‘Inside-out vitamin power’: Australia’s JSHealth eyes independent stores for sales expansion as beauty range takes off

By Si Ying Thian

- Last updated on GMT

JSHealth Vitamins targets independent stores for sales expansion
JSHealth Vitamins targets independent stores for sales expansion

Related tags beauty from within inside-out beauty Skin care Vitamin Hair care

Australia’s JSHealth Vitamins has launched a number of products with new formulations and formats and has set its sights on independent chemists and stores for sales success.

This follows an aggressive expansion in community pharmacies, supermarkets and department stores across Australia, the UK and soon and soon in the US – putting the brand’s presence in over 3,000 retailers worldwide.

Founded in 2018 by author Jessica Sepel, JSHealth offers supplements, ranging from capsules, collagen to protein powder and bars, as well as vitamin-infused skin care and hair care.

Within Australia, most of its offline sales happen at pharmacy retailers such as Chemist Warehouse and TerryWhite Chemmart, followed by Woolworths supermarket, then independent stores ranging from hairdressers, beauty salons, active clothing, and chemists.

Head of Growth Caroline Jessett told us: “We made the call a year ago to go into retail, and first into Chemist Warehouse which has been great. One of our goals was to be more readily available to our customers. Retail distribution is still quite new for us.The strategy moving forward is to continue the growth in retail and to focus on independent stores – the hairdressers, little health shops and independent chemists.

“We love to work with smaller retailers because you can educate so much closely with the staff. They give extra love to our products than the bigger retailers. Because they've got a limited range, they tend to know more about the products that they stock so they can give better advice to customers looking for solutions,” ​Jessett explained.

Expansion strategy

Distributor management is another pertinent aspect of its expansion strategy.

Aligned with its goal to expand among independent partners, it launched a wholesale, business-to-business website five months ago, hoping to make it easier for potential retailers to procure directly from the brand.

The website is backed by a retail team “to support the independence of retailers to become its suppliers​”, providing them with in-depth information about the product ingredients, benefits and how they are different from other supplements in the market.

Its biggest export markets are US, UK, Europe, as well as Singapore and Indonesia leading in Asia-Pacific. The brand is also hoping to leverage on the website for its overseas expansion, as it is targeting retailers in Singapore and New Zealand next.

Product launches

JSHealth rolled out a number of new products late-year, some of which mark its entry into the beauty-from-within segment.

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JSHealth's hair care bundle © JSHealth Vitamins

Our biggest sellers have been our skin care and hair care supplements. Customers have been asking what else they can do to support their skin and hair health, and that’s when we ask how we can help them to marry the inside-out vitamin powder of our formulas. Kelp is one of the main ingredients we use in our hair and energy formulas. It’s a really nice synergy between our oral supplements and external range."

Its skin care products range cleansers, moisturizers, serums; and hair care products range shampoo and conditioner sold individually or bundled alongside its supplements range.

New formula launches in the supplements space would address mood and emotional balance which optimises saffron as a hero ingredient, sleep support, and a vitamin D+ formula for bone health and heart health.

In the powder format space, the branch also launched a Kyoto-harvested matcha powder that is intended to replace coffee caffeine, making it more accessible for customers to take in its benefits in their day-to-day lives.

The new products would enable the brand to address the “overall vitality of its customers​”, it added.

Its founder taps on her social media presence to drive NPD. Jessett explained: “Jessica has got an incredible community she speaks to on a daily basis over Instagram. She’s constantly asking them: What are you feeling? What can we help you with? Is there anything we don’t have that you’d like to see. The engagement with the community has been our point of difference, and there’s so much power in creating these things for the community.”

Moving forward, the brand teases that formulas in the works would focus on “building external confidence​” with more hair and skin health products, and around their mental health in supporting mental health in reducing stress, supporting sleep and energy levels’

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