As modern society dives further into the digital age, the way an average person engages with celebrity culture has changed dramatically. Instead of seeing your idol almost exclusively on the television, many now get their content fix through popular social media channels like TikTok and Instagram; through these apps, fans have the chance to interact directly with creators for a more ‘hands-on’ experience. With this change in how we consume content, a new, (sometimes) more relatable wave of influencers have began to enter the mainstream.
As the presence of new-wave celebrities continues to grow, many younger generations are beginning to turn away from the traditional big A-list names in favour of their favourite content creator or online presence. Many brands in the supplement space have begun picking up on this trend, and are collaborating with famous faces that connect to the new younger demographic of health-conscious individuals. Alongside huge names like Kim Kardashian and Vanessa Hudgens, a plethora of fitness, beauty and wellness-focused influencers are also having a profound impact on consumer spending habits in this sector.
Although a majority of the celebrities only dip their toe into the supplements market, a select few have started their own businesses in this space — with supplements promising to support consumer health in a wide range of areas. To find out more about how celebrities are impacting the dietary supplement market and what opportunities this could bring to the nutraceutical brands behind the scenes, Annabel Kartal-Allen caught up with Aaron Hefter, co-founder and CEO of IMARAÏS BEAUTY.