The privately held nutricosmetics brand launched in the US in 2013 with the now well-known ingestible collagen drink Taut Premium Collagen Replenishment Formula. (The beauty-from-within beverage has been selling in Asian markets since 2005.)
Larry Pederson, founder of RenewAlliance, credits the brand’s success in the US to careful reformulation—that is, eliminating preservatives and switching to a natural sweetener, as he told the press earlier this summer when RenewAlliance celebrated its 6th year in the States.
He also added grape seed oil to the formula of the US version of Taut Collagen and believes that the added benefit as well as selling the drinkable supplement in bundles with other RenewAlliance products has been an effective strategy (both in terms of skin benefits and consumer loyalty).
A new skin care supplement from RenewAlliance
This week’s RenewAlliance media release announcing the launch of Taut Hydrate centers on 5 reasons the brand decided to develop and launch this new so-called beauty vitamin rather than a more conventional topical hyaluronic acid skin care product.
Pederson points to the product’s ability to act on the entire body (rather than just the top layers of the skin), the fact that this hyaluronic acid is plant-based, on clinical data published in Clinical, Cosmetics and Investigational Dermatology, the fact that it can be an alternative to injectables, and that it’s formulated with grape seed extract.
Clean, green, and vegan products are in ever increasing demand in the current beauty market. So the fact that “the hyaluronic acid in Taut Hydrate (Hyabest (S) LF-P) is derived from plants and produced by a proprietary fermentation method (non-animal source) with high purity and a low molecular weight,” is significant and appealing to today’s discerning beauty consumers. As the RenewAlliance media release concludes, “This is important for vegan customers and for those who want a more natural, clean product.”
Contrasting the new Taut Hydrate capsule to topical products, the media release explains Pederson’s thinking further: “Hyaluronic acid serums and moisturizers only work on the skin's surface by drawing in moisture, and results are superficial and temporary. Taut Hydrate works from the inside and can penetrate deeper into the dermis…. Taut Hydrate is a good replacement [for hyaluronic acid injections] or complementary supplement because it works from within, continuously, and on the entire body.”
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Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.
