Vitamins are taking over Instagram—blurring the line between medicine and self-care. Digitally-native, direct-to-consumer brands like Care/of and Ritual are banking on young consumers looking to intensify their wellness routines. Partly thanks to the rise of these “cool” brands, the CRN found that 69% of 18-34-year-olds take supplements as of 2018, with a third specifying they take them for “energy”—a shift from seeing vitamins as a doctor-recommended way to make up for deficiencies. (Vox)
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