TikTok famous razor brand Estrid hits the wellness category

By Megan Fahy 5-Apr-2022

New Swedish wellness brand April aims to unite modern science and traditional botanical remedies

Supplements can be purchased on subscription or as a one-time buy

Supplements can be purchased on subscription or as a one-time buy

With an online following of over half a million across social media, Gen Z-marketed razor brand Estrid has tapped into the wellness community with its new sister brand.

April offers vegan, subscription-based supplements that boasts to “unites modern science and traditional botanical remedies".

Almost 25% of UK women stated that the vitamin market is unclear, reported the brand.

To tackle this inaccessibility, April is working with doctors, nutritionists and herbalists with the aim to demystify the supplement industry.

“There’s so much shaming within wellness today. If you can’t live up to the unwritten rules, you’re not allowed to call yourself healthy,” said Helena Aru, Director at April.

“We want to encourage consumers to create their own wellness rules and find a daily routine that suits them.”

The subscription-based model has launched with an initial offering of three supplements: Multi-Me, Glow Service and Club Calm.

Multi-Me is formulated with lion’s mane, reishi mushroom and starflower oil and is said to support cognitive function and energy levels. 

Glow Service aims to aid collagen production with ingredients such as biotin, hyaluronic acid and retinol in its formulation.

Meanwhile, Club Calm features a blend of lavender, lemon balm, rosemary and chamomile that aims to support psychological function.

“We are so excited to launch April, the sibling label to Estrid. Estrid was created just before a global pandemic, which saw the demand for wellness products in our community soar,” adds Ben Eliass, founder and CEO of Estrid.

“Our goal with April is to create a new type of wellness brand, one that rewrites the rules of what a modern supplements company can and should look like."

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All supplements can be purchased on subscription or as a one-time buy on itsapril.com and ingredients used are vegan, gluten-free and free from artificial colours and preservatives.

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