A new brand uses hair tissue analysis to customize vitamin packs

26-Sep-2019 - Last updated on 26-Sep-2019 at 13:07 GMT

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The recently launched Paragon Vitamins business promises to personalize consumer vitamin plans using a hair sample, a quiz, and an algorithm. While not a beauty supplement brand, per se, Paragon is the latest in a long line of new nutrient brands encouraging consumers to make the connection between wellness and appearance.

Jeff B Smith and Sam Bock co-founded Paragon Vitamins this year on the premise that each person’s nutrition and wellness needs are unique and are uniquely communicated by the mineral profile in that person’s hair.

The Paragon Vitamins technology is an automated version of a service that was previously more labor intensive and cost prohibitive. The analysis and supplement recommendation method takes into account over 350 biomarkers and symptoms as well and environmental and lifestyle factors. “This complex data processing initially took 2-4 weeks and cost $10,000-20,000,” according to paragonvitamins.com.

The people and the plan

Smith retired earlier this year from a nearly 30-year career at Johnson & Johnson. While Bock owns Paragon Sciences, an R&D, manufacturing, and consulting business that serves corporate and government clients on projects spanning energy development, environmental science, health science, sport development, and more. The 2 teamed up to create Paragon Vitamins.

“As a biochemist turned professional athlete and then Olympic coach, I had a vision for alternative ways to approach optimal health,” says Bock in a press release about the new brand. “I know firsthand through my work with clients and athletes what can be achieved with science-backed wellness regimens.”

Smith then points out that “Until now, Paragon's precision health offering was only available to a limited number. With recent advances in technology, we have been able to create a proprietary algorithm, allowing these solutions to be unlocked for everyone.” And he adds, “We're excited to be at the epicenter of this democratization in health and wellness.”

The process and the product

Like so many popular consumer testing services today (many of which have made news here on Cosmetics Design: 23andMe, epigenCare, Imagene Labs, Onegevity Health, and others), the Paragon Vitamins service starts with a consumer cell/tissue sample.

Interested consumers order a Hair Tissue Mineral Analysis kit, and send back a lock of hair. There’s also a 15-minute online quiz. From there the Paragon algorithm generates a report and makes recommendations, and consumers can then purchase personalized vitamin packs from the brand’s ecommerce site.

The Paragon Vitamins site currently features 14 boost packs and multi-nutrient pills promising to address specific concerns like sleep, sport, pms, and probiotics. And there are 50 single supplements listed as well, ranging from conventional vitamins like riboflavin and vitamin C to popular herbal supplements like turmeric and grape seed extract.

According to this week’s press release from the brand, “in partnership with a team of expert biochemists, engineers, doctors and pharmacists, Paragon Vitamins will safely, reliably and affordably determine individual supplement needs. Finished products are rigorously tested and include third party verification to ensure they are non-GMO, safe, pure, and potent.”

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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.