Barrière’s Disruption of the Supplement Industry

The increasing demand for health and wellness products has led to a surge in the supplement industry. A recent trend is the rise of wearable vitamin patches, with companies like The What Supp Co and The Good Patch promoting alternatives to traditional oral supplements.

Barrière, a notable player in this space, is offering a variety of patches aimed at improving aspects such as sleep, energy levels, and immune support.

CEO and co-founder Cleo Davis-Urman shared with CNBC that the company anticipates doubling its revenue by reaching $10 million in 2026, up from a current valuation of $19 million. Notably, Barrière is extending its reach into 1,700 Walmart stores, featuring a motion sickness patch and what is claimed to be the first lactose intolerance patch available.

Barrière’s presence has expanded significantly, increasing from approximately 600 stores in Q2 2025 to over 6,000 stores by Q2 2026. Its products are now sold in major retailers like Target, Ulta, and Urban Outfitters.

Despite the growing popularity of these wearable patches, the market lacks strict regulation from the Food and Drug Administration (FDA) in the U.S. Barrière’s products currently do not have FDA approval. Under the Dietary Supplement Health and Education Act of 1994, supplements are classified as food, which allows companies a considerable degree of freedom in marketing.

To ensure quality, Barrière has chosen to manufacture its patches in the U.K., where comparable regulatory bodies enforce strict health standards.

“Transparency and education are paramount, and being made in the U.K. suggests to consumers that we have taken considerable measures to safeguard their health,” Davis-Urman noted.

The company’s origin story stems from Davis-Urman’s personal experiences with vitamin deficiencies, which oral supplements failed to address. The patches she used were cumbersome and uncomfortable, spurring her to create a more practical solution.

“People recognize their need for supplements and intend to establish a routine, but often fall short,” she explained. “Our aim is to tackle both absorption issues and enhance the enjoyment of the experience, helping individuals stick to their health routines.”

The transdermal patches utilize microscopic vitamin particles that release nutrients directly into the bloodstream, providing effectiveness for up to 12 hours. Barrière’s products are priced between $13 to $18 for monthly supplies, with a whopping 3,000% increase in wholesale volume noted in 2025.

The supplement market is a crowded space, valued at around $60 billion, encompassing over 100,000 products, as reported by the FDA. The vitamins and supplements sector alone is expected to grow 11% by 2027, according to AlixPartners.

From approximately $14 billion in sales in 2021, the vitamin segment surged to over $17 billion by 2025, as reported by Circana, a Chicago-based market research firm. Sales volumes for vitamins increased nearly 5% in the same period.

This growth correlates with an increasing interest in health and wellness, particularly among younger generations. Thorne, a supplement brand, has highlighted that Generation Z is a significant customer base, focusing not just on prevention but also restorative health.

Mahtab Jafari, a pharmaceutical sciences professor at the University of California, Irvine, highlighted that convenient marketing strategies appeal to this demographic, making wearable patches an attractive option. “Marketing frequently outpaces scientific validation, which is critical in this industry,” she explained.

Interestingly, Davis-Urman indicated that Barrière appeals to a broader audience, ages 25 to 65, challenging her initial assumption that Gen Z would dominate sales.

Barrière distinguishes itself through innovative marketing strategies, drawing on Davis-Urman’s fashion expertise. The goal was to create stylish and user-friendly patches for individuals seeking extra vitamin support, with each pack featuring unique designs such as flowers or jewels.

These patches not only stand out but also promote conversations among users, expanding Barrière’s reach and attracting potential customers.

“Our products don’t blend into the background like many clinical solutions in the supplement market,” she noted.