What is your brand’s mission?
All of our bodies have a natural rhythm. Some days we have tons of energy, our skin glows and we feel fit. Other days, we just feel tired. At Reserveage Nutrition, we believe each of us have the potential to feel our best and self-care is the starting point. With clean, whole ingredients, amino acid building blocks and science, our products are designed to work with and kickstart the natural processes of your body, so you can look and feel your best every day.
What is one thing you find consumers want most from a supplement brand?
They want products that actually work! It’s not enough for a product to provide “window dressing” amounts of trending ingredients. The products need to: 1) provide clinically relevant doses of key ingredients, 2) have human research to substantiate claims based upon those ingredients, 3) work for the consumer. That’s why Reserveage Nutrition utilizes well-researched, branded ingredients, such as Verisol®, Biocell®, and Naticol® collagens shown to be effective for supporting beautiful skin as well as Cynatine® HNS which aids and protects damaged hair, skin and nails.
What is the most exciting aspect of the supplements industry right now?
There are several, but one particularly exciting trend is transparency in labeling. Specifically, more and more companies are choosing to let consumers know how much of each key nutraceutical is actually in their products, rather than hiding them within the smoke and mirrors of a proprietary blend. Though it doesn’t guarantee it, this type of transparency is a positive step toward product formulations providing clinically relevant amounts of key nutraceuticals, which ultimately translates into more efficacious products.
We are also very excited about the boom that is taking place in our core categories we pioneered almost a decade ago.
Reserveage is significantly outpacing the Resveratrol category and continues to be the strong No. 1 brand with 39 percent market share in SPINS.
Given that collagen levels decline with age, it is no surprise that collagen products continue to boom and have become a lifestyle. According to Grand View Research, the food and beverage segment of the collagen market drive collagen’s overall global industry growth through to 2025, with a 7 percent projected revenue increase.[i] *The Category is up 39 percent in SPINS for the last 52 weeks. Reserveage is the No. 1 selling collagen capsule brand and has some exciting new forms we are previewing at Expo East, including a concept we trademarked as Collagen Candy™, A Sweet & Sour treat for Smooth & Supple Skin.
Keratin is another anti-aging, beauty protein that is trending.* The Category is up 35 percent in SPINS for the last 52 weeks. Reserveage is outpacing the category and continues to be the strong No. 1 brand with 76 percent market share.
*SPINS – For period ending, March 2018.
How can your products/brand change the world?
Changing the world is a tall order, but Reserveage strives to make a difference in people’s lives by producing dietary supplements with clinically relevant doses of nutraceuticals, studied in human research to be efficacious for the purpose intended.
Instead of seeking a way to reverse aging, we always seek to 'reserve' a woman’s 'age’ by increasing the ability to maintain the best years of her life, for a longer period of time—naturally. Our team is made up of multiple generations and women with various demographics but at the end of the day, we’re a team of consumers ourselves. We lead with innovation and ingenuity but keep our consumer mindset in the forefront. We put the needs of our consumers first and foremost and we bring every product to market with science-backed results. We believe women are intelligent, multitasking, fierce individuals who deserve to put smart things in and on their bodies. We believe women should not have to sacrifice their femininity or their health to keep up in a highly competitive world but instead embrace their own chaos.
What is your vision for the future of supplements?
Our vision is a supplement industry in which products produced are based upon real science, and substandard fluff products composed largely of 'window dressing' go the way of the dodo. My vision is a supplement industry in which the vast majority of products produced are capable of making a profound difference in the health and well-being of consumers. Sensationalism will probably never go away, but it would be nice if that sensationalism was based upon real science.
[i] Grand View Research Inc. “Collagen Market By Source (Bovine, Porcine, Poultry, Marine), Product (Gelatin, Hydrolized Collagen), Application (Food & Beverages, Healthcare, Cosmetics), By Region, and Segment Forecasts, 2014-2025.” Published May 2017. www.grandviewresearch.com/industry-analysis/collagen-market.