A blend of celebrity influence and wellness branding, customer-centric activewear, and a brand that has managed to carve a unique space in the body care market — these are the brands we're spotlighting this week.

Alani nu x Kim

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In a fascinating blend of celebrity influence and wellness branding, Alani Nutrition, a prominent health and wellness company founded by Katy Hearn, joined forces with Kim Kardashian.

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The collaboration effectively merges the glamour of Kim's celebrity persona with Alani Nu's foothold in the health and wellness sector, producing Kimade, a unique seasonal energy drink flavour with a visually appealing pink can design that intriguingly incorporates graffiti-style lettering reminiscent of Kim Kardashian's renowned Skims logo.

In this partnership, both parties bring something unique to the table. Kim brings her immense reach and influence, bolstered by her extensive business ventures, to the wellness industry. On the other hand, Alani Nu leverages its reputation for quality and innovation in health and wellness products. The collaboration demonstrates the synergy between celebrity power and a wellness brand's commitment to offering value-driven solutions. As wellness branding continues to evolve and celebrities expand their business portfolios, partnerships like these serve as a microcosm of the current market landscape, where consumers seek both wellness benefits and connections to the familiar faces they admire.

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Visit Alaninu.com

Instagram: @alaninu

Set Active

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Set Active blurs the boundaries between fashion and function, presenting itself as more than just an activewear brand. Beyond being a brand, Set Active emphasises its identity as a community that thrives on open dialogue, constant innovation, and genuine connections with its customers. "We’re a community first and a brand second," says the brand, underlining its focus on interaction. This community-centric approach guides their continuous effort to create products that resonate with their audience, thus highlighting their commitment to their customer's desires and needs.

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Founder Lindsey Carter's journey from conceptualisation to realisation encapsulates this customer-centric philosophy. "I really wanted a space where you could connect," says Carter about her brick-and-mortar store on Melrose Place, Los Angeles. This minimalist and communal retail environment reflects her aspiration to foster human interaction and dialogue, echoing her brand's essence. The store's interior, complete with marble seating areas, video displays of campaign shoots, and a wall of Set's enthusiasts, vividly portrays their commitment to creating a sense of belonging.

Set Active's success is firmly rooted in its ability to translate customer input into tangible products. Their "Community Collection," featuring colours and styles selected by fans, exemplifies this strategy. According to Carter, this process empowers consumers and fosters a stronger bond: "If consumers can lend input into new developments, it’s more likely they’ll want to make a purchase." This synthesis of inclusivity, engagement, and strategic product diversification underscores Set Active's unique approach, positioning it as a brand that listens to its community and crafts offerings that resonate with a diverse range of individuals.

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Visit Setactive.co

Instagram: @setactive

Saltair

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Saltair, a body care brand founded by Iskra Lawrence in 2022, has quickly gained recognition for its innovative approach to body care. The brand's philosophy centres around the belief that body care is as important as skincare and its products are designed to treat the skin while awakening the senses.

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Central to Saltair's strategy is an unwavering commitment to inclusivity, which is expertly intertwined with its branding and visual identity. The brand's motto, "Everybody is welcome here," embodies this ethos. Such an approach resonates deeply with consumers as the beauty and body care industry becomes increasingly under pressure to embrace diversity. Saltair's rise can be attributed to its success in authentically embodying this principle through its offerings, packaging, and marketing campaigns. Their strategy pivots on the notion that body care is as pivotal as skincare, a perspective that has secured their products a significant share in a rapidly growing market.

A prominent figure in Saltair's narrative is its founder, Iskra Lawrence. Her journey from being a model and influencer to an entrepreneur underscores the brand's values and mission. Lawrence's background in promoting body diversity and self-acceptance is intricately woven into Saltair's fabric, shaping its fundamental principles. Furthermore, the brand's emphasis on sustainability stands as a testament to Lawrence's dedication to driving positive change. The innovative use of 100% recycled aluminium bottles showcases their commitment to a greener planet. This approach, coupled with their collaborations with Plastic Bank and One Tree Planted, underscores their alignment with environmental concerns.

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Visit Saltair.com

Instagram: @saltair