
Led By Beauty Industry Veteran Anna Marcovici, Manifesto Is Making Beauty Supplements “Eco-Luxe”
“Well hello, gorgeous!” reads the welcome text on Manifesto’s website. Then, the British supplements brand gets straight to the point. It declares, “Our advanced, targeted formulation is super-charged with natural ingredients…and not a scrap of plastic in sight.”
Anna Marcovici founded Manifesto in 2019 on the premise that “holistic health is the bedrock of beauty.” She hasn’t wavered on her commitment to wholesome ingredients—and sustainable packaging—ever since.
After pandemic-related setbacks, Manifesto officially launched in 2021. It has one product thus far: Beauty Vitamin Gummies, which are refillable. A pink-packaged box of the gummies goes for $43.26, and the refill pouch is priced at $39.55. There are 60 gummies per box, and customers are instructed to take two daily.
Designed to support hair growth, nourish skin and strengthen nails, the gummies include prebiotic inulin for gut health, antioxidant astaxanthin to ward off cell damage, and biotin, also known as vitamin H or vitamin B7, intended for hair, skin and nail fortification. The cherry-flavored gummies are halal-friendly, gluten-free and non-GMO. They contain less sugar than a cherry.

“I chose the flavor to be cherry in honor of my grandma, who was a Holocaust survivor,” shares Marcovici. “She was a beautician, and cherries were her favorite fruit. Cherries are really high in vitamins A, C, and E— just like the gummies—and my grandma had flawless skin well into her 70s.”
From the start, Marcovici sought to create a supplement she describes as a “multi-sensorial experience, from the feel of the packaging, through to the taste.” Before launching Manifesto, the Transylvania native got her business degree from the London School of Economics. She subsequently held leadership roles at beauty companies such as Nars, MAC, Clinique and FaceGym, where she was previously CEO.
In 2018, Marcovici established retail growth agency Impact Beauty Group. “I wanted to take an active role in driving sustainability in the beauty industry,” she says. “We work with disruptive luxury mission-driven beauty and wellness brands in the U.K. and Europe.”
Over the years, a supplement white space became apparent to Marcovici. “There are no gummies with eco-luxe positioning on the market,” she says. “Gummy supplements are not really looked at as serious supplements. We want to change that with an elevated formula.”
“There are no gummies with eco-luxe positioning on the market.”
Not that developing the formula was exactly, well, a bowl of cherries. “Every single step was a learning curve,” says Marcovici. “We reformulated about five times to get the right ingredient mix and taste.”
Here’s an example: At the outset of 2021, when Manifesto was about to launch, Marcovici discovered the titanium dioxide in a sample of the brand’s gummy isn’t permitted in France, although it’s permitted for supplement color opacity elsewhere, notably the United States, Germany and the United Kingdom. Marcovici recounts, “I immediately sent the samples back to the lab and asked them to reformulate without this ingredient. This set us back another six months or so.”
Sustainable packaging wasn’t a breeze either. “Setting ourselves the goal of being 100% plastic-free made everything a million times harder—and way more expensive,” relays Marcovici. “No one had put supplements in a tin before. Working out how to manage a subscription model and offer refills and ship all of it without plastic was not easy, but we have managed it.”
The brand kicked off distribution using a direct-to-consumer model, but has evolved to an omnichannel approach. Manifesto is currently sold through the e-tailer Cult Beauty along with its own website.

Today, Manifesto is focused on enlarging its assortment and team. New supplements are planned for release later this year. Discussing the brand’s team, Marcovici says, “Hiring good people is a front investment that really pays off in the mid-term. I was probably too conservative in this area as I really wanted to offer a level of job security. It meant I had to work extra-long hours, and that is not healthy. Founder burnout is real.”
The self-funded brand declines to divulge exact sales figures, but indicates a promising forecast for 2023. Marcovici says. “Having spent the first year figuring out DTC, we are now on a nice growth trajectory where we are doubling our sales every month on month,”
She’s optimistic about an increased interest in the supplement segment at large. “The growth in the wellness category is really a response to all current forces in the world as well as a recognition that we as individuals can make tiny changes that will have a huge impact,” she says. “I feel like getting closer to nature, seeking out more raw ingredients and experiences will help us create this connection.”
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