The Vitamin Shoppe Expands TrueYou Assortment

The Vitamin Shoppe is expanding its proprietary TrueYou assortment with the launch of TrueYou Beauty which will include body washes, scrubs, lotions and body buffers. 

According to the retailer, all TrueYou Beauty products formulated to remain on skin – including body lotions, body butters, and hand creams – are enriched with the brand's advanced Core 5 Nutrient Complex. This proprietary, trademarked complex includes niacinamide (vitamin B3) to brighten skin, improve the skin barrier, and improve the appearance of enlarged pores; vitamin C (ascorbic acid) to brighten skin and even out complexions; peptides/collagen peptides to promote collagen production and aid in skin elasticity; hyaluronic acid to hydrate and plump skin; and bakuchiol oil (psoralea corylifolia) to improve the appearance of fine lines and wrinkles while minimizing the appearance of enlarged pores.

"The Vitamin Shoppe launched TrueYou last year as a comprehensive supplement brand with the goal of inspiring self-care and empowering every woman's brilliant self to shine through,” said Muriel Gonzalez, chief merchandising and marketing officer with The Vitamin Shoppe. “With TrueYou Beauty, we're expanding on that ethos, delivering innovative and effective bodycare formulas that leverage the industry-leading wellness and ingredient expertise of The Vitamin Shoppe. Our customers increasingly view beauty through the lens of holistic wellness and with TrueYou we have created a brand that meets those needs with premium quality, science-backed supplements and beauty products."

New products to the TrueYou collection includes:

• TrueYou Beauty Body Scrub – a daily body exfoliant that features bamboo powder and replenishes moisture with vitamin E and avocado oil. It is available in Aloe Cucumber and Mandarin Orange scents.
• TrueYou Beauty Body Lotion – A lightweight body moisturizer with coconut oils to hydrate and leave skin feeling soft and smooth. Available in Aloe Cucumber and Mandarin Orange scents.
• TrueYou Beauty Body Butter – A whipped body moisturizer with coconut oil that hydrates and softens. Available in Aloe Cucumber and Mandarin Orange scents.
• TrueYou Beauty Close Comfort Hand Cream – A fast-absorbing, fragrance-free hand cream with skin conditioning shea and cocoa butters.