Clean Supplement Brand Sculpt Joins The Movement To Democratize Wellness With A Launch At Target

When most of us put on weight, we think about forking over for a gym membership or whipping up a few keto dishes. When Anita Rincón gained 80 pounds, she threw herself into researching ways to shed the excess healthily and sensed an entrepreneurial opportunity in the nutritional market.

“I became very interested in nutrition, food and supplements. I couldn’t find a lot of supplement brands for women who weren’t fitness enthusiasts and didn’t already know a lot,” she says. “That’s how the idea for Sculpt came from my own journey. I wanted to create a brand that would offer clean ingredients, no harsh chemicals and no colorants. It has ingredients that you can actually pronounce.”

Rincón’s natural nutrition brand Sculpt premiered last year with six supplement products across body (bedtime weight-management supplement Night Kit, carb blocker Cheat Day and cleanse tool Slim Kit, the bestseller so far) and beauty (hair, skin and nails booster Beauty Potion, collagen peptides source Glow Bomb and skin rejuvenator Skin Polish). Now, the body collection is entering Target stores nationwide.

Sculpt joins a cadre of brands democratizing a wellness category largely viewed as tailored to the elite. Bobbi Brown’s wellness line Evolution_18 has hit Walmart, vivid gummy vitamin sensation Olly has proliferated at drugstores and big-box outlets, and collagen specialist Vital Proteins has spread from high-end retailers like Sephora to mass-market players like Target, Costco and CVS.

A month’s supply of Sculpt capsules is priced at $14.99. In contrast, a month’s worth of Ritual’s multivitamins is $30; Goop’s Madame Ovary packets are $90 for a month; and a 30-day supply of Dr. Barbara Sturm’s Sleep Food is $95. Despite the brand’s lower price, Sculpt’s non-GMO, gluten-free formulas have garnered the Target Clean seal for their avoidance of ingredients such as phthalates, sodium laureth sulfate, propyl-paraben and butyl-paraben. They aren’t vegan as they contain bovine gelatin.

“To get clean ingredients and not be consuming chemicals you don’t want, you often have to pay a lot of money,” says Rincón. “It was really important when we were developing the product to make it affordable as well as provide ingredient transparency and make it accessible for everybody.”

The design of Sculpt’s products was crafted to be intriguing to retailers, according to Rincón. Its packaging is colorful—boxes are in shades of pink, blue, purple and orange with silver bottoms—and its product names are straightforward and catchy. Rincón explains the bright, but pared-down look is meant to glamorize supplement packaging that’s frequently crowded with text promoting its contents and benefits. She says, “I wanted something that would stand out and really capture attention.”

“To get clean ingredients and not be consuming chemicals you don’t want, you often have to pay a lot of money. It was really important when we were developing the product to make it affordable as well as provide ingredient transparency and make it accessible for everybody.”

In a society increasingly reevaluating its obsession with weight loss (even Weight Watchers is downplaying weight loss and rebranding itself WW) and embracing body positivity, Rincón emphasizes Sculpt’s focus is fostering health, not dropping pounds. “The industry is definitely changing. Before, there were a lot of magic pills being marketed, and that’s not as common anymore. That is something I wanted to step away from,” she says. “If you want to better your health, that’s what these supplements can enhance, but they don’t work on their own. They should be consumed together with a balanced diet, regular exercise and a healthy lifestyle.”

Sculpt isn’t Rincón’s first brand. If there’s an entrepreneurial gene, she certainly has it. Her father owns a computer systems company, and New York-based Rincón, a native of Finland and former freelance beauty editor, started namesake beauty brand Rincón Cosmetics three years ago, but faced one of her toughest business tests gearing Sculpt up for its distribution expansion. She had to ensure the brand’s manufacturer had sufficient capacity to produce mass retailer-sized quantities, and secure multiple warehouse locations to store and ship merchandise.

Rincón didn’t take on external capital to help with Sculpt’s retail push. “I did get some offers from investors, but I figured that, since I have gotten this far on my own, I wanted it to stay self-funded. That way, I could keep the brand identity and not change anything,” she says. “Taking on investors would mean making some changes you may not have control over.”

Outside of Target, Sculpt has broken into Ricky’s NYC and select CVS stores. Rincón figures Sculpt could bring on additional retail partners, but she’s not in a rush to extend distribution further. “We are going at a very good pace being that we just launched less than a year ago, and we’re in a major chain like Target,” she says. “That isn’t something that, when I launched the brand, I would have believed we would have done in less than a year. Everything has moved very quickly.”

As for Rincón’s 80-pound weight gain, she’s lost it and supports her body with Sculpt. “I personally use all of our products. I believe that a supplement complements a healthy lifestyle,” she says. “It’s definitely helped maintain my results.”