Take the red pill? How health supplements became an Instagram and TikTok trend: boutique brands Hum Nutrition and Tally Health promise a hi-tech wellness and beauty kick in funky coloured capsules
- Celebrities Zac Efron, Pedro Pascal, Shonda Rhimes and Chrissy Teigen all invested in Tally Health, an inventive wellness supplement brand co-founded by Harvard epigeneticist Dr David Sinclair
- Nutricosmetics, specialised nutrients, and even smart supplements leveraging AI are driving a new trend for more sophisticated supplements promising hi-tech science-based, targeted and sustainable solutions
As our pursuit of prolonged health and beauty becomes ever more commercialised, supplements have ascended from workaday capsules on chemists’ shelves to chic, Instagram-worthy bottles promising far more than a mere daily dose of vitamins.
What once was a straightforward trip to the local pharmacy has blossomed into a exploration of nutricosmetics, specialised nutrients, and even smart supplements that leverage artificial intelligence.
Historically, supplements were pragmatic solutions addressing nutrient deficiencies and supporting general well-being. Now this perspective has given way to a more nuanced understanding of the link between inner health and outer beauty. With the market offering a plethora of options, discerning the importance of specific supplements has become crucial.
According to Hum Nutrition’s vice-president of scientific affairs and education Dr Jennifer Martin-Biggers, certain supplements are universally beneficial. “Stress and lack of good sleep contribute to numerous health problems and are crucial for optimal functioning and mental well-being,” she notes, so supplements that reduce stress responses and improve sleep can be particularly useful. “Many people don’t consume sufficient vitamin D or omega-3 fatty acids, both vital for our body functions. Vitamin D aids in mood, bone and immune health, while omega-3 is essential for brain and cardiovascular health,” she says.
Today’s consumers increasingly recognise the impact of what they eat on their health so these products are not seen as just indulgent self-care rituals. Central to this understanding is the rise of premium formulations that incorporate cutting-edge technology. From liposomal and nanotechnology delivery systems to enhanced absorption and bioavailability, this new wave of supplements can boast efficacy as well as offering a level of sophistication that aligns with the luxury beauty market.
“Supplements have come a long way over the past decade,” says Hum Nutrition co-founder and CEO Walter Faulstroh. “The consumer is truly offered a wider variety of choices, including brands with cleaner ingredients, more targeted formulations, more sustainable packaging and clinical research.”
Many of these approaches have come from a wave of boutique supplement brands – such as Hum Nutrition – that are challenging the dominance of mass-market offerings. These companies are often founded by nutrition, dermatology or wellness experts, and the best of them combine scientific research, third-party laboratory verification and the backing of nutritionists.
“Breakthrough research has shown that, on a population level, less than 10 per cent of how long we live is due to genetics while more than 90 per cent is due to lifestyle and environment,” says Melanie Goldey, CEO of Tally Health. Co-founded by Harvard epigeneticist Dr David Sinclair, Tally Health stands at the intersection of advanced science and cultural wellness, offering a biological age test that provides users with an insight into how they are their ageing.