The Vitamin Shoppe Launches TrueYou Beauty

Secaucus, NJ-based Vitamin Shoppe announced the launch of TrueYou Beauty, an extension of their Retail-owned Brand TrueYou, the assortment of premium vitamins and supplements that cater to the unique and evolving needs of women through every stage of their lives.

TrueYou Beauty is launching with a range of clean-crafted, sumptuous-smelling body washes, scrubs, lotions, body butters, and more. Every TrueYou Beauty product is clinically studied for safety and efficacy, certified animal-testing free, and expertly crafted to nourish skin, while promoting holistic wellness and balanced well-being.

All TrueYou Beauty products formulated to remain on skin – including body lotions, body butters, and hand creams – are enriched with the brand’s advanced Core 5 Nutrient Complex. This proprietary, trademarked complex includes: niacinamide (vitamin B3) to brighten skin, improve the skin barrier, and improve the appearance of enlarged pores; vitamin C (ascorbic acid) to brighten skin and even out complexions; peptides/collagen peptides to promote collagen production and aid in skin elasticity; hyaluronic acid to hydrate and plump skin; and bakuchiol oil (psoralea corylifolia) to improve the appearance of fine lines and wrinkles while minimizing the appearance of enlarged pores.

Muriel Gonzalez, Chief Merchandising and Marketing Officer of The Vitamin Shoppe, commented: “The Vitamin Shoppe launched TrueYou last year as a comprehensive supplement brand with the goal of inspiring self-care and empowering every woman’s brilliant self to shine through. With TrueYou Beauty, we’re expanding on that ethos, delivering innovative and effective bodycare formulas that leverage the industry-leading wellness and ingredient expertise of The Vitamin Shoppe. Our customers increasingly view beauty through the lens of holistic wellness and with TrueYou we have created a brand that meets those needs with premium quality, science-backed supplements and beauty products.”

The collection includes:

  • TrueYou Beauty Body Wash – A daily gel body wash enriched with natural conditioning oils that cleanse without stripping the skin’s moisture barrier. Available in calming Aloe Cucumber and energizing Mandarin Orange scents.
  • TrueYou Beauty Body Scrub – a gentle daily body exfoliant that polishes skin with bamboo powder and replenishes moisture with vitamin E and avocado oil. Available in calming Aloe Cucumber and energizing Mandarin Orange scents.
  • TrueYou Beauty Body Lotion – A lightweight body moisturizer with coconut oils to hydrate and leave skin feeling soft and smooth. Available in calming Aloe Cucumber and energizing Mandarin Orange scents.
  • TrueYou Beauty Body Butter – A deliciously decadent whipped body moisturizer with coconut oil that deeply hydrates and softens. Available in calming Aloe Cucumber and energizing Mandarin Orange scents.
  • TrueYou Beauty Close Comfort Hand Cream – A fast-absorbing, fragrance-free hand cream with skin conditioning shea and cocoa butters that leaves hands silky-smooth.
By Published On: February 21st, 2023Tags:

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About the Author: Christopher Durham

Christopher Durham is the president of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.



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