"We are thrilled to announce the launch of Pure Encapsulations at The Vitamin Shoppe, making our first venture into in-store retail,” said Dawn Setlock, RN BSN, vice president and general manager of Pure Encapsulations. “This significant milestone enables our supplements to be accessible to consumers in a physical retail environment, expanding our reach beyond our traditional channels.”
The retail range covers key categories trending in-store and on vitaminshoppe.com, including multivitamins, detox products, gut health formulas and women’s health support.
The Health Enthusiasts and the curated range
Setlock explained that Pure Encapsulations chose The Vitamin Shoppe because of its Health Enthusiast store associates, who are specifically trained to offer personalized and trusted supplement recommendations to shoppers.
“The expertise, product knowledge and high level of customer service provided by our Health Enthusiasts to customers is one of the defining elements of The Vitamin Shoppe,” Muriel Gonzalez, president of The Vitamin Shoppe, told NutraIngredients-USA. “Every Health Enthusiast receives extensive and ongoing education on every brand and product sold at The Vitamin Shoppe and Super Supplements.”
This education includes formal training curriculums, always-on digital resources, participation incentives, brand partner programs and all-company conferences, among other modules.
For its debut in retail, Pure Encapsulations enters with three of its top-selling products including the O.N.E. Multivitamin, a combination of 19 vitamins, fully chelated minerals and antioxidants; Berberine UltraSorb with 550 mg enhanced bioavailability berberine phytosome to support glucose metabolism and cardiometabolic health; and Ultra, a blend of vegetarian digestive enzymes that supports protein, carbohydrate, fat, fiber and dairy digestion.
The Vitamin Shoppe confirmed that its pricing is in line with existing Pure Encapsulations pricing and that it looks forward to broadening the assortment as the brand launch progresses.
"We are pleased to offer a curated range of Pure Encapsulations products within our stores and on vitaminshoppe.com, providing greater accessibility and ease of shopping to a brand that is well known for its exceptional quality and science-backed formulas,” Gonzalez said.
She added that The Vitamin Shoppe customers had been consistently asking for Pure Encapsulations, a trend that aligns with a McKinsey & Company 2024 Future of Wellness Report insight that consumers increasingly expect companies to provide effective, science-backed solutions.
From watermill to retail
Founded in the early 1990s, Pure Encapsulations traces its origins to a watermill in Willington, CT, where two brothers—the Hamels—set out to manufacture clean products backed by verifiable science. And, instead of entering an increasingly crowded vitamin and supplement marketplace, the brothers opted to dispense their products as pure and professional grade through physicians.
The brand launched with one multivitamin and has since grown its portfolio to over 400 products, sold through some 50,000 healthcare professionals in more than 15 countries. Since the beginning, the products have been manufactured using premium ingredients in cGMP facilities before being third-party tested by accredited labs.
In 2004, Pure Encapsulations was acquired by Canadian firm Atrium Innovations for over $37 million and is now owned by Nestlé Health Sciences, which purchased Atrium in 2017 for $2.3 billion.