British beauty-from-within brand Perfectil launches in the US with Walgreens

31-May-2018 - Last updated on 31-May-2018 at 16:08 GMT

iStock / ElNariz

British company Vitabiotics is betting on the US nutricosmetics market with a nationwide launch of its Perfectil brand announced this morning.

Vitabiotics_Perfectil_Tablets — Perfectil supplements, marketed for hair, nail, and skin benefits, contain B-vitamins and minerals like selenium and zinc.

The hair, skin, and nails supplements specialist Perfectil just hit shelves at Walgreens.

A spokesperson from the company told us that this Walgreens deal marks its first stateside entry, though it has been available to US consumers online through various platforms.

The US launch also includes products specifically for the US market: Triple Active Support for Skin, Hair and Nails; Perfectil Nails; Perfectil Hair and Perfectil Skin.

Its main ingredients include B-vitamins like riboflavin and niacin, as well as minerals selenium and zinc.

"We are delighted to now be able to offer Perfectil in the US market. Perfectil is recognized throughout the world for its scientific approach to beauty from within, and we are excited to bring our effective formulas to America," said Tej Lalvani, CEO, Vitabiotics USA LLC.

Perfectil owns a portfolio of granted and filed patents in the space. In April this year, the brand was awarded the Queen’s Awards for Enterprise in Innovation.

US beauty-from-within category is rising

Sales of supplements positioned for beauty was valued at $76 million in 2015, according to market research firm Euromonitor. It ranks seventh, behind three Asian markets—where the category is strongest (Japan, China, and Hong Kong), and three European countries (Italy, Germany, France).

But investors and experts alike are seeing an uptick in US consumer interest for the category.

Indicators include beauty brands that have traditionally focused on topical products like Zirh and Avon, adding supplements to their portfolios, and supplement start-up HUM Nutrition receiving $5 million from investors in a Series A back in November.

An article critical of the category published in April in news site Vox linked the rise of beauty supplements to new marketing techniques used on visually-stimulating social media platforms like Instagram.

The global beauty supplement market was worth $3.5 billion in 2016 and is expected to reach $6.8 billion by the end of 2024, Vox reported, citing data from Goldstein Research.