Nature's Bounty enters weight management category, adds new hair SKU

By Danielle Masterson

- Last updated on GMT

Nature's Bounty enters weight management category, adds new hair SKU

Related tags natures bounty hair growth Weight management

The new offerings highlight a trend largely driven by the pandemic: The convergence of health and beauty.

Nature's Bounty recently debuted two new products in its Optimal Solutions line of dietary supplements. The Nestlé Health Science Company said that its Hair Growth and Metabolism Booster supplements are new ways in which women can support their hair growth and weight goals through clinically-validated nutraceutical ingredients.

Hair Growth

"As we age, hair follicles can become 'sleepy,' switching from growing normal hair to growing thinner, shorter peach fuzz and making hair appear less thick and full," explained Krysmaru Araujo Torres, MD, Head of Medical Affairs, Nestlé Health Science.

The product features an Advanced Hair Complex, which is a blend of biotin, silicon and arginine.

“A study published in the Journal of Clinical & Experimental Dermatology Research​ found that women, average age 46, with hair thinning who took a dietary supplement with Advanced Hair Complex (under the name Lustriva) for three months experienced a significant increase in hair thickness measured by comparing the percentage of terminal hair to vellus [thinning] hair, compared to placebo,” explained Aileen Stocks, President Wellness Brands at Nestlé Health Science.

With several hair, skin and nails SKUs already on the shelves, Stock said the laser focus on hair comes down to one need state they kept hearing about: hair thinning.   

“Nature’s Bounty Optimal Solutions Hair Growth addresses a specific need – hair thinning – whereas the existing Nature’s Bounty Hair, Skin & Nails products contain biotin and vital nutrients to proactively support beautiful hair, glowing skin, and healthy nails from the inside out.

"The Advanced Hair Complex in our new Hair Growth product delivers a matrix of three vital nutrients—Arginine, Silicon, and Biotin—to the hair follicles, supporting the growth of thicker, fuller hair in only three months,” added Stock.

Metabolism Booster 

The supplement features plant-based actives to support weight management, such as orange, grapefruit and black ginger extract. 

“The Metabolism Booster is a dual-action formula featuring a citrus fruit blend (from Sinetrol) of pomelo, grapefruit, sweet orange, and guarana extracts, and blood orange concentrate coupled with Thai black ginger extract.

“The citrus extract blend promotes the breakdown of stored fat while the Thai black ginger promotes the conversion of this fat to cellular energy. Both steps help rid the body of fat when added to a routine consisting of a healthy diet and exercise,” Stock explained.

Stock added that a consistent pulse on consumer health trends is what drives product development at Nature’s Bounty. “We found that 42% of US adults reported undesired weight gain since the pandemic, with women gaining an average of 22 pounds. Managing metabolic health has become increasingly important with 47% of consumers prioritizing weight loss in the next four months.

“Within the category, white space exists. More than half of consumers are trying to manage their weight, but there aren’t many weight management options in the supplement aisle, and we wanted to fix this. We identified a drug-free formula to boost fat metabolism with clinically-studied ingredients that works best when used in conjunction with a healthy diet and exercise routine,” she added. 

On a shelf near you 

Both products are available now at CVS and Amazon.com, with plans to be at Walmart soon. In addition, the new hair growth product is sold at Walgreens.

Nature’s Bounty said for now it's keeping an eye on other health and wellness topics that are important for women, aiming to add new products within its Optimal Solutions portfolio down the road.

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