Former British Vogue editor Kelly Gilbert launched The What Supp Co., a direct-to-consumer supplement brand offering vitamin patches. Gilbert recognized the growing market for wellness patches, which provide nutrients transdermally, and created a brand targeting Zillennial consumers with a focus on maximizing wellness rather than treating deficiency or illness.
The What Supp Co. is a supplement brand founded by former British Vogue editor Kelly Gilbert and is now available direct-to-consumer.
“You see the customer that’s queuing up at Sephora, and is really excited about the latest product drop.…They’re not being served in the supplement space, and The What Supp Co. wants to seek to answer that,” she said. “It’s that slightly younger demographic who perhaps isn’t so interested in treating deficiency and illness and is more interested in maximizing their wellness.” She added: “Wellness, for me, is really about balance.
In addition, on the colorful patch, the benefit of the product, like Protect Your Energy, is printed repeatedly as a sort of “ As far as marketing the brand, Gilbert is tapping into her creative background, leveraging her industry network and social media. She also noted that she has an advisory board for guidance, which includes Cult Beauty cofounder Alexia Inge; chief executive officer of Hush Sarah Miles, who is the former CEO of both Feelunique and Sephora U.K., and former Estée Lauder head of brand communications Georgina Dawson.
WELLNESS PATCHES SUPPLEMENTS ZILLENNIALS CONSUMER TRENDS DIRECT-TO-CONSUMER
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