You Are What You Eat

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The connection between ingestible beauty and wellness in retail

As young adults are delaying everything from  marriage to childbirth, “taking care of yourself” is becoming part of the core value system to help position you to be able to take care of others. People are now increasingly mindful about things they were not in the past. This new generation spends more time and money with the services and tools that help them exercise self-care. Marketplaces of experiential wellness and beauty are growing, where there is whole spectrum of new services that people are identifying with.

Based off the consumers’ reaction to “natural beauty”, retailers and brands are encouraged to go after a “beauty from within” approach. The  beauty supplement market, which encompasses vitamins, collagen capsules, mineral-rich tonics, and probiotic and prebiotic pills, now accounts for $89.6 million in sales in the U.S. alone with an annual growth rate of 7.1% from 2012 to 2017, per market research firm Euromonitor International.

Against an increasingly competitive online landscape, digital brands need to connect with customers directly in order to grow. Wellness supplement company The Nue Co, which sells on their own website and through retailers including Net-a-Porter and Anthropologie, opened a pop-up in January and later a permanent store in NYC’s Soho. “[It’s about] starting a conversation around ingestibles. We have to be able to facilitate that community and conversation on our own,” said Jules Miller, founder and CEO of the brand.

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