The Tamesis
Sult is an interesting case study. The brand, co-founded by Milly Goldsmith and Henry Porpora, has built a following by telling unfiltered stories on social media, sharing how the founders paired up on Hinge, reconnected a year later, and eventually began developing the idea for an electrolyte brand, each investing £10,000 before launch. Visually, Sult leans towards a bold, high-impact brand identity, with a bright green logo and blue packaging to stand out on the shelf. But its cultural appeal is built online as well as offline. The founders documented the journey in real time, from the evolution of the brand, from real screenshots of notes, drawings and diagrams on the Miro board, to reading product reviews, to the behind-the-scenes journey of a product from manufacturer to packaging.
“As the vitamins and supplements category evolves, customers now expect them to be as visually appealing as skincare and cosmetics, which in the past was considered a more commoditized area,” said Emma Monaghan, head of own brands and exclusive products at Superdrug. “However, while brand and positioning help attract customers, it’s our product efficacy and expertise that builds trust and drives customer purchase.”
Of course, there are countless A-listers profiting from this, which are clearly brand builders, but as Scott warns: “The celebrity angle alone is not enough. There needs to be substance behind the endorsement, whether it’s clinical support or proprietary innovation.” She points to brands like Epetome, founded by British influencer Emily English (@EmTheNutritionist), which combines a powerful founder-led message with its Synbiotic Duo Cap technology, designed to protect ingredients on their way into the gut. Likewise, David Beckham’s IM8 draws on expertise from medical research, nutrition, exercise science, oncology and even NASA.
space innovation
As the supplement category matures, innovation is increasingly defined not by what supplements do, but by how they fit into daily life.
Rachel Chatterton, product and global brand director at UK health retailer Holland & Barrett, said: “Gummies are currently the fastest growing format globally, with annual growth of around 20%, driven primarily by convenience and ease of use.” She attributes this to wider behavioral shifts. She says many people see fatigue, time pressure and lack of motivation as major barriers to maintaining healthy habits, so they are increasingly drawn to formats that are simple, accessible and easy to incorporate into their daily lives. “We’re also seeing growing interest in powders, liquids and functional drinks, particularly as they fit seamlessly into existing habits.”
Hydration has emerged as a prominent sub-category and a core driver of innovation, with sachets, soluble electrolyte tablets and ready-to-mix mixes changing the way consumers take supplements on a daily basis. “Hydration has been a standout category, maintaining strong momentum in 2025 and continuing into 2026,” Chatterton confirmed.
