Dirtea diverges from mushrooms
Mushroom powders brand Dirtea is diverging from its central product line with the launch of its Pure Essentials range, described as “a clean, foundational collagen and creatine system designed to sit beneath its existing range”.
The brand described the move as a “move from functional mushroom specialist to a broader functional nutrition authority, creating a layered system where foundational ingredients underpin performance mushrooms, rather than compete with them”.
Both ‘clean’ and ‘pure’ powders are designed to be taken together daily with the mushrooms powders.
The launch is a direct response to consumer behaviour observed within Dirtea’s global customer base.
“Pure Essentials came directly from how our community was already using Dirtea,” said Andrew Salter, founder of Dirtea. “People were adding creatine and collagen to their Dirtea Coffee and Matcha every day, but they wanted versions they could trust – taken daily, without fillers or compromise. Pure Essentials is our response: clear, foundational support designed to sit underneath everything else.”
Dirtea creatine and collagen (Dirtea)
Both SKUs contain just one active ingredient and are independently tested by Eurofins and Light Labs to verify purity and safety.
Dirtea Pure Essentials Collagen delivers 5,000mg per serving of Type I and Type III Peptan hydrolysed collagen peptides.
Dirtea Pure Essentials Creatine contains 100% micronised creatine monohydrate.
Jessica Salmanpour, Dirtea CEO said many people have questioned the move away from mushrooms but she argued the launches are in-keeping with the brand’s ethos.
“We’re not building a category, we’re building a brand people can trust. And trust is the rarest asset in wellness right now,” she told her LinkedIn community.
She added that perceptions around creatine as a ‘gym bro’ supplement are outdated.
“Creatine is one of the most researched ingredients out there, yet it’s still so misunderstood. Somewhere along the way it became a ‘gym bro supplement that makes you bulky’,” she said, adding that she takes it for its bone and cognitive health benefits and general energy and wellbeing.
“As a CEO and a mum of two – mental strength matters as much as my physical strength.”
Pioneering formulation for menopause plus PCOS
MyOva, the supplement brand focused on fertility and hormonal balance, has launched two new products for support with the monthly cycle and for those going through menopause with polycystic ovary syndrome (PCOS).
MyOva Menoplus is the first-ever menopause supplement designed to address both the hormonal and metabolic symptoms associated with menopause and PCOS (Polycystic Ovary Syndrome). The formulation includes: Myo-inositol, shatavari extract, maca extract, D-chiro-inositol, vitamins B6 and B12 and folic acid.
MyOva NPD (MyOva)
MyOva Cycle Support targets the symptoms associated with PMDD (Premenstural Dysphoric Disorder), severe PMS, painful periods or heavy cycles.
The formulation brings together botanicals traditionally used to support mood, balance, relaxation, stress resilience and menstrual comfort, including: Ashwangandha (KSM 66), L-theanine, chamomile, 5-hydroxytryptophan (5-HTP), Rhodiola, turmeric and broccoli extract.
NPD to help women bloom
Feel Supreme has launched a three-strong ‘Bloom Collection’, the brand’s first women’s wellness collection created “to support every stage of womanhood”.
Joining the company’s line of more than 40 holistic products, Meno Bloom if formulated using SRI-81 Shatavari, an ingredient backed by multiple clinical studies showing significant improvements in hot flushes, mood and libido.
Bloom collection (Bloom collection)
Mind Bloom delivers Cognivia, a patented blend of two different extracts of sage clinically backed to support significant improvement in memory and reduction of brain fog in females. The product includes a QR code allowing users to download an app to test their memory and monitor improvements over time.
Cycle bloom aims to support women throughout the monthly cycle. Ingredients include chasteberry, magnesium and methylated B vitamins including methyl folate rather than folic acid. This is designed to support mood, cramps, energy levels and hormonal regulation.
Nutrigums Vitality range targets liver health
UK vitamin gummy specialist Nutrigums has unveiled its new premium Vitality Series, launching with a Liver Support gummy designed to meet growing consumer demand for targeted, functional nutrition, and responding to ”one of the fastest-growing segments in the supplements market”, according to the firm.
Bridging the gap between entry-level gummies and high-cost specialist supplements, the range will deliver science-backed formulations, premium ingredients and everyday affordability.
NutriGums liver support (NutriGums)
“Consumers are no longer satisfied with generic wellness products. They want targeted solutions, transparent ingredients, and formats they’ll actually stick with,” Fabian Whittingham, co-founder of Nutrigums, said. “The Vitality Series has been developed with this mind, offering a more premium option at an affordable price tag.”
He added: “Liver health has emerged as a priority wellness concern, driven by increased awareness around energy, digestion, alcohol moderation and metabolic health.”
The citrus flavour vegan supplement features: Choline, vitamin C, vitamin E, and milk thistle (Silybum marianum).
Gummy beauty line
Gummy supplement manufacturer TopGum Industries, Ltd. has crafted a new beauty-from-within concept addressing consumers’ growing desire for holistic solutions for hair, skin and nails (HSN).
The new HSN+ line is a no-added sugar, fiber-based gummy, which provides hair, skin and nail support.
Beauty TopGum (TopGum)
“The new gummy concepts are offered in a broad range of natural fruit flavors and shapes, and can be customized for iconic supplement brands,” said Eyal Shohat, CEO of TopGum. “We are empowering supplement companies with new opportunities to become end-to-end providers of a comprehensive beauty kit: ones that align with consumers’ healthy lifestyle, inner wellness and beauty ideals.”
“HSN supplements have been known to serve women aged 30 to 55. However, women as young as 20 are increasingly recognizing that natural ingredients can boost skin glow, hair strength, and nail growth, especially as delicious and convenient gummies,” notes Inbal Nahmias Horev, Head of Global Marketing and Sustainability.
Each 3 g cherry-flavored gummy includes 45 mg hyaluronic acid, 200mg collagen biotin, zinc, vitamins C, E and B-complex and essential minerals.
The collagen is fish-derived, allowing for kosher certification with a neutral flavor that bears no discernible hint of the source.
