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Magnesium, colostrum, NAD+, minerals, oh my!

With supplements continuing to drive the wellness category, certain ingredients have gained star status, many of which address signs of aging or promote overall longevity. While they’re helping drive sales of the vitamin and supplement category, which reached more than $13 billion in sales, according to Nielsen IQ, they’re also making their way into topicals. Here, a breakdown of wellness’s trending ingredients.


Moon Juice Magnesi-Om

Moon Juice Magnesi-Om Courtesy

What it is: Magnesium is a naturally occurring mineral in the body, and according to the World Health Organization, the majority of Americans aren’t getting an adequate amount. 

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“Magnesium is one of those things where it’s needed for every cellular function in the body,” said Amanda Chantal Bacon, founder of Moon Juice, a wellness brand known for its powder drink Magnesi-Om, $42. “Most people are magnesium deficient….When you experience stress in your body, you lose magnesium.” 

The benefits: According to the Mayo Clinic, magnesium supports muscles, nerves and energy. Certain forms, like magnesium glycinate, are also beneficial for restful sleep, a key benefit driving users to try the ingredient as “sleepy girl mocktails” continue to trend on TikTok. “[The] showstopper for people is [that] you immediately feel calm,” Chantal Bacon said. 

How it’s trending: According to Spate, magnesium receives 3.3 million average monthly searches and has experienced a 19.1 percent growth since last year. 

What to try: 

  • Moon Juice Magnesi-Om, $42: Chantal Bacon said this is one of Moon Juice’s bestselling products and is “growing every day.” 
  • Nature Made Magnesium, $6 to $55: According to Spate, Nature Made, which sells an array of formats and types of magnesium, is the top brand name searched alongside the ingredient. 
  • Wooden Spoon Herbs Magic Magnesium, $26: This supplement brand has recently gained traction across social media, garnering more than 72,000 followers on Instagram, and has sold out of its magnesium powder several times. 


IV drip at Modern Age.

IV drip at Modern Age. Courtesy

What it is: NAD+ stands for nicotinamide adenine dinucleotide and is an essential enzyme for cells. 

“Think of [it] as an energy source for the cells,” said Modern Age chief medical officer Dr. Anant Vinjamoori. The New York City-based wellness clinic has seen an uptick in interest in NAD+ and the primary use case has been for those suffering from some sort of chronic condition.

The benefits: “Our NAD+ levels are known to decline as we get older,” Vinjamoori said. “It seems like many of the diseases that are associated with aging also seem to be correlated with declines in NAD+ and so the theory is that if we can supplement and optimize NAD+ levels we can prevent some of the consequences of aging.”

While supplement brands and wellness service companies are using this information, NAD+’s benefits are based on clinical experience and anecdotal evidence, not significant research studies. 

“What a lot of people report is a real improvement in mental sharpness,” Vinjamoori said. “People just feel a lot clearer. They feel a lot more motivated.”

How it’s trending: Spate reports NAD+ receives 90,000 average monthly searches. 

Where to try it: 

  • Modern Age NAD+ IV Drip Therapy, $750; Modern Age NAD+ Injection, $125: According to the company, both treatments offer more immediate benefits anecdotally, as they are able to absorb into the bloodstream more quickly.
  • Clean Market NutriYouth Drip, $295: Clean Market’s NutriYouth Drip is meant to be more effective at providing antiaging benefits and an energy boost.
  • Thorne ResveraCel, $54: This supplement features NAD+ precursors, which is the only way to absorb and create NAD+ when taken orally. Spate reports that NMN, a precursor to NAD+, has an average of 97,900 monthly searches up 106.5 percent year-over-year.


Armra Colostrum

Armra Colostrum Courtesy

What it is: “[Colostrum] is the first milk all mammals produce,” said Dr. Sarah Rahal, founder and CEO of Armra, a wellness brand centered around the ingredient. “It is full of bioactive compounds, peptides, antibodies, fats, fibers, prebiotics…that cannot be found anywhere else in nature, and they act almost like a blueprint in the body, like your body’s source code, optimizing development of all the different pathways.”

According to Rahal, colostrum seals up all of the barriers inside the body to block any bad bacteria.

The benefits: “The benefits are profound because it reduces inflammation everywhere,” said Rahal, ticking off improved immunity and gut health. Anecdotally, she said users have reported other benefits, including gray hair regaining pigment and reduced symptoms of chronic conditions.

How it’s trending: The ingredient receives 148,000 average monthly searches and has grown in search volume nearly 13 percent since last year. The hashtag #colostrum has garnered more than 192 million views on TikTok.

What to try:

  • Armra Colostrum Immune Revival, $40: Armra, which sells a drinkable colostrum powder, is the top searched brand alongside colostrum, according to Spate. 
  • Kion Colostrum, $50: Kion’s powder drink maintains a 4.8 star rating amongst consumers, who report better gut function and higher energy levels.

Trace Minerals

Goodonya Hydrate

Goodonya Hydrate Courtesy

What it is: Trace minerals are elements that nourish the cells for healthy immune function, though are only needed in very small amounts; this includes common minerals like zinc, copper and iron. Although only small amounts are needed, many trace minerals, which essentially hydrate cells, are lost due to common filtration systems.

“Most of the time, we’re drinking filtered and reverse osmosis water that has all the minerals stripped out,” said Kris Buchanan, founder and CEO of Goodonya, an organic food and beverage brand.

The benefits: Adequate amounts of trace minerals support overall cell function, so benefits can range from a resilient immune system to better hair, skin and nails.

How it’s trending: Trace minerals are experiencing 18.5 percent year-over-year growth in terms of search, according to Spate, and the #traceminerals hashtag on TikTok has 11.6 million views.

What to try:

  • Goodonya Hydrate, $49: Formulated with electrolytes for an overall boost, this replaces electrolytes and minerals lost in filtered water.
  • Moon Juice Mini Dew, $44: Moon Juice combines electrolytes and trace minerals for an ultra-hydrating result.
  • Sakara Beauty Water Drops, $39 for two bottles: These drops can be added to any beverage, making them convenient for on-the-go use.