Nature’s Bounty gives beauty supplement makeover with new format, more biotin

Nature’s Bounty Optimal Solutions recently unveiled Advanced Hair, Skin & Nails Jelly Beans. The fruit flavored jelly beans contain keratin and twice the amount of biotin as the brand’s original formula the company debuted back in 2013. 

Format update 

Developed by the same experts who brought Hair, Skin & Nails gummies to life seven years ago, the Advanced Hair, Skin & Nails Jelly Beans includes 6,000 mcg of Biotin to support healthy hair, glowing skin and strong nails, along with keratin and vitamins A, C and E.

“Just as we reshaped the future of supplements in 2013 when we launched Hair, Skin and Nails Gummies, we do this by bringing together our consumer insights, R&D, product development and other teams to evaluate our portfolio, and ensure we’re addressing shopper needs,” ​explained Aileen Stocks, General Manager, VMHS, The Bountiful Company. “This format change is exciting since it’s a first for the beauty community.”

The category is here to stay 

According to a o 2020 CRN Survey​, 22% of consumers reported taking supplements to support hair, skin and nails nutrient gaps.

NB HSN Jelly Bean 3

Stocks told NutraIngredients-USA​ that beauty is more tied to health and wellness than ever before. 

“And you’re seeing it across the space – whether its influencers or beauty magazines or products themselves – the idea that beauty starts from within ones’ self very much remains a strong and powerful narrative for the category. In fact, studies show beauty consumers are shifting from the ‘self-care’ to ‘well care’ mindset, with consumers purchasing vitamins and supplements as a key strategy in managing their physical health. We’ve also seen men seeking a product to address their hair, skin and nails nutrient gaps,” said Stocks.

Hafiz [email protected]

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