The Vitamin Shoppe launches TrueYou Beauty collection for ‘holistic wellness’ for women

Following the successful implementation of its TrueYou product line for women of all ages, The Vitamin Shoppe recently announced the launch of TrueYou Beauty, a collection of topical beauty products for women from their early twenties to over age fifty.

The Vitamin Shoppe is a global omnichannel specialty retailer and wellness lifestyle company that carries products from approximately 700 national brands and offers a comprehensive array of nutritional supplements and natural beauty products like those included in the TrueYou Collection.

The TrueYou Beauty launch includes TrueYou Beauty Body Wash, Body Scrub, Body Lotion, Body Butter, and Close Comfort Hand Cream, all of which are “clinically studied for safety and efficacy, certified animal-testing free, and expertly crafted to nourish skin while promoting holistic wellness and balanced wellbeing​,” according to a recent press release.

Further, the entire collection is formulated with The Vitamin Shoppe’s proprietary Core 5 Nutrient Complex, which incorporates several different ingredients, including niacinamide, vitamin C, peptides and collagen peptides, hyaluronic acid, and bakuchiol oil to support and improve the skin’s appearance over time.

To learn more about the product collection launch, the development and formulation process, and the potential impact of TrueYou Beauty on the cosmetic and personal beauty care product industries, CosmeticsDesign spoke with Marina Borsini, Director of Marketing, Private Brands at The Vitamin Shoppe. 

TrueYou brand ideology

TrueYou Beauty is the first time The Vitamin Shoppe has launched a line of topical beauty care products. When conceptualizing the line, said Borsini, The Vitamin Shoppe team “had research data that pointed to a strong cross-purchase between supplements and skincare consumers, and we saw an opportunity to develop our own line of body care products​.” There was significant investment in the research, development, and formulation processes to bring the product collection to market.

After the successful launch of TrueYou in 2022, which is “a line of premium supplements specifically formulated to address women’s evolving needs throughout every stage of life, it was a natural progression to expand the TrueYou line into body care products​,” she added.

The TrueYou product line caters to women of all ages and is “an innovative and extensive assortment of supplements and beauty products that caters to the unique and evolving needs of women​,” using “premium ingredients and backed by science to inspire self-care and balanced wellbeing​,” Borsini explained. Therefore, the TrueYou Beauty collection was designed to reflect the same mission and brand ideology.

Formulation and launch

For The Vitamin Shoppe team, the most significant challenge when approaching the TrueYou Beauty collection development process was “to develop products that offered not only premium quality products, but are also made with clean ingredients, and meet the needs of women who have an increasingly holistic view of beauty​,” shared Borsini. To ensure these challenges were met, the team “went through several testing rounds to ensure color, texture, fragrance and overall experience met or exceeded our expectations​.”

The resulting product collection not only meets but exceeds The Vitamin Shoppe’s brand standards for sustainability and fits neatly into the niche of the clean beauty movement that is so pervasive in the cosmetics and personal beauty care industries today.

Under these standards, “all products are clean-crafted, formulated without parabens, sulfates (SLS and SLES), methylisothiazolinone/methylchloroisothiazolinone, formaldehyde, formaldehyde-releasing agents, phthalates, mineral oil, coal tar, hydroquinone, triclosan, and triclocarban; they are cruelty-free, and certified animal test-free by PETA, and made with recyclable packaging​,” Borsini explained.

By exceeding these standards, The Vitamin Shoppe has ensured that the TrueYou Beauty collection best fits the needs of its identified consumer and meets their physical needs and moral ideology when selecting beauty care products. The wide variety of topical personal beauty care products included in the collection allows consumers to utilize a set of clean beauty options that meets the demands of their unique lifestyles.

As detailed in the company press release, Muriel Gonzalez, Chief Merchandising and Marketing Officer of The Vitamin Shoppe, shared that “with TrueYou Beauty, we’re expanding on the ethos of delivering innovative and effective bodycare formulas that leverage the industry-leading wellness and ingredient expertise of The Vitamin Shoppe​.”

She further noted that The Vitamin Shoppe’s “customers increasingly view beauty through the lens of holistic wellness and with TrueYou we have created a brand that meets those needs with premium quality, science-backed supplements and beauty products​.”

It will be interesting to see if The Vitamin Shoppe consumers gravitate towards the TrueYou Beauty collection as they had towards the initial TrueYou launch in 2022. Considering the development team’s careful attention to modeling the inaugural product collection’s ideology, it makes sense to assume the consumer response to TrueYou Beauty will be similar, if not greater, than the initial TrueYou launch.