Late last week Hum Nutrition Collagen Pop tablets went on sale online an in every Sephora in the United States.
“Hum's mission is to help consumers look and feel their absolute best from the inside out by bringing them best-in-class, clinically-tested supplements,” states Walter Faulstroh, co-founder and CEO of Hum, in a media release about the brand’s new beauty-from-within product.
“With Collagen Pop,” explains Faulstroh, “we wanted to take it a step further by solving a need in the growing ingestible collagen market with the first-ever dissolvable collagen tablet that is not only the best in its class, ultra-convenient when on the go, delicious tasting, and clinically-researched but also attractively priced.”
A box of 30 tablets retail on Hum’s own ecommerce site for $30 and are meant to be taken once (at any time) each day, dissolved in a glass of 8 ounces of water. On Sephora.com 10 tablets retail for $12.
Beverage benefits
Collagen Pop tablets promise to transform water into rose-lemon tonic. The ingredients list on the Sephora product page follows: premium marine collagen, Vitamin C (Ascorbic Acid), Sodium Bicarbonate, Potassium Bicarbonate, Other Ingredients: Citric Acid, Natural Flavors, Corn Starch, Monkfruit, Stevia, Rose Petals.
And according to the brand’s media release, the collagen peptides in the formula are bioavailable, “making them easy for the body to absorb, and are sustainably sourced from non-GMO, wild caught fish that replenish the body's collagen levels.” The vitamin C is included to boost collagen production; and the rose petals “also demonstrated skin soothing benefits.”
Consumer education
As part of the marketing initiative behind the launch of Collagen Pop the brand is producing an 8-hour wellness event at The Grove in Los Angeles, California, on July 17.
The Hum Together wellness festival will include a collagen bar where Hum’s new product will be served “in a variety of refreshing ways during a beauty tonic happy hour,” according to the release. The event will include wellness focused classes and activities from category experts such as Hayley Wood, Koko Hayashi, Samy Rose, and Ashley Neese.
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Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.