Sult is an interesting case study. Co-founded by Milly Goldsmith and Henry Porpora, the brand has built its following through unfiltered storytelling on social media, sharing everything from how the founders matched on Hinge, reconnected a year later, and ultimately began developing the idea for an electrolytes brand, each investing £10,000 before launch. Visually, Sult leans into bold, high-impact branding, with a bright green logo and blue packaging designed to stand out on the shelf. But its cultural traction has been built just as much online as offline. The founders have documented the journey in real time, from the evolution of their branding, featuring real screenshots of notes, drawings, and diagrams from their Miro board to reading reviews of the product and behind-the-scenes looks into how the product is made from manufacturer to packaging.
“As the vitamin and supplement category evolves, customers now expect them to be as visually appealing as skincare and cosmetics products, whereas in the past this was considered a more commodity area,” says Emma Monaghan, head of own brand and exclusives at Superdrug. “However, while branding and positioning help to bring in customers, our product efficacy and expertise is what builds trust and drives our customers to purchase.”
Of course, there have been countless A-listers cashing in, which is an obvious brand-builder, but as Scott warns: “The celebrity angle on its own isn’t enough. There needs to be substance behind the endorsement, whether that’s clinical backing or proprietary innovation.” She points to brands like Epetome, founded by UK-based influencer Emily English (@EmTheNutritionist), which pairs strong founder-led messaging with its Synbiotic Duo Cap technology, designed to protect ingredients en route to the gut. Similarly, David Beckham’s IM8 draws on expertise across medical research, nutrition, sports science, oncology, and even Nasa.
Innovations in the space
As the supplement category matures, innovation is increasingly being defined not by what supplements do, but how they fit into everyday life.
“Gummies are currently the fastest-growing global format, with around 20% annual growth, largely driven by convenience and ease of use,” says Rachel Chatterton, director of product and global brand at UK health and wellness retailer Holland & Barrett. She chalks it down to a broader behavioral shift. Many people cite fatigue, time pressure, and lack of motivation as key barriers to maintaining healthy habits, so they are increasingly drawn to formats that are simple, accessible, and easy to incorporate into daily routines, she says. “We are also seeing growing interest in powders, liquids, and functional drinks, particularly where they fit seamlessly into existing habits.”
Hydration has emerged as a standout sub-category, becoming a core driver of innovation, with sachets, soluble electrolyte tablets and ready-to-mix blends transforming how consumers engage with daily supplementation. “Hydration has been a standout category, building momentum throughout 2025 and continuing into 2026,” confirms Chatterton.
