Looking good: Chromadex debuts in beauty-from-within category with HK launch

By Tingmin Koe

- Last updated on GMT

Tru Niagen Beauty is Chromadex's is exclusively launched in Hong Kong's Watsons.
Tru Niagen Beauty is Chromadex's is exclusively launched in Hong Kong's Watsons.

Related tags Chromadex Hong kong Nad Us

Chromadex, the nicotinamide riboside (NR) specialist, has entered the beauty-from-within space with its new product exclusively launched in A.S. Watsons Hong Kong both offline and online.

The new launch, Tru Niagen Beauty, is sold at HKD$588 (US$75) 60 capsules per bottle, it is slightly pricier than Tru Niagen which costs HKD$428 (US$55).

It first launched​ Tru Niagen, its flagship for healthy ageing, in Hong Kong in September 2017.

“Tru Niagen Beauty will allow us to reach new demographics seeking our science-backed solutions for their beauty routines,”​ said CEO Rob Fried.

Designed to “nourish cells below the surface”,​ the product contains the firm’s patented ingredient Niagen to increase NAD+ production for speeding up cell repair, as well as hyaluronic acid for reducing wrinkles appearance.

Biotin is also added for hair, skin, and nails, and grape seed extract and vitamin E as the sources of antioxidants.

The firm added that the target market of the new product was for younger women who were interested in managing physical signs of ageing and were looking for products that contain high quality ingredients. 

“The health and well-being category is the top priority now for every customer around the world. Health is ‘inside beauty’, and it goes hand-in-hand with beauty when it comes to customer needs,”​ Malina Ngai, Group COO of A.S. Watson Group and CEO of A.S. Watson (Asia & Europe) said.

According to A.S. Watsons latest financial report, its health and beauty operations in Asia have grew by 7% last year. 


Tru Niagen is one of the featured health brands on Watsons Hong Kong’s website, alongside Swisse, Wyeth, and Holland and Barrett.

It also clinched the ‘Most Favourite Brand’ amongst the Watsons Hong Kong’s loyalty members.

“Tru Niagen is a unique supplement with cutting-edge technology, and it has become one of our top selling health products since launch,”​ said Ngai.

Chromadex is backed by big name investor, Hong Kong’s tycoon Li Ka-shing.  

Last year, the company brought in net sales of $46.3m, a 47% yoy increase, with Tru Niagen contributing $31.6m.

Building on its presence in Hong Kong, New Zealand, and Singapore, it expanded into other key APAC markets – China via Tmall and Japan via Amazon last year.

This year, it expects revenue growth to be driven mainly by the Watsons international business, e-commerce business in the US, and the launch in new markets, such as UK and Australia.

Just last month, it went into Australia via a distribution partnership with Matakana Health after receiving its listing on the Australian Registry of Therapeutic Goods (ARTG) in January.

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