Exploring Australia’s attitude to supplements

Published: 8-Dec-2016

As Australian cosmetics gain popularity in the UK, Cosmetics Business talks to the Ambassador of Australian supplements brand Swisse Vitamins to find out how consumers are engaging with supplements down under

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Australian beauty has come into its own in the past year, with brands from down under catching the attention of UK and US consumers across cosmetics categories.

Hair care and skin care have proved especially popular, with the likes of Kevin Murphy, Jurlique, Lucas’ Pawpaw Remedies and O&M becoming instant hits with those looking to embody the Australian lifestyle and harness the best of nature.

But what about the supplement sector? As the trend for supplements take off with no sign of a slowdown, could Australia be trailblazing here too?

Cosmetics Business caught up with Swisse Vitamins Ambassador and Nutritionist Rick Hay. Swisse Vitamins, an Australian brand, launched in the UK in October 2015 and has already generated £1m in sales through its exclusive distribution via Boots. The brand counts its Hair Skin Nails product as one of its most popular.

P&G recognised its potential and acquired the brand’s marketing and distribution rights in Europe and the UK.

Rick Hay

Rick Hay

What do Australian consumers think about supplements?
It goes back to the late 80s and early 90s when here [in the UK] it was harder to talk much about botanicals or even the vitamins and superfoods that were just emerging. Whereas at home, a bit like LA, they were already establishing. There’s a difference

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