The startup’s recent innovations broaden its product portfolio to seven items, showcasing the thoughtful planning that goes into each new product development for this five-year-old brand.
Recently launched, each portion of GLPure+ powder delivers 5,000 mg of Nextida GC, a patented collagen peptide from Rousselot clinically proven to enhance the body’s natural GLP-1 hormone response and diminish post-meal glucose spikes by as much as 43%.
This key ingredient is complemented by a formulation that supports metabolism, featuring chromium for macronutrient metabolism and blood glucose control. It also includes vitamin C, which aids in minimizing fatigue and promotes natural collagen production, along with zinc, associated with carbohydrate metabolism and overall metabolic function.
Jennifer Mo, founder of Pura Collagen, expressed that her initiative to create a product aimed at the GLP-1 trend stemmed from customer feedback and emerging research.
“Last year saw a surge in the demand for GLP-1 medications, and when I notice a medication gaining popularity, I consider whether a clinically backed non-pharmaceutical alternative exists,” she shared with NutraIngredients.
“We’ve received numerous inquiries about beauty concerns related to GLP-1 medication, with users expressing worries about skin integrity and the so-called ‘Ozempic face’ phenomenon, as well as muscle tissue issues,” she continued. “Customers have asked whether collagen could supplement their medication, and we always recommend they consult their GP, as our ingredient information is clear on the packaging.”
During the height of this surge, Mo learned of preclinical and human studies showing that Nextida GC activates intestinal L- and K-cells, triggering incretin hormones like GLP-1 and GIP, which are crucial for glucose control and appetite regulation.
“I began to see an increasing amount of credible evidence regarding the effects of specific peptides on gut health and their role in stimulating certain hormones, which compelled me to explore this benefit further,” she added.
Digest Development
Capitalizing on the digestive health market, projected to grow from $51.7 billion in 2023 to $106.47 billion by 2032, the company has introduced Pura Digest, designed to alleviate bloating, irregularity, and digestive discomfort.
This product blends 5 grams of hydrolyzed collagen peptides, which are clinically shown to strengthen the gut lining and mitigate leaky gut syndrome, with 5.5 grams of Biotis GOS to promote microbiota balance, enhance beneficial bacteria, and support healthy bowel function, as well as calcium to aid in normal digestive enzyme activity and vitamin C to bolster immune function and natural collagen synthesis.
This product is the result of internal research indicating that 44% of consumers face gut-related issues, with 59% expressing interest in prebiotic and probiotic products (based on a sample of 1,061 respondents). Its purpose is to strengthen the gut barrier and support the entire digestive system.
Brand Evolution
Drawing from her extensive background in sports nutrition, Mo co-founded Pura in 2021 with two initial SKUs, Glow+ and Flex+, focusing on collagen’s most recognized benefits—skin, hair, nails, and bone health. These flagship items remain the brand’s top sellers.
Since then, the range of targeted collagen powders has grown to include: Sleep, with magnesium, l-tryptophan, and zinc; hormone-targeted Balance, featuring ashwagandha, magnesium, soy isoflavones, sage leaf extract, red beet, maca, and vitamins; and immune-supporting Protect, enriched with ginger root extract and vitamins.
Currently available in the UK, Benelux, and Dubai, with plans for a Swiss launch in March 2026, the brand maintains a strong emphasis on its unique selling proposition.
“At Pura, our raw ingredients begin as powders, and expanding beyond that format would necessitate adding more components, which is not the essence of Pura,” Mo explained. “We strive to keep our products as close to the source ingredient as possible.”
However, recognizing the need for customer convenience, GLPure+ comes in individual sachets for easy transport. The brand is also set to trial portable sachets across its full product range in Holland & Barrett Benelux.
Mo is optimistic about continued innovation opportunities, driven by the expanding research surrounding the key ingredient.
“Collagen is a fixture in the market, and it appears to be here to stay. What excites me in the coming years is the increased focus on bioactive collagen peptides and research into their potential for a variety of conditions,” she remarked.
Startup Safety Net
Mo emphasized that the brand’s ability to innovate stems largely from its acquisition by Vector Consumer Ltd in Spring 2024, which occurred at a critical juncture for her business.
“At that time, we were generating 85% to 90% of our sales through brick-and-mortar stores, leading to a cash cycle of 255 days and putting immense strain on our cash flow,” she recounted.
“Aligning with Vector provided us with much-needed breathing room and allowed us to negotiate terms we couldn’t even consider as a startup. Our team expanded from three to twenty-two, adding marketing and e-commerce teams, which enables me to focus on my passion for innovation and product creation.”
