On Thursday, Body of Work, a brand created with Gen Z in mind, is making its debut with a multivitamin designed specifically for women ages 18 to 25. Priced at $25 for a 30-day supply, this multivitamin includes 11 carefully chosen ingredients like vitamin C and zinc, catering to the unique health needs and lifestyle of young women. The founders of Body of Work, Jacqueline Maslan and Alexandra Brown, aim to tap into the booming multibillion-dollar supplement industry while promoting what they refer to as “whole self-care.” While sales predictions remain under wraps, it’s clear that they are aiming to fill a significant gap within the market.
The idea for Body of Work emerged from a serendipitous connection between Maslan and Brown, who have been friends for many years. Both have extensive backgrounds in the supplement industry; Maslan worked with Vytalogy and Brown at Vital Proteins. As they exchanged ideas and experiences from their careers, they saw a clear opportunity to create a product tailored specifically to young women. “There was definitely a white space specifically addressing the need of young women,” Maslan noted, emphasizing that existing multivitamin options often overlook the distinct needs of this demographic.
To identify what young women really want from a multivitamin, Maslan and Brown extensively researched health concerns and consulted their medical advisory board. They even held focus groups to gain insights into the additional benefits young women seek. The resulting formulation not only supports skin health, immunity, and mood but also addresses overall well-being—key considerations for women who may be living in crowded dorms or navigating new social environments.
Understanding Gen Z’s critical and discerning shopping habits is crucial for Body of Work. Brown observed that this generation demands authenticity and transparency from brands, prioritizing scientific backing and quality over cost. In response, the team has launched a community-first approach, involving campus representatives who can authentically promote the brand and foster connections on college campuses across the nation. The enthusiasm was palpable, with hundreds of applicants vying for these representative roles soon after they were posted.
In addition to campus ambassadors, Body of Work will utilize a gamified rewards program on Ty Haney’s community platform, TYB. This initiative encourages fans to engage by completing challenges, answering polls, and offering feedback, earning points toward discounts and exclusive products. Interestingly, over 75% of their budget has been dedicated to branding and building this community, illustrating the brand’s commitment to connecting with their audience on a deeper level.
The multivitamin is presented in a unique format that sets it apart from the myriad of gummy vitamins available. Maslan explained that they opted for a tablet coated in a sugar-free vanilla covering, aiming to strike a balance between a pleasing sensory experience and effective health benefits. Influenced by the aesthetics of skincare brands, Body of Work has also worked closely with a branding agency for packaging to create something visually appealing and relatable. Looking ahead, both founders see vast potential for expanding their product line, adapting to the evolving needs of their customer base while focusing on their core mission of empowering young women through thoughtful, health-conscious choices.