JSHealth Vitamins targets the US market

The brand has long had a presence in the US market through Amazon, and local consumers becoming more health conscious after the pandemic inspired the decision to focus on the US market this year, said Jessica Sepel, clinical nutritionist and co-founder of JSHealth Vitamins. . In 2023, JSHealth Vitamins experienced 300% year-over-year growth in the US market, increasing its reported valuation to $600 million.

“We are putting a lot of our focus on the US as a big growth [opportunity]and we want to understand the customers here,” Sepel said.

As Sepel explained, breaking into the US market can be a difficult feat for an independent, non-US-based brand. With celebrity-endorsed brands like Lo Bosworth’s Love Wellness, Kourtney Kardashian Barker’s Lemme and Gwyneth Paltrow’s Goop Wellness, as well as beauty giants including L’Oreal entering the beauty space, gaining an edge in the market it requires a strategic investment of resources. .

For its part, JSHealth Vitamins is choosing to increase its investments in its Amazon storefront, its influencer marketing strategy and its sponsorships of major cultural events, including Coachella, to deepen its relationship with the American community.

“We revamped our Amazon pages,” Sepel said. This included updating the brand and copy to make it easier for consumers to understand and better align with the brand’s mission. The brand will also invest in Amazon advertising, boost its Amazon ratings and work with more celebrities to drive Amazon traffic through paid partnerships and Amazon’s affiliate program. “We’re in a growth period at Amazon,” Sepel said. She declined to share the brand’s investment in Amazon.

Outside of Amazon, JSHealth Vitamins will update its influencer partnerships to include one-on-one health-focused consultations with LA-based celebrities and influencers to increase organic traffic. Most recently, the brand teamed up with professional dancer and TV personality Alison Holker (@allisonholker, 3.8 million followers). “I wanted to know what she was struggling with and give her a regimen that included lifestyle changes as well as supplements,” Sepel said. Sepel plans to conduct 4-5 of these consultations per week.

For further promotion, the brand will host pop-ups in partnership with The A List, an LA-based marketing agency that doubles as a product showroom for celebrity clientele.

JSHealth Vitamins is currently sold in 1,800 retail stores in Australia and over 1,000 in the UK, and officially launched in Singapore this month. Sepel shared that the brand has no immediate plans to sell in physical retail in the US as part of its expansion plans. “We’re still in the early stages, and first we want to figure out how we’re going to differentiate ourselves from other brands,” Sepel said.

In 2023, the value of the supplements market was estimated to be $57 billion, as reported by Future Market Insights, and is projected to reach $239 billion by 2028, according to Research and Markets. Of this, US consumers are said to drive 3.6% of its growth.