Former British Vogue Editor Kelly Gilbert Launches Zillennial-focused Supplement

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The What Supp Co. is a supplement brand founded by former British Vogue editor Kelly Gilbert and is now available direct-to-consumer. The current assortment includes three vitamin patch varieties featuring the brand's trademarked PatchTech: Dip Out for chill , Protect Your Energy for energy and Recovery for detoxifica t ion , all $23 for 15 patches.

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"There are just too many pots of pills languishing in cupboards right now, and I just felt like there had to be a better way," she said, emphasizing that the goal for The What Supp Co. was to promote compliance.

While Gilbert saw that patch vitamins and supplements in general were hot, she set out with a unique proposition for The What Supp Co., focusing on the needs of Zillennial consumers in particular.

"You see the customer that's queuing up at Sephora, and is really excited about the latest product drop.…They're not being served in the supplement space, and The What Supp Co. wants to seek to answer that," she said. "It's that slightly younger demographic who perhaps isn't so interested in treating deficiency and illness and is more interested in maximizing their wellness."

She added: "Wellness, for me, is really about balance. There's an obsessiveness and earnestness about wellness, especially the supplements world, that I find quite a turn off.…I don't want a 30-day supply of something. I want to roll and flex with how I'm feeling on any given day."

Gilbert also differentiated the patches from others on the market by creating a vibrant design and adding aromatherapy benefits.