Dirtea Expands Beyond Mushrooms
Dirtea, known for its mushroom powders, is broadening its horizons by introducing the Pure Essentials line, which aims to provide a clean foundation of collagen and creatine to complement its existing products.
The brand’s new direction positions it as a more comprehensive authority in functional nutrition. The goal is to create a harmonious system where essential ingredients support their performance-oriented mushrooms, rather than competing with them.
Both the ‘clean’ and ‘pure’ powders are intended for daily use alongside the mushroom powders.
This launch reflects trends in consumer behavior observed in Dirtea’s worldwide clientele.
“Pure Essentials emerged from how our community currently incorporates Dirtea products,” shared Andrew Salter, founder of Dirtea. “Customers have been consistently adding creatine and collagen to their Dirtea Coffee and Matcha, seeking reliable options without fillers or compromises. Pure Essentials is our answer: a clear, foundational support system designed to enhance everything else.”
Each product in the range contains a single active ingredient and undergoes independent testing by Eurofins and Light Labs to ensure purity and safety.
Dirtea Pure Essentials Collagen offers 5,000mg of Type I and Type III Peptan hydrolyzed collagen peptides per serving.
Dirtea Pure Essentials Creatine is made entirely from micronized creatine monohydrate.
Jessica Salmanpour, CEO of Dirtea, acknowledged that the shift away from mushrooms has drawn questions, but emphasized how the new products align with the brand’s core values.
“We aren’t just creating a new category; we are building a trusted brand. Trust is the most valuable asset in wellness today,” she conveyed to her LinkedIn community.
Salmanpour further noted that outdated perceptions of creatine as merely a ‘gym bro’ supplement are unfounded.
“Creatine is one of the most extensively studied ingredients, yet it remains misunderstood. At some point, it was tagged as a ‘bulking supplement’,” she explained, adding that she personally uses it for its benefits to bone and cognitive health, as well as overall energy and wellbeing.
“For me, as a CEO and a mother, mental strength is just as important as physical strength.”
Innovative Formulations for Menopause and PCOS
MyOva, a supplement brand dedicated to fertility and hormonal balance, has introduced two new products targeting symptoms associated with the menstrual cycle and menopause, particularly for those experiencing polycystic ovary syndrome (PCOS).
MyOva Menoplus is a pioneering menopause supplement designed to tackle both hormonal and metabolic symptoms linked to menopause and PCOS. Its formulation includes myo-inositol, shatavari extract, maca extract, D-chiro-inositol, vitamins B6 and B12, and folic acid.
MyOva Cycle Support is focused on alleviating symptoms related to PMDD (Premenstrual Dysphoric Disorder), severe PMS, painful periods, and heavy cycles. The formula combines botanicals known for promoting mood balance, relaxation, stress resilience, and menstrual comfort, including ashwagandha (KSM 66), L-theanine, chamomile, 5-hydroxytryptophan (5-HTP), rhodiola, turmeric, and broccoli extract.
New Products to Enhance Women’s Wellbeing
Feel Supreme has introduced a trio of products within its new ‘Bloom Collection’, the brand’s inaugural women’s wellness line tailored “to support every stage of womanhood.”
Joining more than 40 holistic products, Meno Bloom is formulated with SRI-81 Shatavari, an ingredient supported by various clinical studies that report significant improvements in hot flashes, mood, and libido.
Mind Bloom incorporates Cognivia, a patented blend of sage extracts clinically validated to enhance memory and reduce brain fog in women. This product features a QR code allowing users to download an app to assess their memory and track their progress over time.
Cycle Bloom is designed to support women throughout their monthly cycles, featuring ingredients such as chasteberry, magnesium, and methylated B vitamins, including methyl folate in place of folic acid, aimed at regulating mood, alleviating cramps, boosting energy levels, and ensuring hormonal balance.
Nutrigums Vitality Series Focuses on Liver Health
UK-based gummy vitamin manufacturer Nutrigums has launched its new premium Vitality Series, kicking off with a Liver Support gummy to meet the increasing consumer demand for targeted nutrition solutions and cater to “one of the fastest-growing segments in the supplements market,” according to the company.
This new range aims to bridge the gap between basic gummies and high-cost specialized supplements, delivering scientifically-supported formulations, quality ingredients, and affordability.
“Consumers increasingly prefer targeted wellness products over generic options. They seek transparent ingredients and formats they are willing to commit to,” stated Fabian Whittingham, co-founder of Nutrigums. “The Vitality Series was developed with this insight, offering a premium choice at an accessible price point.”
He added: “Liver health has become a major wellness concern, informed by rising awareness about energy, digestion, alcohol moderation, and metabolic health.”
This citrus-flavored vegan supplement contains choline, vitamin C, vitamin E, and milk thistle (Silybum marianum).
Gummy Supplement for Beauty
TopGum Industries, Ltd., a manufacturer of gummy supplements, has introduced a new beauty-focused line that addresses consumers’ increasing interest in holistic hair, skin, and nails (HSN) solutions.
The new HSN+ line features a no-added-sugar, fiber-based gummy designed to support hair, skin, and nail health.
“These new gummy concepts are available in a variety of natural fruit flavors and shapes and can be customized for leading supplement brands,” remarked Eyal Shohat, CEO of TopGum. “We are enabling supplement companies to become holistic providers of comprehensive beauty kits that resonate with consumers’ aspirations for a healthy lifestyle and inner wellness.”
“While HSN supplements have traditionally targeted women aged 30 to 55, younger women, starting at age 20, are now recognizing the benefits of natural ingredients for enhancing skin radiance, hair strength, and nail growth, especially in the convenient form of delicious gummies,” added Inbal Nahmias Horev, Head of Global Marketing and Sustainability.
Each cherry-flavored gummy weighs 3g and contains 45mg of hyaluronic acid, 200mg of collagen, biotin, zinc, as well as vitamins C, E, and B-complex along with essential minerals.
The collagen used is derived from fish, making it suitable for kosher certification, with a neutral flavor that is undetectable.
