Nestlé acquires personalized (beauty) supplement brand Persona

By Deanna Utroske contact

- Last updated on GMT

© Getty Images \ (Lisa_16)
© Getty Images \ (Lisa_16)

Related tags: acquisition, supplements, beauty from within, Nestlé, Personalisation

Persona relies on genetic data, individual consumer assessments, and algorithmic technology to customize vitamins and supplements. And late last year, the relatively new company added beauty supplements with hair and skin benefits to its product portfolio.

Persona got its start in 2017 as a company known as Vitamin Packs. In 2018, L Catterton invested; later that same year the business was renamed. And last October, Persona launched a beauty supplement. The company’s Hair, Skin and Nails Blend includes horsetail plant extract, collagen, and CoQ10, as Cosmetics Design reported​ when the product launched.

Today, a search on the Persona site for hair and skin concerns turns up 8 supplement options: astaxanthin, borage with saffron, evening primrose oil, ginkgo biloba extract, omega 3, omega 3 with BioCurc, serrapeptase enzyme, and that original Hair, Skin & Nails Formula.

The clean supplements maker also offers products for women’s health, stress, sleep, inflammation, blood sugar, energy, brain, mood, and several other areas of potential concern.

Nestlé buys Persona

Late last week, Nestlé Health Sciences announced that it has acquired Persona. Greg Behar, CEO of Nestlé Health Science, explains the company’s decision to buy Persona saying, “Persona’s expertise in personalized nutrition brings a new dimension to the growing Nestlé Health Science portfolio. There’s increasing interest in personalization among consumers and with this acquisition, we will bring together the technology of Persona and the trusted Atrium Professional Brands’ vitamins and supplements.”

As part of the Nestlé Health Sciences business, Persona will operate as part Atrium Professional Brands. That’s the same Canada-based division that operates the Garden of Life mykind organics supplement brand, founded by Alicia Silverstone.

Persona gains market reach and industry knowledge

“Nestlé Health Science’s deep knowledge and research into science-based nutritional health solutions and Atrium’s expertise in leading free-from supplement brands are a natural fit for accelerating growth,”​ Jason Brown, co-founder and CEO of Persona, tells the press.

Nestlé’s media release about the Persona acquisition estimates that the personalized nutrition and wellness retail market will reach $50bn by 2025. And while for now, Persona exists as an online-only direct-to-consumer brand that sells supplements to consumers in the US, Nestlé has plans to expand the business into other global markets.

“We are excited to join the Nestlé Health Science family​,” says Brown. “We will bring consumers and healthcare practitioners the finest personalized nutrition program available while continuing to expand delivery of high quality personalized daily vitamin and dietary supplement packs direct to consumers’ doorsteps through our online subscription service.”

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DeannaUtroske_Editor_CosmeticsDesign

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.

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