VITAVATE is a new, female-founded, Black-owned premium dietary supplement brand that encourages people to Fill Your Cup First with products for heart health, energy and focus.
According to the brand, the VITAVATE HEART formula was "developed in response to the troubling statistics that heart disease is the leading cause of death for Americans, notably, 49% of Black women over the age of 20 have heart disease in the US." VITAVATE's high-quality proprietary blend is the result of partnerships with industry-leading food scientists and founder Lori White's expertise in food safety and quality assurance.
The HEART, FOCUS and ENERGY formulas from the brand were inspired by women in Lori's life who consistently hold multiple roles and would benefit from additional support to make sure that they are properly taking care of themselves, first and foremost.
Functional Self-Care Supplements
VITAVATE Invites People to "Fill Your Cup First"
Trend Themes
1. Demand for Female-focused Supplements - VITAVATE's success illustrates a growing need for female-centered supplement brands that focus on women's unique nutritional needs.
2. Customized Proprietary Supplement Blends - Incorporating industry-leading food science and a deep understanding of customer needs, companies can offer tailored supplement regimens to address specific health concerns.
3. Intersectionality in Wellness Products - VITAVATE's focus on heart disease prevention in Black women highlights the need for wellness products that address unique health concerns facing marginalized communities.
Industry Implications
1. Nutraceuticals - The popularity of VITAVATE's high-quality supplement blends among women signals a growing demand for science-backed, natural supplements that address specific health concerns.
2. Female-founded Brands - Inclusion remains a pressing concern in the wellness industry. Brands founded by women for women defy industry norms and respond to consumer demands for representation and inclusivity.
3. Heart Disease Prevention - VITAVATE's focus on developing supplements with heart health in mind presents opportunities for firms to explore the relationship between diet and disease prevention, and develop similarly-nuanced products.