Wellness is an increasingly important piece of the beauty business. This is apparent industry wide, at product discovery shows like IBE, PBE, and Foundermade, where brands like Tonik, La Sirene, and Simris display supplements; at tradeshows like in-cosmetics Global and Cosmoprof North America, where ingredient makers like Horphag and Lycored showcase ingestible ingredients alongside topicals, and where intimate care brands like Queen V and others can be found expanding the definition of bath and body care.
“As the intersection of wellness and beauty continues to evolve, our goal is to make it easily accessible, so consumers can customize their personal care routines,” explains Mariya Nurislamova, CEO at Scentbird, in a media release about the company’s expansion into wellness.
What wellness looks like at Scentbird
Last month Scentbird launched its wellness offering with CBD products from Highline Wellness, Tumeric Tonics from Golde, Women’s Health products from Lady Suite, and more.
Describing the Scentbird approach to wellness Nurislamova says, “Discovery is the cornerstone of our business model, and with wellness it was important for us to be able to help consumers navigate all—new ingredients and advanced technologies, from the comfort of their own homes.” And she adds, “our platform mitigates the limitations of traditional sampling, by allowing consumers to choose which full‐size products they want to try each month.”
Discovery is a two-way street
Now that beauty marketing is a conversation with consumers rather than simply a broadcast to consumers, getting honest product reviews and feedback can be instrumental to a brand’s success and product development strategy. And that valuable feedback loop is built in to the Scentbird platform. “The wellness collection allows Scentbird subscribers to explore a wide range of products, including plant-based oils, food-based vitamins, ashwagandha and elixirs, as well as provide genuine feedback and reviews on their experiences,” notes the company’s media release.
So it makes sense that brands designing and defining this new category would want to team up with a platform like Scentbird: “Wellness was the natural next step for us as we strive to be at the forefront of beauty trends, and as we build up our platform to become the ultimate discovery destination,” Richard Vera, vice president of brand relations, tells the press. And to that end, “We intend to offer a curated assortment of products for gut health, calmness, hair and nails, women’s health and CBD,” says Vera.
Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.