Four years after actress Kate Hudson launched her wellness brand INBLOOM with business partner Colin Peek, the brand has forged its first retail partnership with Whole Foods Market.

 

In Bloom’s dietary supplement powders are formulated with sustainably-sourced ingredients from collagen to protein to ashwagandha for healthy skin, hair and nails, cognition and stress, immunity support and more. The brand, which was founded in 2019 and launched in 2020, recently rebranded with vegan formulas and eco-friendly packaging—all timed perfectly with the Whole Foods launch.

 

Hudson and Peek formally announced the retail deal at Spring social club in down Manhattan last week. 

INBLOOM is non-GMO verified and gluten-free. Its dietary supplement powders are sugar- and synthetic-free, and 100% planted-based. 

 

Starting January 9, INBLOOM’s dietary supplement powders – Essential Elements, Beauty Aura, Brain Flow and Green Proteins in chocolate and vanilla – are available in more than 400 Whole Foods Markets across the country. 

 

When asked to sum up In Bloom in three words, Hudson responded with “pure, effective and yummy.”

 

The Oscar-nominated actress and founder of Fabletics apparel said INBLOOM’s products target beauty, brain and body benefits. 

 

Peek praised the brand’s “incredible formulators” who made them with what consumers desire most in wellness products—beauty, vitality and mental benefits from a “harmonious blend of proteins” and a full amino profile.

The powder supplements are housed in a state-of-art packaging system called an Omnipouch, which is “omni-degradable.” Peek said it will break down in any environment (landfills included) where microbes are present – in two years into organic biomass, CO2 and water making for a product that leaves “zero carbon footprint,” according to Peek. The packaging design uses color to define benefits; pink for beauty, green for daily greens, brown for chocolate, and orange – considered the “the happy color” in many cultures – for cognition. They can be mixed with a liquid and added to smoothies, bowls and other recipes.
 

Essential Elements Daily Greens and Multivitamins, which is described as having “an earthy, fruity green taste,” is a blend of whole-food greens like chickpea, hemp, chia, pea, coconut, pumpkin and water lentil, along with system-boosting herbs, vitamins and minerals with ashwagandha mushroom extracts, an enzyme and B Vitamin Complex, including B12, and B6, in addition to vitamins A, C D2, E and K1. The blend supports overall health including brain, cardiovascular, immune and digestive function, according to the brand.

 

Billed as a “bright, juicy berry” flavor, Beauty Aura blends marine collagen and elastin peptides with a Red Berry Complex rich in antioxidants. Beauty Aura helps hydrate and support skin elasticity while horsetail silica nourishes healthier and stronger nails and hair, according to In Bloom.

 

The Green Protein blend – available in chocolate and vanilla – is a vegan plant-based protein that supports full-body nutrition and recovery. Containing a six-source Plant Protein Complex for a comprehensive amino acid profile with reishi mushroom, elderberry, dandelion, ginger and cocoa (or vanilla bean), Green Protein builds lean muscles, supports circulation and improves digestion to help increase the effectiveness of, and recovery from, daily activity.

 

To support focus and hit the metaphorical “mute” button on distractions, Brain Flow can help consumers tune out the noise of daily routines and focus. In a dark cocoa flavor, this blend of ginkgo, bacopa, lion’s mane mushroom and ashwagandha works to “jump start” cognitive function to support focus, memory and eliminate stress without resorting to caffeine beverages—which some say can give users the jitters and heighten anxiety. 

 

The powders are formulated to be mixed together and work in harmony. 

 

Peek said he blends Green Protein with Essential Elements, Beauty Aura and Brain Flow with 16-20 ounces of cold filtered water. 

 

Hudson said her favorite INBLOOM supplement powders are Brain Flow and Green Protein. She cited the dietary supplement powders’ bioavailability and optimal absorption as sought-after properties. 

 

“I’m so active-oriented,” she said. “It’s one thing to like something, but to feel the results and to see it, that’s the ultimate goal.”

 

INBLOOM’s dietary supplement powders retail for $34.99 each at Whole Foods, in store and online at wholefoodsmarket.com and tobeinbloom.com.