courtesy of Hum Nutrition
Hum Nutrition has expanded into the Natural Beauty aisle of Target with its Flatter Me, Daily Cleanse, Private Party and Hormone Balance ($25.99/each 30-day supply). The expansion comes amid a beauty category boom for the retailer.
"Hum is a digitally native brand and our extensive data gives us very strong visibility into our consumer profile," says Walter Faulstroh, CEO and co-founder of Hum Nutrition. "With that information in mind, we saw a very strong overlap between our consumer and the Target guests who shop at Target Beauty."
He adds, "Hum has been at the forefront of wellness with clean and clinical formulas at accessible price points delivering great value to our consumer base. We do believe that our consumer shares similar attitudes to the Target guest, which is why we are particularly excited to be able to expand in this new channel."
As Global Cosmetic Industry reported in early 2023, about 87% of surveyed U.S. women who buy beauty products say they take supplements as a part of their regular daily skin and body care routines, and 84% take them daily.
In addition, 92% believe the best way to obtain their beauty objectives is with an inside-out approach, which includes supplements.
Faulstroh notes, "Over the past decade, we have witnessed a complete change in consumer attitudes towards supplements, especially with millennials and now Gen Z consumers. The key driver for this increase in demand has been a combination of societal and technological changes driven by social media, the pandemic, and an emphasis on leading healthier lifestyles."
The Hum SKUs will debut in U.S.-wide stores on January 8, 2024, and are available online as of this posting.
Flatter Me comprises 18 digestive enzymes to improve digestion and reduced bloating; gut health has been a key focus of ingestible brands, particularly in light of emerging insights into the connection between skin health and digestive wellness.
To that end, Daily Cleanse features chlorella, spirulina and other "detoxifiers" for a cleaner digestive system and clearer skin, per the brand. In a study of 600 consumers who took the cleanse for at least 30 days, 71% reported skin improvements, per Hum Nutrition, while 80% of those reported clearer skin after 8 weeks.
Private Party is a vaginal probiotic and cranberry supplement to "help balance the vaginal microbiome and promote optimal urinary tract function," per the brand. Lactobacillus acidophilus, found in Private Party, can reportedly help maintain a healthy pH level. This supplement aligns with the growing intimate care/sexual wellness space, which places gentle formulations front-and-center.
Hormone Balance, previously dubbed Moody Bird, reportedly supports hormone balance and eases the symptoms of PMS with ingredients such as Vitex agnus-castus (chaste tree berry) extract.