Burt’s Bees launches beauty-from-within product line

By Deanna Utroske

- Last updated on GMT

Burt’s Bees launches beauty-from-within product line

Related tags Nutrition Burt

The personal care and cosmetics brand announced this week its move into the functional food category.  It’s a significant initiative for the Clorox-owned brand, one that could help determine what a successful beauty-from-within brand looks like in the Americas region.

The brand’s new functional food portfolio comprises three protein-shake product lines: Daily Protein, Protein +Gut Health with Probiotics, and Protein +Healthy Radiance with Antioxidant Vitamins A, C & E.

The Healthy Radiance collection, that’s where beauty from within comes in. The products benefit claims are understated. The Burt’s Bee product page explains that it’s “rich with nutrients for a healthy glow.” ​And the short product description on that page, urges consumers to “Feed your inner glow.”

Wellness first

“We've created formulas that not only enhance your daily nutrition, but also support specific areas,” ​explains Jim Geikie, the brand’s general manager, in a company press release about the new products.

“Burt's Bees Protein +Gut Health supports digestive health as part of a balanced diet and healthy lifestyle, and Protein +Healthy Radiance gives skin a healthy glow. Both are new benefit offerings in the category that we believe strengthen holistic beauty,” ​adds Geikie.

Food focus

Burt’s Bees already sells product across several categories, from personal care and cosmetics to baby care, and from throat drops to pet care. It’s well positioned in the market as a natural wellness brand.

A trusted brand like this with a strong beauty following could well set a new precedent for beauty from within at mass in the Americas region. “Entering the functional foods space is a natural extension for us,” ​believes Geikie.

“For three decades, Burt's Bees has connected people to the beauty, wisdom and power of nature. And for just as long, we've held the belief that real beauty and well-being should be nourished from the inside out,” ​he explains in the company press release. “We've been nurturing skin with nature's most powerful ingredients. Now we're helping to nourish the body with them.”

The collection of powdered shake mixes are made with plant-based proteins from peas, rice, flaxseeds, sunflower seeds, and oats. The mixes also include vitamin extracts “from real fruits and veggies,” ​and “the line is non-GMO, gluten-free, soy-free, dairy-free and made without artificial sweeteners or flavors.”

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