Experts agree that the beauty supplements business is growing at a brisk clip and should hit $8.5 billion by 2020. The mass market, with pharmacies in most doors, is poised to benefit from the synergy between wellness and beauty as the category sprouts. But what retailers are sorting out is if consumers will veer toward ingestibles formulated from vitamin leaders, or beauty companies — or if there is room in the market for both.
Nature’s Bounty is firmly established in the first camp. Emboldened by success in the 10-year-old Hair, Skin & Nails supplements, Nature’s Bounty Co., a vitamin firm, is putting down bets shoppers will trust companies with a heritage in the business. Next month, Nature’s Bounty will extend deeper into ingestibles with a lineup called Beauty Gels set first to debut in the traditional beauty category at Ulta Beauty. That will be followed up with availability in CVS, Walgreens and Rite Aid in the spring. Beauty Gels are also sold on Amazon.
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