‘Cross category solutions’: NZ’s Me Today CEO outlines expansion plans in Japan, Australia and Ireland with supplement and skin care lines

By Guan Yu Lim

- Last updated on GMT

Related tags New zealand Japan Australia Ireland Supplements Skin care

New Zealand-based wellness brand Me Today has signed distribution agreements in Japan, Australia and Ireland as part of its expansion push.

Known for its supplements and natural skin care products bridging inner and outer health and beauty, Me Today’s products target needs ranging from general health and wellbeing, sleep, stress, skin, eye, immune to hydration, brightening and nourishing.

The firm recently signed a distributorship with MASH Beauty Lab in Japan, which will see it develop 10 supplements and skin care products for the market.

The products are expected to launch later in October, across retail chain (Biople by CosmeKitchen) owned by MASH Beauty Lab.

While the actual products are as yet undisclosed, Me Today’s CEO Michael Kerr said some of the them would include a daily multi-nutrient supplement for males and females, as well as a beauty-from-within supplement.

In Japan, the products are currently undergoing tests and regulatory works in preparation for the launch.

Me Today hopes to eventually extend the range, products and sales channels in Japan, and consider bringing in its existing range of products sold in New Zealand.

Watch the video to hear more from Kerr.

New markets

Besides Japan, Me Today also recently signed an agreement with Uniphar Wholesale in Ireland which operates pharmacy chains such as Allcare, Life and Hickey’s.

The products are expected to be on shelves in September 2021.

In Australia, Me Today also signed an agreement with Adore Beauty, an online-only cosmetic retailer, which will see it launch a selected range of supplements and skincare products by Q4 2021.

Products will be available on both the Australian and New Zealand Adore Beauty sites.

Kerr told NutraIngredients-Asia​: “Over the next 12 months, we will be launching and navigating new markets to drive growth of our supplement and skin care range. We are also excited about the New Zealand market which will see us enter other categories and create cross category solutions for consumers​.”

Home market

Kerr together with two other founders established Me Today in 2019 to bridge inner and outer health and beauty under one brand.

Me Today is not just about supplements, it's about skincare as well so we're a one brand solution across a couple of categories​.”

In its home market New Zealand, its best selling supplements include the women’s daily multivitamins, sleep supplement, men’s daily multivitamins, and a hair, skin and nail supplement.

In the skin care space, its women’s daily moisturiser and serum are popular products.

It recently launched a facial oil to restore and moisture the skin, as well as a rosehip oil to target stretch marks, fine lines and wrinkles. 

In New Zealand, its predominant retail partner is Green Cross Health which has a network of pharmacy chains including Unichem and Life Pharmacy stores.

According to Kerr, the firm has plans to further roll out its products in more independent pharmacies, and department stores.

Financial results

Last year, CSM Group Limited acquired Me Today as well as its sales and marketing business The Good Brand Company Limited. The acquisition will help accelerate growth of its existing New Zealand market as well as new markets and provide capital to invest in product development.

Me Today recorded NZ$1.4 million (US$1m) in gross revenue for its first financial year and expects annual gross revenue for FY22 to more than double to at least NZ$3m (US$2.1m).

Kerr added average month-on-month sales grew 15 to 20% during FY21, amid challenges imposed by the COVID-19 pandemic.

He added: “We were lucky enough we can still continue to operate despite the COVID-19 pandemic​.

There was noticeable pressure on the raw materials sourcing, but also material for packaging, but we were lucky that we pre-booked quite a bit of packaging, prior to going into COVID-19​.”

While prices of raw materials continue to increase, we are also receiving more orders on our end which we are happy with. We are mindful of these challenges and continue to work with our contract manufacturers, packaging companies and retailer partners to hopefully mitigate some of these increases over the next months​.”

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