The Absorption Company.

?? Team Spotlight: Meet Alex Gassner ?? Since joining us in May as our Director of eCommerce and Growth, Alex’ focus, attention to detail, commitment to excellence and category-relevant experience have been evident each and every day. Among Alex’ many initiatives, she is focused on three key projects: 1?? Testing paid media: After a 100% organic H1 with no media spend, Alex is now carefully turning on, testing, and scaling paid media channels. ?? 2?? Shift Toward Subscription: In H2, we turned subscription on. Adoption has been higher than expected, and Alex has started to move the business toward a subscription-heavy model. ?? 3?? Launching on Amazon: Alex is also leading the charge with our Amazon launch as we expand our presence with the world’s largest supplement retailer. ?? Alex’ strategic vision and determination have already made a huge impact and she (and Kobe!) are integral members of the Absorption Company team. Alex, thank you for believing in our mission to make supplements that people can actually feel, and thank you for all that you do everyday to make that mission come to life.

In January, we launched The Absorption Company with Erewhon as our first retailer. Here are our top insights from this incredible partnership: 1?? Increased Awareness: Our Erewhon displays drove massive awareness. While impossible to precisely calculate, anecdotally, we meet people all the time that share that they recognize The Absorption Company and first saw us at the Erewhon. 2?? Product Iterations: We initially launched unique Erewhon-exclusive kits with a 14-day supply and a custom water bottle. Customer feedback revealed they loved the product but didn’t need need another bottle every time they needed to restock. By adding our 7-pack boxes to the shelves, we made it easier for repeat buyers—and sales surged. 3?? Restore Slushie: In April, we participated in Erewhon’s Member Tonic/Slushie program with a limited-edition Mango Lemonade refresher, featuring Restore, ice, fresh lemon juice, and optional muddled blueberries. We sold over 16,000 slushies in just one month. 4?? Building Connections: Our team has developed meaningful relationships with Erewhon’s supplement sales staff across each location. This mutual support and understanding have strengthened our shared goal: offering effective solutions that consumers can actually feel. 5?? Packaging Evolution: Customer feedback is invaluable-- especially with our very first retailer. We heard concerns about excess packaging on our 7 pack boxes and are optimizing the boxes to eliminate extra, wasted space. Thanks to Vito Antoci and the entire erewhon team for giving us this opportunity and believing in us from day 1!

We are honored to welcome Dr. Will Cole I The Art Of Being Well to our Science Advisory board. As one of the world’s leading functional medicine experts, Dr. Cole brings invaluable experience and expertise to his position on the Science Advisory Board. As Dr. Cole said, “understanding the crucial role of absorption in supplements is foundational to optimizing health outcomes. It’s not just about what we consume, but what our bodies can effectively absorb and utilize.” Thanks to Dr. Cole for joining us on this journey to be the leaders in supplement absorption.

Office warming party ? We are excited to open our new HQ in LA! Thanks to everyone for joining us to celebrate this milestone and thanks to the team that makes this office come to life everyday: Grace Verrill, Kennedy Coleman, Alex Gassner, and Jenna Barnett (and friends)

Getting enough sleep is one of the simplest things we can do to improve our wellbeing. Here are a few tricks to help you get to sleep faster and wake up refreshed, courtesy of our co-founder Nikki Reed:

Supplements formulated to feel. Simple as that. Ezekiel Bronfman

What is Bio-Availability? Bio-availability is the proportion of a nutrient that gets absorbed into the body and so is able to have an active effect. IVs have ~100% bioavailability (all of the ingested nutrients are available to be absorbed by the body and put to work) But traditional supplements average just 16% bioavailability-- which means 84% of the supplements we take are completely wasted. Americans spend $60B per year on supplements... and $51B of that ends up in the toilet. So what? Ever wonder why you are not feeling your supplements? Turns out, you aren’t getting as much out of them as you think-- and low bio-availability is to blame. ??That is why we created The Absorption Company: Targeted Solutions formulated for maximum absorption, with up to 5x increased bioavailability vs traditional supplements. In other words, supplements you can feel. Bioavailability is the next frontier in health and wellness and we are proud to be leading the charge.

We are excited to officially welcome Alex Gassner to the growing Absorption Company team! ?As the Director of E-Commerce and Growth, Alex brings a wealth of industry-specific experience to the role and has already hit the ground running. In just her first few weeks, she has already: ?-Led initial website optimization (+28% CVR since Alex joined) -Overhauled email flows -Turned on paid media (We had been all organic until Alex joined) Our mission at The Absorption Company is to be the leaders in bioavailability by building a mainstream lifestyle brand that empowers people to feel their best. Alex is playing a leading role in bringing that mission to life. Stay tuned for some of the exciting projects that Alex is working on including turning on subscription and preparing for an eventual Amazon launch. Welcome to the team, Alex!

A masterclass in supplement branding & packaging by Ian Somerhalder... Ian launched his brand "The Absorption Company." in February of this year based on one premise - drinkable supplements increase absorption by up to 500%, tackling the issue that 84% of vitamins from pills are wasted in your pee. Here's why I think this will be very disruptive to the vitamin space in the next 12 months: - The branding is extremely transparent - something that is highly valued by today's supplement consumer. All ingredients are clearly visualized in a unique nutrition facts label on the side of the box. - The packaging stands out on shelves and is very ecom friendly. Lightweight, low plastic, takes up more visual space in person and on digital. A square box in a main image populates more of the available pixels than a cylinder and is guaranteed a higher conversion rate in search. - Consider the sleep supplement niche for this example. During the discovery phase in Google, transactional keywords - where searches for products like this often begin - are mostly benefit-centric. (take a look at the SEMrush chart below) As the customer moves down the funnel to transact on Amazon, searches become either, brand-centric or ingredient/feature-centric. (Amazon top search terms also included below) This will support discovery at scale, and subsequent branded search volume for the brand once they inevitably launch on Amazon. - Ian's website lists every single ingredient, its intention, and why they chose it. Consumers, myself included love this kind of transparency. - Ian has chosen to use high-quality components like methylcobalamin (b12) instead of Cyanocobalamin or liposomal vitamin C as opposed to ascorbic acid. High-quality supplement chemistry is very popular in the supplement podcast discourse right now. - The 4 total SKU count is very ecom friendly - easy to upsell, cross-promote, organize data etc etc. - It's interesting to look at product opportunity explorer in Seller Central - absorption isn't mentioned enough to majorly impact reviews positively or negatively, but functionality is. My thought is that if customers equate absorption with effectiveness, this brand strategy addresses a very abundant customer need across many niches. - Last but absolutely not least - a moment for the GORGEOUS 1970s-inspired photography. This is my favorite brand trend in 2024 BY FAR. I believe that after these four niches, their next will be either digestion or brain health related. What do you think? #branding #packaging #theabsorptioncompany #supplementmarketing #ecommerce #iansomerhalder #amazon

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