Kate Hudson’s InBloom Launches At Whole Foods Exclusively
The actress and entrepreneur discusses updating the brand and its first retail partnership.
Kate Hudson’s supplement brand
InBloom is heading to 450 Whole Foods doors with a streamlined approach and updated packaging.
This marks the first retail deal for the brand, which launched in 2020 with its ingestible powders and supplements. The Essential Elements, $35, a vitamin, green and mineral mix; Beauty Aura, $35, a marine-based collagen; Brain Flow, $35, a nootropic and adaptogen blend, and Green Proteins in chocolate and vanilla, $35, a mix of six plant proteins, will be available at the health food store starting today. In addition, InBloom products will now only be housed in omnidegradable — degradable when exposed to microbes — bags, rather than glass jars.
“Having any retail partner is fantastic,” Hudson said. “You want your customer to actually be able to see it before they buy it so to give them that opportunity is so great.”
With the retail launch, Hudson also simplified the brand's offering to the four stock keeping units listed above, as the focus moving forward is on brain, beauty and body.
“How do you simplify an approach to a routine to get people to want to take them daily or every other day? For me, that was focusing on the brain, beauty and your protein,” she said. “I have multiple businesses and I have a lot of creative endeavors. One thing that I've learned over the years in success and in challenges is to simplify.”
The brand will no longer carry certain skus like Dream Sleep or Immune Defense, which were discounted on the direct-to-consumer site ahead of the Whole Foods launch. With this, the brand will center around drink powders, rather than other supplement formats.
Although Hudson is focused on brain, beauty and body overall, she's most excited to get the protein powder in the hands of more consumers, as it has become a fan favorite due to its flavor, non-chalky texture and the blend of different proteins which allows for easy digestion. It's also a musthave for her morning smoothies.
Whole Foods will be key for getting the product in front of new eyes, as well as offering loyalists a new outlet to repurchase. According to the brand, it has a 25 percent customer return rate shopping 3.5 times a year.
“Coming out of COVID most businesses have really realized that the era of pure direct-to-consumer shopping is waning and that having retail presence is important for all brands. For us, it was really important that our wholesale presence had a wide reach,” Hudson said.
In terms of packaging, Hudson had the same sense of simplicity in mind. In 2021, WWD reported that InBloom's goal was to be the most sustainable wellness brand on the market, and it is staying true to its word. Back then, the brand introduced omnidegradable refill pouches, which degrade in two years, to be used as refills for its glass jars. Now, it is discontinuing the jars and introducing high gloss, screen printed bags with vibrant colors and the same omnidegradable technology.
Industry sources expect the brand to surpass eight figures in revenue with the Whole Foods expansion, but the brand declined to share specific projections.