SlowMornings is a new electrolyte brand infused with beauty-enhancing ingredients like collagen.
The Strawberry Lemonade-flavored product features marine collagen peptides, electrolytes , vitamin C, zinc, biotin and vitamin B12 to support hydration and skin health. SlowMornings is expected to reach $4 million in sales during its first year.
DeAngelo was inspired to create the product after his and his sister’s journey with postural orthostatic tachycardia syndrome or POTS, a nervous system disorder. Those who have POTS are most often recommended to increase their intake of electrolytes, which helped DeAngelo and his sister. In an effort to create the perfect dose of electrolytes and infuse additional benefits, he found himself making his own formulas at home. At first, it was a pain – the flavor wasn’t great and scooping and weighing each ingredient was tedious, but it sparked the initial idea for SlowMornings. “There was this moment really early in the morning when everything kind of stands still for a second, and , this could really be a thing, and I thought of Tim immediately,” DeAngelo said, noting that he and Lambert had been neighbors, coworkers and surf buddies. While there are now a variety of electrolyte brands on the market, Lambert and DeAngelo decided to differentiate SlowMornings by taking a “softer,” more beauty-centric approach. “We agree that there’s a lot of decent products out there, especially for certain types of things, like for athletes,” DeAngelo said. “We thought, in our hypothesis, that there’s a certain kind of person and a certain kind of lifestyle that the current offerings aren’t suited for….We wanted something that was for every day for a person that isn’t necessarily a marathon runner.” This softer approach was also taken with the brand’s visuals. Lambert opted to shoot SlowMorning’s campaign imagery for a different feel compared to the more sports-focused electrolytes on the market. “I’m super obsessed with campaigns, and I’ve been been lucky to be a part of stuff with my modeling background for 10-plus years now,” Lambert said. “I want someone to look at a photo and be lost in it create those photos that’s worth 1000 words.” While the team predicts its ingredient profile will allow SlowMornings to stand out, its approach to community is another key differentiator. For its, the brand conducted a survey of more than 500 women to discover what they would want from the brand in terms of ingredients, flavors and more. All of the feedback was combined to create the first product. According to Lambert, two of the main takeaways were consumers wanted the addition of collagen for beauty benefits and Strawberry Lemonade was the preferred flavor. “We want to be as authentic as possible, and not just say it,” he said. “Through, basically creating a brand that is co-creating with the community, that’s the direction that we see it headed.” The team is already taking survey feedback to determine future flavors and stock-keeping units. Additionally, feedback will remain a major part of the brand’s strategy, as every product will include a QR code where customers can join the SlowMornings focus group. In addition to its early following, SlowMornings is expanding its community by seeding product and planning events in New York, Los Angeles and Austin.. We use vendors that may also process your information to help provide our services. // This site is protected by reCAPTCHA Enterprise and the Google WWD and Women's Wear Daily are part of Penske Media Corporation. © 2025 Fairchild Publishing, LLC. All Rights Reserved.
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