Foundermade’s Future of Beauty & Wellness Summit at Home
New York virtual showcase Foundermade’s Future of Beauty & Wellness Summit at Home (September 17) presented North American health and beauty start-ups aiming to optimise ingestible wellness. Convenient, function-led product differentiators are key as the saturated supplement industry continues its cross-category push.
- Situational CBD: Brands are allowing consumers to tailor cannabidiol (CBD) consumption with portable formats filtered by personal needs. New York brand Holistik Wellness dispenses CBD into beverages with a powder-packed stirring stick. By adding adaptogens and herbs, it’s developed five formulas for sleep, stress, immunity, digestion, and fitness recovery. The brand claims the water-soluble format allows the ingredients to enter the system faster than other edibles. Another potent portable is NY CBD brand Favour’s mint gum, which administers 10 mg of CBD via the oral sublingual system while chewing.
Additionally, Californian CBD brand MedTerra launched time-targeted oils, a trend introduced at 2019’s Consumer Discovery Show, with a caffeine-infused formula for day and a passionflower and melatonin blend for night. See The Future of Vitamins & Supplements for more on supplements tackling key concerns in fresh formats and Covid-19: Beauty’s Sleep Opportunity for more on sleep-targeted beauty and wellness trends.
- Supplement-Subbing Fitness Edibles: Wellness brands are offering ingestible fitness and complexion boosters to enhance workout rituals. Canadian start-up Active Beauty’s three beauty beverage powders target skin, metabolism, and sleep. Brand founder Stephanie Barstow posits that the supplements, designed to dissolve into a post-workout beverage, could replace pills and topical serums thanks to anti-oxidant-rich micro-algae Astaxanthin. For more on sports and fitness beauty, see Athleisure Beauty Gathers Pace and Sports Beauty Steps Up.
Californian functional food brand Lüme’s Fit Energy and Glow functional granola blends contain biotin, oolong tea, and Champagne grapeseed to combat oxidative stress and boost metabolism. The formulas are packaged in 1.5-ounce pouches to act as portable meal-toppers or on-the-go snacks. For more on the future of functional food, see Snacking Trends 2020.