Pacifica is digging deeper into the natural beauty space with supplements.
The new supplements, exclusive to Target, include four powders that can be added to any drinks. They retail for $19.99. The better-for-you brand is already a staple in the retail giant’s beauty department with items in the skin and sun categories. Now the push includes supplements.
“I truly believe that beauty is holistic, and about what you put in your mind, your body and on your skin,” said Pacifica’s founder Brook Harvey-Taylor. “Addressing beauty from the inside out was a natural progression for us. We also believe in situational skin care, and we are treating the supplements in the same way. Your skin changes based on stress or other factors and we offer solutions for a variety of specific situations.” The powders can be added to any beverage.
The current lineup includes, Seek Balance, with coconut, antioxidant-rich berries and plant-based probiotics designed for gut health; Glow Greens made with broccoli, spinach and kale; Slay All Day, featuring pineapple, ashwagandha, green tea and hyaluronic acid for energy and stress management; and Wake Up Beautiful, a blend of reishi mushroom, lavender, l-theanine and melatonin for relaxation.
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The mass market industry is sorting out the ingestible market, test tracking both offers from vitamin companies and beauty brands. Taylor believes beauty leaders have a competitive edge, especially with younger consumers.
“In skin care, words like ‘anti-aging’ don’t speak to a younger demographic, not because she isn’t afraid of what happens to her skin when she ages, but because she is ready to have a different and more proactive conversation about her skin-care routine,” she said. “I think the same goes for supplements. The word ‘vitamin’ isn’t interesting, and the consumer expects a deeper conversation.”