Olly is turning itself inside out.
Tuesday, the 10-year-old brand best known for its supplements is launching a line of vitamin-infused body care called Mood + Skin, including body washes, scrubs and serums. The line will be available in four mood-enhancing scents backed by neuroscience: Calm (eucalyptus amber), Revive (neroli dew), Bright (citrus currant) and Renew (jasmine bergamot). Calm and Renew are available in body washes and serums, while Bright and Revive are available in body washes and scrubs.
In addition, the brand, which was acquired by Unilever in 2019, is launching an intimate cleanser and shave oil under its Happy Hoo-Ha range. All products in the body care line are $13 and will be available at Walmart, Target, Amazon and Olly’s website nationwide, with plans to expand further in 2026.
Per Unilever’s first-quarter earnings report this year, its Beauty & Wellbeing division reached a 3.3-billion-euro turnover, and Olly has experienced double-digit growth, thanks in part to its digital channels. Furthermore, its 2024 earnings report showed that the company was gaining traction in China, specifically with its women’s health offerings, which it is doubling down on now with the Happy Hoo-Ha topical stock keeping units. Additionally, data from Numerator showed that Olly has brought in one million new customers over the past year.
Olly Mood + Skin
According to the team, personal care was a logical next step for the brand, which until now has only offered ingestibles.
“We set out to disrupt vitamins, minerals and supplements 10 years ago,” said chief revenue officer Bryan Ferschinger. “We believe we can do the same thing in personal care. It’s ripe for disruption… We’ve talked about it as wellness from the inside out. We thought a natural extension was personal care, because people are looking for wellness in every angle at this point. As we thought about whole person wellness and the inside out [approach], we also thought about, what about outside in?”
While the body care market is seemingly saturated, Ferschinger said combining both skin and mood benefits will be a point of differentiation.
Launching into the category, Olly, which has become the number-one gummy supplement for adults and kids, is following a similar blueprint to the one it used for its disruption of the vitamin-mineral-supplement category. As with supplements, Olly is introducing body care with a benefit-forward approach around mood and skin.
With Mood, the brand has opted to focus on four key scents that have all been proven to show a neurological benefit and mirror some of the brand’s bestselling supplements.
“People know us from that benefit-forward lens,” said Ferschinger. “When you match what people are looking for within personal care plus what they know of us from an Olly VMS [vitmains, minerals, supplements] standpoint, [that] is essentially how we landed on Calm, Revive, Bright and Renew.”
Each mood plays off of one of Olly’s bestselling supplements: Calm plays off Goodbye Stress; Revive plays off Daily Energy; Bright plays off Hello Happy, and Renew plays off Sleep. To ensure each reflected these specific moods, Olly did electroencephalogram (EEG) tests on study participants to show how brain measurements were impacted by each scent. For example, findings showed that Calm supported alpha brain waves, known to promote feelings of relaxation.
The formulas are also infused with vitamins, like vitamin B and D, as well as other common supplement ingredients, such as magnesium and electrolytes, proven to provide additional benefits to the skin that match up with each product’s benefit. Furthermore, 12-hydroxy stearic acid, a fatty acid, is featured across the formulas to support the skin barrier.
To introduce the launch, Olly take a digital-first approach with social media content and influencer campaigns. The team is working with Heather McMahan on a social series called Unlicensed Shower Therapy that will include five episodes, where McMahan will provide comedic advice from the shower along with a deep dive into each product.
“She’s essentially what we’re calling our candid shower therapist,” said Ferschinger. “We think of it as the therapy session without the copay.”
As body care begins to roll out, the Olly team said there is more to come in the way of personal care.
“Personal care is a huge category. As we continue to think about that idea of the whole person, wellness, there’s a lot of areas that we can go,” said Ferschinger. “We’re already building out a pipeline that we believe can continue to to expand, the same way that we have within VMS, where we’ve gone into multiple segments and delivered many benefits for folks. We can do that same thing and continue to draft off of the VMS line.”