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Barimelts evolved from being defined by its delivery form to being defined by its meaning — from an innovative melt to an empathetic advocate for women navigating bariatric transformation. Some brands reach a moment when innovation alone isn’t enough — when growth depends on redefining what they stand for. For Barimelts, the pioneer in dissolvable

Although herbalism and the practice of healing through herbal remedies have been a part of human history for millennia, many credit the early 1970s as the beginning of the modern herbal era in America. Companies like Nature’s Sunshine, among others, began producing herbs for an emerging market of health food stores, practitioners, or direct to

What happens when you want to introduce a superior, clinically-proven product into a mature marketplace? Let’s start at the beginning. We wanted to go beyond the scientific platform and create a deep emotional connection that got at the heart of why concerned parents and their children would not only want to participate, but to spread

We now live in a subscription economy. That was not the case when the first personalized online supplement subscription service was launched in 1999. It was the case when Persona approached Pure Branding in 2017. Subscription services of all kinds have been around forever. But the internet has revolutionized the degree of personalization available to

Every legacy supplement brand eventually faces the reality that markets evolve. With changes in customer behavior, disruptive channels, and increased competitive pressure, these brands are forced to adapt and often reconcile the principles that built their reputation with shifting trends. For XYMOGEN, the realities of the merging consumer and healthcare professional markets challenged the core

In the spring of 2022, Biocidin Botanicals launched the first major rebrand in its 30+ year history. With a new brand name and brand strategy, a unique visual language and an energetic voice, Biocidin Botanicals revitalized and elevated its place in the healthcare professional (HCP) community. It also connected directly to consumers in a way

It’s hard to imagine a time when collagen was not a major ingredient in the world of dietary supplements. It’s now ubiquitous in almost every brand’s portfolio and has had double-digit growth in the past five years, previously making up less than one percent of the beauty-from-within supplements market and now making up nine percent.

In the world of business-to-business marketing and sales, shortening the sales cycle is a sought-after objective. Tools or processes that can facilitate that abbreviation are highly valued for many good reasons. Standard Process sells its line of products exclusively to complementary and integrative health care practitioners. (We call this business-to-practitioner, or B2P, marketing.) The brand

Going Back to Basics There is nothing sadder than a pioneering brand losing its relevance, especially if the offering is still effective and the market can still benefit from what the brand has to offer. In other words, there is no real reason for loss of relevance except that the consumer and trade no longer

You be the judge on this case study, because in the real world, life happens and decisions are made for reasons beyond your control. It all began with a great product floundering in the natural channel. Leonard Smith, former CEO of Lactaid and Beano, had recently been hired by Scandinavian company BSP Pharma to be

In May of 2011, Robert Craven took over the helm of MegaFood and Innate Response, two whole food–based supplement brands owned by BioSan Laboratories. A veteran in the natural products marketplace, Robert had been CEO of Garden of Life and later helped build a high-growth organic ingredients business. His task was to take MegaFood to

Founded in 1967, Dr. Hauschka Skin Care is today recognized as the pre-eminent natural skin care brand in the U.S. Although ahead of its time in terms of its ingredients, approach to skin care and sustainable gardening and farming practices, Dr. Hauschka had yet to make a dent in the United States market by the

What does it say about a company that goes through an entire branding process, with packaging and brochures ready to be printed, only to pull the plug at the last minute? In the case of Organic India, it says that the brand is committed to truth, authenticity and love. We’ll start with love. What moved

The “T” word is now ubiquitous in the natural products landscape. Everyone likes to say they are transparent, just like everyone claims quality and integrity. But there is another “T” word that gives a brand’s transparency some teeth: traceability. Not so long ago, transparency was a secondary thought, and traceability was feared. This is a