Veracity Selfcare Launches Supplement Collection And Online At Saks Fifth Avenue

Veracity Selfcare, which launched in February of last year with an at-home saliva test measuring hormone levels to offer relevant skincare recommendations, has introduced nine supplements designed to optimize hormone health. 

The supplement range contains two universal products—$45 Bioevolve Multivitamin and $50 Bioevolve Probiotic—and seven targeted products priced from $55 to $68 in a collection called Vital Supplements formulated with adaptogens and trace minerals to address common hormone imbalances such as deficiencies and excesses of estrogen, DHEA, cortisol and progesterone.

The extension into supplements isn’t Veracity’s only news. The brand will make its retail debut next month by premiering on Saks Fifth Avenue’s website with its full assortment, including the at-home Skin + Health Test, skincare products and new supplements. The at-home test is priced at $149, and eight skincare products run from $38 for Blemish Calming Cleanser to $85 for Bioevolve Serum. 

Allie Egan, who held positions at Estée Lauder-owned brands Clinique and La Mer before personal hormone health struggles led her to found Veracity, says supplements were a natural next step for the brand because customers “want to take this inside-out approach and want that clarity. We view our role and our mission as pioneering hormonal health-based wellness across beauty and beyond to get women on a path to hormonal balance so they can look and feel their best.”

Veracity-selfcare-hormone-supplements
Veracity enters the supplement category with nine products aimed at optimizing hormone health.

To assist with the creation of Veracity’s supplements, Egan hired former H2O+ and Rodan + Fields executive Delise Martiré as director of product development in 2021. Martiré has a master’s degree in cosmetic science. Egan says the supplement formulations were informed by findings from Western medicine, and incorporate the ingredients and expertise of Eastern medicine.

In addition, Veracity drew upon data collected from thousands of people who took the brand’s Skin + Health Test to dictate which formulations to make. According to the brand, the data revealed that hormones are at play in 83% of skin issues. Age is another major factor in skin appearance.

Hormones are more than skin deep. They drive all major body systems. Egan says, “By focusing on hormones, we can get answers to all of these different questions, from different skin issues to hair issues, cycle regularity, libido, microbiome, etc. Focusing on the root cause, you can affect so many different things.” She explains that, by tackling underlying hormone imbalances, bodies get the energy and nutrients they need to function the way they’re supposed to. “All of our supplements have both skin aesthetic benefits as well as overall health benefits,” says Egan.

Martiré points to Bioevolve Probiotic as a key piece of the supplement lineup because hormone buildup is linked to gut problems. “This could be from different hormone imbalances or exposure to different endocrine disrupting chemicals in the environment,” she says. “By having a probiotic to keep your gut microbiome in balance, you’re helping keep your hormones in balance, which so many people don’t talk about when you think of a probiotic.” 

Veracity Selfcare founder and CEO Allie Egan

Data from Veracity’s at-home test shows the pervasiveness of hormonal issues for women. In particular, low cortisol and low progesterone are common. Egan says the prevalence of low progesterone is tied to “the hormonal birth control pill, where your body is given a synthetic form of the hormone called and then does not produce its own.”

Discussing low cortisol, she says about 90% of Veracity’s customers are “experiencing an extreme amount of stress, which makes sense in our current world. There are several stages of stress, and your body almost acts in this boy-who-cried-wolf function, where if you keep ringing the alarm, ringing the alarm and there’s nothing there, your body stops producing that response that is really vital to healing, regulation and sleep.” 

Most Veracity customers start their journey with the brand by taking its Skin + Health Test, but some come to the brand through its skincare products, bypassing the test. The test isn’t required to purchase the skincare or supplement products, but Egan recommends it. By taking the test, she says, “People can really understand what is going on with their hormones, and then get their targeted treatments that are going to address those specific imbalances.” 

The hormone-related supplement and beauty space has been drawing an increasing number of entrants as consumers look for solutions outside doctor’s offices. Among the emerging brands joining Veracity in it are Knowell, Wile, LaMaria and Glow BotanicaOver the past year, Veracity has notched 15X sales growth. The brand raised $5 million funding last year. The introduction of the supplement range doubles its stockkeeping unit count. 

Egan’s goal is for Veracity to become known as a go-to brand for women throughout their lives as their hormonal health evolves. She says, “Wherever they’re at in their hormone journey, we want to provide solutions to women at every single stage, not just for one specific hormone stage.”