The Vitamin Shoppe expands private brand portfolio with new CBD hemp brands

By Danielle Masterson

- Last updated on GMT

Photo: The Vitamin Shoppe
Photo: The Vitamin Shoppe

Related tags CBD and Hemp the vitamin shoppe

The Vitamin Shoppe launched its first proprietary CBD hemp extract products under its Full Spectrum plnt and Broad Spectrum Vthrive The Vitamin Shoppe Brands, marking the retailer’s continued expansion of its private brands portfolio in the CBD category.

According to the company, the CBD hemp extract products were developed to meet the growing consumer demand for accessible, high quality CBD from trusted sources.

"Bringing these new CBD products to market is a decisive milestone in the expansion of our private brands business and The Vitamin Shoppe's commitment to industry-leading innovation. The exceptional skill and knowledge of our product development and scientific and regulatory teams delivered a range of CBD formulas that are second to none in this dynamic product category. Our ingredient purity, unique CBD extraction methods, and rigorous testing guarantees the highest level of quality from farm to lab to shelf,” ​explained Sharon Leite, CEO of The Vitamin Shoppe. “This launch further establishes The Vitamin Shoppe as the trusted national destination for CBD innovation and as a leader in health and wellness solutions.”


After first debuting CBD products in 2019, The Vitamin Shoppe announced the launch of its CBD HQ​ in-store and online concept in August. 

“We were the first national retailer to offer a broad selection of ingestible CBD products and our new CBD HQ concept is the next evolution of our commitment to this thriving, innovative wellness category,” ​Leite said at the time, who added that the retailer is experiencing ‘robust interest’ in CBD. 

The new CBD offerings from plnt and Vthrive The Vitamin Shoppe join over 20 other brands within CBD HQ concept,  including names like Garden of Life, Charlotte's Web, Irwin Naturals, Uncle Bud's, Papa & Barkley and Hydrocanna brands, among others. CBD HQ currently offers a variety of ingestible CBD formulations in liquid tinctures, capsules, gummies, and beverages, as well as topical CBD products and beauty formulas.

Vthrive The Vitamin Shoppe CBD

Vthrive The Vitamin Shoppe offers a selection of broad spectrum CBD hemp extract products, which contain two or more cannabinoids, plus naturally occurring terpenes and fatty acids, with no detectable THC (defined as <0.05% THC). Each product is created with clean ingredients and made from American farm-grown hemp and refined using isopropyl alcohol (IPA) to remove all detectable THC while leaving minor cannabinoids and terpenes intact.

The Vthrive brand includes standalone CBD oil in tinctures and liquid veggie capsules, as well as blends aimed at specific wellness goals. The tinctures are available in peppermint, chocolate mint, and unflavored versions, with three tiers of potency: mild at 15mg per serving, moderate at 35mg, and strong at 55mg. The CBD liquid veggie capsules offer the same three levels of potency, plus Sabinsa's BioPerine black pepper extract to enhance nutrient absorption.

The solution-focused formulations each provide 35mg of CBD, blended with clinically-studied ingredients at efficacious doses to target the most requested need-states associated with CBD: sleep, stress, and temporary inflammation. These products, available as liquid capsules, include:

  • Vthrive The Vitamin Shoppe CBD + Sleep Blend includes melatonin, Venetron, and GABA to support relaxation, sleep quality, plus antioxidant support from the melatonin
  • Vthrive The Vitamin Shoppe CBD + Stress Blend includes Zembrin and Sensoril Ashwaghanda to manage and reduce stress, and support focus, energy levels, and mood
  • Vthrive The Vitamin Shoppe CBD + Inflammation Blend includes CurcuWIN and ApresFlex to support joints, flexibility and mobility, and exercise recovery 


The plnt brand offers an assortment of full spectrum CBD hemp extract products, which contain a range of cannabinoids, terpenes, bioflavonoids, flavonoids, and fatty acids naturally occurring in hemp. The products have under 0.3% THC and were developed using clean ingredients. 

According to The Vitamin Shoppe, plnt CBD is manufactured with a solvent-free extraction process that uses only water and plant-based oils, promising greater purity and potency and yielding more naturally occurring hemp-based compounds.

The plnt assortment includes standalone CBD in tincture potencies of 10mg, 20 mg, and 40 mg of CBD per serving, in both vanilla and unflavored versions. Vegetarian liquid capsules are available in potencies of 10mg, 20mg, and 35mg of CBD per serving. Additional condition-specific formulas pair 20mg of CBD with organic herbs and adaptogens, available as tinctures or liquid capsules, including:

  • plnt CBD + Organic Turmeric for cardiovascular, antioxidant, and joint support
  • plnt CBD + Organic Valerian and California Poppy for sleep and relaxation support
  • plnt CBD + Organic Ashwagandha for stress management, energy, and vitality support
  • plnt CBD + Organic Black Seed Oil for cellular and immune support (available only as a tincture)

The Vitamin Shoppe also has a solution for states where the sale of CBD is prohibited by state or local regulations. The company is introducing a complete line of eight hemp oil products with phytocannabinoids that share similar formulas and potencies to the plnt CBD line.


Both the plnt and Vthrive The Vitamin Shoppe CBD product lines offer customers a potency classification system with three tiers of strength, as well as blends that address specific need-states. 

Prices range from $25 to $70, depending on CBD potency and added therapeutic ingredients. 

The full CBD HQ experience is currently available in 582 locations of The Vitamin Shoppe and Super Supplements, with another 143 locations offering a focused assortment of topical and beauty CBD products.

Both brands are available at The Vitamin Shoppe and Super Supplements stores, as well as​.

Related news

Show more

Follow us


View more