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<\/p>\n\n\tA Gen Z supplement has arrived.\u00a0<\/p>\n
\n\tOn Thursday, Body of Work, a new supplement brand, is launching direct-to-consumer with its Multivitamin, $25 for a 30-day supply. The multivitamin is formulated with 11 key ingredients, like vitamin C and zinc, targeted to the needs of women ages 18 to 25 specifically and offering what the team calls \u201cwhole self care.\u201d The brand did not share sales projections but said they are looking to tap into the multibillion-dollar supplement market.<\/p>\n
\n\tThe concept for Body of Work was born when lifelong friends Jacqueline Maslan, cofounder and chief executive officer, and Alexandra Brown, cofounder and chief marketing officer, both found themselves working in the supplement industry. Maslan was brand manager, innovation at Vytalogy, while Brown was the associate director of communications at Vital Proteins.\u00a0<\/p>\n
\t\t\t\t\t\t<\/p>\n
\t\t\t\t\tBody of Work cofounders Alexandra Brown and Jacqueline Maslan<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy<\/p>\n
\n\t\u201cIt was sort of kismet,\u201d Maslan said.<\/p>\n
\n\tFrom there, the two began brainstorming, each recognizing opportunities in the supplement industry from their two different vantage points.\u00a0<\/p>\n
\n\t\u201cThere was definitely a white space specifically addressing the need of young women, which we\u2019re defining as 18 to 25,\u201d Maslan said. \u201cIf you look at the multivitamin categories specifically, there are so many that are either prenatal or for women 50-plus or generically 18-plus. There wasn\u2019t a product out there that was addressing not only the health needs of young women, but also addressing additional benefits that they were looking for.\u201d\u00a0<\/p>\n
\n\tUpon starting Body of Work, Maslan and Brown discovered what the health needs were via research and the brand\u2019s medical advisory board and the additional benefits women were interested in by tapping into focus groups.\u00a0<\/p>\n
\n\t\u201cIt supports everything from your skin, which we heard was incredibly important, nails [and] immunity. Imagine living in a dorm or living among many, many new people \u2014 immunity was really key, also mood and just general well-being,\u201d Maslan said.\u00a0<\/p>\n
\n\tBrown added: \u201cWe saw through research that young women are among the most nutrient deficient, and they\u2019re really invested in their wellness<\/a>, but don\u2019t always quite know where to start. We had conversations with real women through focus groups, and we learned that a lot of them were just looking for a solution to support their overall well-being.\u201d\u00a0<\/p>\n \n\tTherefore, the formula includes ingredients like vitamins C and D and zinc for immunity benefits, biotin for nail health, iodine for metabolism function, green tea for its skin health benefits, magnesium for bone health and more.\u00a0<\/p>\n \n\tBy focusing on Gen Z, Body of Work is targeting one of the most discerning cohorts of shoppers, making differentiation crucial.\u00a0<\/p>\n \n\t\u201cGen Z has a really high bar for brands and demand authenticity and transparency,\u201d Brown said. \u201cThey\u2019re looking for science-backed solutions. They\u2019re prioritizing quality over price.\u201d\u00a0<\/p>\n \n\tThe team is first attacking this with its community-first approach. For starters, they are offering campus representative roles \u201cso that real women can help promote the brand through in-person events and on social media on campuses across the country,\u201d according to Brown.\u00a0<\/p>\n \n\t\u201cWe actually posted that role and had to take it down within a week because we received hundreds of applications,\u201d she said.\u00a0<\/p>\n