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If those viral recipes for the magnesium-infused “Sleepy Girl Mocktail” and greens powder juices dominating your social feed haven’t made it crystal clear, supplements are having a moment.
The $35.7 billion U.S. vitamin, mineral and supplement retail market is forecast to grow at a compound annual growth rate of 2.5% from 2022 to 2027, as per Euromonitor. In this era of wellness, 38% of Americans are using a supplement daily to support their physical and mental health.
To help it claim a bigger slice of the booming market, luxury wellness brand Thorne—which sells everything from collagen capsules to at-home thyroid tests—appointed its first chief growth officer in former Kate Spade and Disney marketer Mary Beech.
Based in New York, Beech will oversee Thorne’s 20-strong marketing team and its ecommerce business.
She will spearhead all product and brand marketing, uniting data, customer sentiments and scientific rigor to grow Thorne’s direct-to-consumer, business-to-business and healthcare practitioner channels. Beech will report to Thorne CEO Colin Watts.
“Chief marketing officers have always influenced and incited customer action, so the idea of being accountable for sales on DTC and through third-party retailers like Amazon is the natural next step,” Beech said.
The executive was most recently chief marketing and transformation officer for Scholastic, the world’s largest publisher and distributor of children’s books.
Her pivot into wellness from luxury fashion and publishing stems from being an “avid Thorne user” for years after she had an inexplicable heart attack at age 34, Beech told ADWEEK. She added that a strong sense of brand purpose was a thread uniting each of her tenures.
“Companies should filter everything and every decision through the lens of their purpose, and their business model should reflect it, too,” she said. “To me, that was analogous with Thorne.”
Poised for growth
At over 40 years old, the Summerville, S.C.-headquartered business is not a new entrant to the market, and it already has 5 million customers.