The Vitamin Shoppe launches subscription service including beauty supplements

By Deanna Utroske

- Last updated on GMT

© Getty Images \ (okskaz)
© Getty Images \ (okskaz)

Related tags supplements beauty from within Personalisation Subscription business model

This month, the nutrition retailer announced a new personalized supplement subscription service called Only Me. It’s an offering that is as much about individualized products as it is about convenience and wellness.

The Only Me subscription service is a new channel for The Vitamin Shoppe to sell their own brand supplements. But it’s also a way for the retailer to connect with consumers pursuing a wellness lifestyle.  

Sharon Leite, CEO at The Vitamin Shoppe, explains the new offering in a media release saying, "At The Vitamin Shoppe, we understand that wellness is not one-size-fits-all, and that our customers are looking for custom solutions to meet their own unique health and wellness goals.”

“With the launch of Only Me,” ​she says, “we are encouraging customers to take time for self-care and prioritize their health, with the ease and convenience of a personalized delivery service – so they can become their best selves, however they define it.”

Personalization with benefits

The Only Me subscription can be tailored to meet an array of wellness concerns. But most importantly here, “for users with specific health and wellness goals in mind, pre-packaged daily Quick Packs are also available for purchase, such as Sleep, Pre-natal, Beauty and Foundation,” ​according to The Vitamin Shoppe media release.

37 supplements are available through the new subscription service, in an array of configurations. And The Vitamin Shoppe adds an element of engagement to the service: “we want our customers to feel supported on every step of their health and wellness journey,” ​Leite tells the press. “That's why we enlisted some of the top nutrition professionals in the field, including registered dieticians, clinical nutritionists and wellness coaches, to provide our Only Me and Healthy Awards customers with access to expert knowledge that can empower them to achieve their goals,” ​she says. “We are excited to give our customers a highly personalized experience, complete with trusted expertise that they can rely on.”

Beauty-from-within is gaining ground

Supplements, pills, and powders boasting skin or hair benefits have been viewed a bit skeptically by the cosmetics and personal care industry since L’Oréal and Nestlé shut down their ‘beauty from the inside’ brand Innéov in 2014 after a 12-year collaboration.

But in the last few years, brands like Hum and Nutrfol have brought beauty-from-within back into the realm of possibility. And of course, just last month, Nestlé acquired Persona—a personalized supplements brand that uses genetic data (among other things) to customize vitamins and nutritional supplements. That brand sells 8 different beauty supplements. Read more about the Persona acquisition here on Cosmetics Design. ​ 

As this site has reported, 2018 saw a boom of beauty supplement from skin care brands and vitamin makers alike​. And Paula Simpson of Nutibloom Consulting shared her insights on the category just one year ago, affirming that “nutricosmetics have spring boarded to mainstream in the US.”



Deanna Utroske, 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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