The world of supplements is constantly growing as people strive, obsessively, for self-betterment. From at-home blood tests to app workouts etc. the quest for self-optimization is endless\u2014and pretty overwhelming for most of us. Still, if you\u2019re suffering from any of a handful of increasingly common modern-day ailments (think: fatigue, bloating, or even a low sex drive) etc. it\u2019s only natural to want to feel better. <\/p>\n
Once upon a time, supplements were not so commonplace. It was only a certain demographic who\u2019d wander into a supplement store, where they\u2019d likely be greeted by \u201cposters of massively muscular and overly fit men and women,\u201d notes Chris Ventry, Vice President in the Consumer and Retail practice of SSA & Company. \u201cBut now,\u201d he says, \u201cmarketing has truly targeted imagery and websites, ingredients and product descriptions that are aligned to micro-targets: pre-natal, gut problems, sleep, skin, immunity, energy, sex drive.\u201d<\/p>\n
\u201cWe are seeing a proliferation of smaller, targeted brands that are aligned to a lifestyle, cohort of people, hormonal and health needs of each sex,\u201d Ventry observes. Choices are good, but especially in an industry infamous for its lack of regulation, it\u2019s hard to know where to begin.<\/p>\n
Luckily, a handful of entrepreneurs are creating brands we feel good about adding to our wellness routines. These are five new-ish brands you should know.<\/p>\n
EDEN<\/a><\/strong><\/p>\n When nutritionist Katie Fitzgerald conceived of Eden, she was, well, trying to conceive. Through a combination of her own experiences with IVF and the symptoms she was hearing her patients complain about things like adult acne, fatigue, and mood swings, to name a few. The link? All of these ailments can be linked to hormonal imbalances. So Fitzgerald worked to create one supplement to address hormones. <\/p>\n The result is her brand\u2019s first (and so far, only) product\u2014a blend of micronutrients to support gaps in our diets, adaptogens, and antioxidants. Fitzgerald describes three types of women who can benefit from Eden\u2014the first is \u201cwomen with symptoms of hormonal imbalance\u2014irregular cycles, hormonal acne, bloat, brain fog, aggravated PMS and or cramps, mood swings, and unmanaged stress.\u201d The second, like Fitzgerald herself, is \u201cwomen trying to conceive, who are looking to stabilize hormones after going off of birth control, and trying to optimize hormones so cycles are predictable making planning more precise.\u201d <\/p>\n Finally, the third group is \u201cwomen looking to bounce back after childbirth. Hormonally speaking, the wheels come off after giving birth and it can take a very long time for cycles to normalize.\u201d So basically, Eden is for most women except for women who are currently pregnant, though Fitzgerald hopes to add a prenatal option to her lineup soon. <\/p>\n LYMA<\/a><\/strong><\/p>\n Lucy Goff worked in PR and never thought about starting her own business until faced with sepsis in the aftermath of her daughter\u2019s birth. That was 2012. After six weeks in the hospital, Goff was released, but felt worse than ever and had no instructions for a path to recovery. She cycled through experimenting with various treatment protocols until a chance meeting with Dr. Paul Clayton, a leading expert on nutritional science. Dr. Clayton recommended a number of patented ingredients at active levels\u2014and Goff began to feel better. Throughout her journey, Goff had learned about the insufficiency of many of the supplements on the market. <\/p>\n So she left her job and \u201cstarted working with the best scientists with one aim: to produce the ultimate all-in-one supplement\u2014a proven formula with the power to unlock human potential and wellbeing.\u201d And eventually, in 2018 LYMA was born\u2014and sold out within its first two weeks on the market. \u201cIn a market flooded with pseudo-science, we focus on results,\u201d Goff says. The most expensive of the group, LYMA is sold on Net-a-Porter and comes housed in a copper vessel that could pass for being just decor. It\u2019s intended to address just about every problem modern life presents\u2014\u201cI think most of us can relate to accepting that sometimes life can get too much. We need to stop, find our balance and reset. LYMA has been created to help us do just that,\u201d Goff explains. As for what\u2019s actually in it? LYMA contains a blend of eight patented, best-in-class ingredients including KSM-66 Ashwagandha, a stress-busting adaptogen, Cognizin, a nootropic promoting cognitive function, and Lycored, a superpowered form of antioxidant lycopene. <\/p>\n RAE WELLNESS<\/a><\/strong><\/p>\n One of the chief complaints about the wellness industry are the high price points. Recently launched women\u2019s health brand Rae wants to change that. The brand\u2019s suite of supplements is $14.99 across the board and easily accessible at Target. They offer everything from pre\/probiotics and melatonin-based sleep capsules, to vegan collagen powders, to drops you can add to water for energy (B vitamins and caffeine) and beauty (biotin). One of their standouts since launching in September has been their \u201cIn The Mood\u201d capsules\u2014designed for exactly what they sound like they are. To support female sexual health and desire, these capsules use a blend of stress-busting adaptogens like ginseng and ashwagandha, energy-boosting taurine and maca, and more.<\/p>\n