Why Reserveage Is Expanding Into Skincare After 12 Years In The Supplement Space

Why Reserveage Is Expanding Into Skincare After 12 Years In The Supplement Space

Although ingestible beauty—that is, eating, drinking, or taking in capsule form ingredients that promise supple skin and a youthful, glowing visage—dates back several centuries, the phenomenon has become increasingly popular in recent years. Walk into any Whole Foods, Trader Joe’s, or even Sephora, and you’ll be hard pressed not to find at least one product that touts an impressive beauty benefit with a mere bite of a collagen gummy or swig of a retinol-infused beverage. Indeed, it seems as though every food, wellness, and beauty company has launched offerings in the ingestible beauty space in the last few years; however, there was one brand that pioneered the concept long before adaptogen supplements and apple cider vinegar was in kitchen cabinets around the globe.

When supplements powerhouse Reserveage was first established in 2009, widespread understanding of beauty from the inside out was only just beginning, but that didn’t stop founder Naomi Whittel from creating a brand whose very identity was based on beauty in a bottle. With a slew of collagen chews, resveratrol powders, keratin capsules, and more, the company helped put ingestible beauty on the map and make it the multi-billion-dollar sector that it is today. But as traditional skincare brands continue to break into the supplements arena, Reserveage, already a dominant player in the space, is doing things the other way around.

In September, the brand made its foray into topical products with the launch of the Pro-Collagen Booster Skincare Collection, a line of four creams designed to address the most visible areas of skin on a woman’s body—the face, eyes, neck and décolleté, and hands and feet. Each of the formulations seeks to stimulate collagen production by using a proprietary technology that delivers micro-encapsulated copper peptides to the skin, an approach that distinctly differs from those of other topical collagen products.

“For years, we have seen topical products contain collagen, but collagen cannot penetrate the skin, and if it did, you would likely have a severe allergic reaction by absorbing it from another species without it first having a chance to break down in your body’s digestion,” explains Yamit Sadok, senior director of marketing at Reserveage. “By contrast, the micro-encapsulated copper peptides do penetrate the skin and result in promoting the appearance of collagen-rich skin, supporting young, smooth, and firm skin, and visibly diminishing the signs of aging.”

The new skincare also includes nine other ingredients with more than 29 clinical studies and have demonstrated highly effective results, and the finished products were all the subject of a two-year study led by a renowned dermatologist.

But Reserveage’s entry into topical skincare comes at an interesting time, when not only are legacy beauty brands getting into ingestibles but the larger beauty industry is more saturated than ever. Even so, the supplements creator believes its skincare line does something others simply are not. “The Beauty industry is shifting with growing interest from consumers around what they are putting in their body to address beauty concerns, not just on their body,” Sadok says. “Reserveage is already positioned as a premium beauty brand with collagen-boosting nutritionals, and our new Pro-Collagen Booster Skincare Collection is complementary to the supplement line, establishing our inner and outer beauty portfolio.”

Reserveage anticipates that customers will use both its skincare and supplement offerings in tandem to achieve the best possible results. “Skincare effect is strictly on the topmost layer of the skin but also has an advantage with short term benefits, such as helping lock in moisture and maintaining skin barrier function. Supplements, on the other hand, exert their effect on all three layers of the skin and throughout the entire body but will take longer to realize visible results,” the senior director of marketing notes. “So, together, they work systematically throughout the entire body by stimulating collagen production and providing long-term improvements in wrinkles, elasticity, and more.”

The skincare launch is also representative of a larger shift for Reserveage, which includes a repositioning of the brand’s identity and aims. “Late last year, we took a step back and focused on awareness studies and macro trends that were happening within the health and beauty space, along with opportunities that were available to really stand out as a brand,” Sadok recalls. “Our major takeaways were that we needed to meet women where they are, to shift our thinking from an aspirational French ideal of female beauty to a personal ideal where women redefine their own perception of beauty.”

For Reserveage, this meant maintaining the heart of the business, to create science-backed, clinically-tested products made for women by women, but changing the approach. “It really boils down to helping women of all backgrounds feel more beautiful, more authentic, and more represented,” Sadok says. “That’s the approach we’re taking with our brand and with what we offer.”