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02/09/2022

The Vitamin Shoppe rolls out TrueYou supplements for women

TrueYou is a line of supplements formulated to cater to the unique and evolving needs of women at every stage of their lives.
Gisselle Gaitan
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The Vitamin Shoppe is looking to cater to the unique and evolving needs of women at every stage of their lives.

New from the omnichannel specialty retailer of nutritional products is the TrueYou line.

Consisting of an assortment of supplements that have been crafted from premium ingredients and backed by science, the line was formulated to inspire self-care and balanced wellbeing by empowering every woman’s brilliant self to shine through, the Secaucus, N.J.-based company said.

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“TrueYou is one of the most significant brand launches in The Vitamin Shoppe's 45-year history and we are excited to deliver these exceptional new products to a diverse range of women. We saw a meaningful need in the marketplace for a wellness brand that supports and empowers women throughout their lives,” Sharon Leite, CEO of The Vitamin Shoppe said. “A woman’s nutritional support needs evolve in truly unique ways due to changes in hormones and health habits, family and career responsibilities, and many other lifestyle factors — which is something I genuinely understand from personal experience.”

A defining element of the line is its use of the Women’s Equilibrium Blend, which features a proprietary blend of nutrients that have been selected to support a healthy estrogen balance and overall wellbeing for women, the company said.

Featured in the blend is Diindolylmethane, or DIM, a phytochemical found in cruciferous vegetables including broccoli and kale, that looks to support a healthy estrogen balance, as well as calcium D-glucerate to aid in liver detoxification and estrogen metabolism; and organic broccoli sprouts to help cellular health.

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TrueYou’s core products include:

  • Perfect Ensemble, a high-potency multivitamin formulated with B12 for energy production; biotin for hair, skin and nails; lutein and zeaxanthin for eye health; and the Women’s Equilibrium Blend;
  • Head Over Heels, an enhanced collagen powder that contains collagen peptides and hyaluronic acid for healthy skin, nails, hair and joints, as well as the Women’s Equilibrium Blend; and
  • Balancing Act, a hormonal balance supplement that features an estrogen support formula that looks to include Myo-inositol and d-chiro-inositol to aid in estrogen balance, fertility and ovarian function; as well as the Women’s Equilibrium Blend.

“TrueYou addresses these varying needs with premium formulas crafted for each chapter of life, from post-grad to post-menopause. Finding the time and tools for self-care can be a challenge for any woman, and TrueYou offers women an easy and effective way to prioritize their own health and wellbeing with trusted products tailored to their needs,” Leite said.     

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All products from TrueYou are non-GMO, free of gluten and soy, and do not contain artificial colors, preservatives or magnesium stearate, the company said.

TrueYou’s full line of products is now available for purchase in-store and online at The Vitamin Shoppe.

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