Love Wellness is expanding its range of debloating products with a lymphatic drainage body care collection.
On Monday the Lo Bosworth-founded brand is launching its Bye Bye Bloat Body Care collection with three new products: Bye Bye Bloat Firming Clay Body Mask, $25; Bye Bye Bloat Detoxifying Body Oil, $20, and Bye Bye Bloat Lymphatic Massage Roller, $15. This new franchise is an extension of the brand’s bestselling supplement Bye Bye Bloat, $25, which has sold more than 2 million bottles, according to Bosworth.
“It’s one of our best entry products into the brand because everybody deals with bloating,” she said of the supplement. “It’s not a specific need state as a urinary tract infection or yeast infection.”
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Therefore, this Bye Bye Bloat collection launch is reflective of the brand’s broader strategy.
“Part of our go-forward innovation strategy is to innovate around bestselling products to make our offering deeper versus wider,” Bosworth said. “The brand has reached a state of maturity where building around those franchises is the best approach.”
In addition, Bosworth has been a proponent of lymphatic drainage since suffering a traumatic brain injury and stress-induced mono, after which she began implementing the practice into her routine to heal.
“I have always loved lymphatic because of the incredible immune benefits that you get,” she said.
Benefits are thought to include include flushing out toxins, which could in turn support overall immunity. Although she originally found the practice for its health benefits, she is now also touting the sculpting and debloating effects with this new line.
“Through the context of Bye Bye Bloat, lymphatic drainage is an incredible way to not only support digestion, but support regular detox in the body, and depuffing and sculpting,” Bosworth said.
Bosworth recommends users try the protocol weekly — she equates it to the “everything shower” — though she said it can be used as frequently as desired. The system includes a mask that aims to firm the skin, a detoxifying oil to prep the body for massage and a roller to perform the lymphatic massage.
“It’s such a healing practice that truly can transform your body not only how you feel in it but how it looks,” Bosworth said.
While many spas offer pricey lymphatic drainage massages, creating an affordable at-home offering was essential to Bosworth. The full lineup is available for less than $100.
Although the brand is expanding its topical offerings, ingestibles are still top of mind. According to Bosworth, a key strategy this year will be around educating on the efficacy of capsules.
“One of the things that we’re trying to communicate this year is the superiority of capsules to gummies,” she said. “Why would you put sugar in a wellness supplement?”
Therefore, the brand and Bosworth are rolling out videos on social media about “gummy math” to explain why users should opt for capsules to receive the most efficacious doses and avoid sugars and binders.
Concurrently, the team is focused on retail growth in 2024; Love Wellness is available at Walmart, Target and Ulta Beauty. At the time of the Walmart launch in July, industry sources estimated the brand would reach $8 million in its first year at the retailer. At the time, the brand had also reached $100 million in sales at retail since 2021.
“We’re expecting to see meaningful growth in retail in 2024 as we continue to invest in brand awareness,” Bosworth said. “We are strategically shifting spend within our customer journey funnel to focus on prospecting this year.”
