This month, HUM Nutrition is expanding its offerings into Target’s Natural Beauty aisles. The placement into the Natural Beauty section, rather than the supplement section, reflects the brand’s history as “the first company to successfully bridge the gap between beauty and wellness by focusing on solutions that tackle skin, body, and mood concerns with nutritional solutions that are rooted in science,” shared Walter Faulstroh, CEO and Co-Founder of HUM Nutrition.
To learn more about the background behind HUM Nutrition and the brand’s relationship with the beauty and wellness space, the significance of the expanded product placement in Target retailers, and the brand’s plans for further innovation and development in beauty from within products, we spoke to Faulstroh for his insights.
About HUM Nutrition
HUM Nutrition’s brand mission is focused on providing consumers with “a science-based approach to wellness that delivers results, yet is affordable and accessible to most consumers, easy to understand, and engaging,” Faulstroh shared, as “every touch point matters, and consumer education plays a critical role in our success within the industry.”
Since the brand was founded in 2012, the brand has made significant impacts in the beauty from within space, and “HUM has been at the forefront of innovation with many firsts including the first ingestible beauty brand to scale,” as well as being “the first brand to conduct double-blind placebo-controlled studies on hair gummies,” he explained.
In addition to being a clean supplement brand, the company also focuses on sustainability, and “another industry first was the company's full transition to prevent ocean plastic, which to date has prevented the equivalent of over 23+ Million water bottles from reaching the ocean,” he said.
Product expansion to Target’s Natural Beauty shelves
As “HUM is a digitally native brand,” said Faulstroh, “our extensive data gives us very strong visibility into our consumer profile.” Therefore, he continued, “with that information in mind, we saw a very strong overlap between our consumers and the Target guests who shop at Target Beauty.”
Considering that “HUM has been at the forefront of women’s wellness with clean and clinical formulas at accessible price points delivering great value to our consumer base,” he added, the move to put some of the brand’s ‘proven bestsellers and fan favorites’ on the retailer’s Natural Beauty shelves reflects that “HUM has been at the forefront of women’s wellness with clean and clinical formulas at accessible price points delivering great value to our consumer base.”
As a result, “we do believe that our consumers share similar attitudes to the Target guest, which is why we are particularly excited to be able to expand in this new channel,” he explained.
Like all HUM Nutrition products, the brand’s expanded offerings are formulated with ingredients that “are clearly highlighted and broken down so consumers can do an easy deep dive into how much of the active ingredients they are actually getting,” he added. The brand will continue working with “independent 3rd parties such as the Clean Label project that tests all products and randomly pulls products off the shelf to test further” and ensure consumer product efficacy.
Next steps
Currently, HUM Nutrition is “at the forefront of women’s wellness and beauty, which is reflected in our innovation pipeline,” Faulstroh said, and the brand’s offerings include support for a woman’s “journey from first period to conception, to Perimenopause and Menopause with clean formulas that are supported by gold standard clinical research.”
He concluded that “there is a lot of white space in women’s wellness which we are excited about, [and] this will include continued retail expansion throughout our key channels and innovation that truly moves the needle for our fanbase.”
Interested in learning more about HUM Nutrition and trends in the beauty from within space? Please register now to join CosmeticsDesign and Walter Faulstroh on January 31, 2024, for our free Beauty Forward Summit.
