OLLY Vitamins, best known for its gummy supplements, has expanded into the personal care sector with the introduction of OLLY Mood + Skin. This new product line aims to enhance both skin health and emotional well-being, featuring body washes, scrubs and serums designed to improve the skin barrier and elevate mood through fragrance technology.
The line incorporates neuroscience-backed fragrance blends alongside a proprietary vitamin complex known as 12-HSA. This complex is clinically proven to repair, strengthen and moisturize the skin.
“Launching OLLY Mood + Skin marks a natural progression as we broaden our support for daily wellness routines,” stated Bryan Ferschinger, chief revenue officer at OLLY, in a press release.
Growing demand for mind-body products
Industry trend analysts told us that OLLY’s move is strategically timed to tap into growing consumer demand for holistic personal care.
“With the perma-crisis in mind, the level of stress has significantly increased, pushing the consumer’s demand for products and experiences that can help them counterbalance their overall negative feelings and emotions,” said Eleonora Mazzilli, trend localization & business development director, North America at Beautystreams.
This psychological shift is impacting how consumers define beauty, she added. “With this new mindset, the definition of beauty is evolving into one that is focused on psychological well-being, self-care and health.”
She described OLLY’s launch as representative of a new category called “psycare”, which “will eventually evolve into a beauty category of its own.”
Neuroscience meets formulation
According to OLLY’s press release, fragrances in the Mood + Skin collection were tested using EEG technology to measure emotional impact. For example, the BRIGHT scent was found to increase brain wave activity associated with alertness, while the CALM fragrance was linked to brain waves that promote relaxation.
Mazzilli said that such innovations reflect broader shifts within the industry: “The latest advancements in science and technology allow us to see how fragrance impacts the human brain, give scientific proof of results and dig into scents’ emotional connections.”
However, she cautioned that brands entering this space must ensure that their claims have scientific backing “to meet consumer demands for greater transparency as well as result-driven solutions.”
Search behavior shows strong interest
Consumer search data from Spate supports the relevance of OLLY’s timing. Jenny Zeng, a beauty insight analyst at the company, highlighted strong year-over-year growth in searches related to mood and body care.
“Our data shows that interest in mood health is growing +61.9% YoY across Google and TikTok combined,” Zeng said. “We’re also seeing that ‘relaxing’ is trending alongside body care, with a +68.9% YoY growth.”
Mental health terms are also appearing more frequently in this context.
“‘Anxiety’ averages 2.3 million in monthly popularity in the context of body care,” Zeng added. “This launch from a supplement-focused brand like OLLY feels like a smart move, bridging wellness and beauty at a time when holistic health is becoming a defining theme in the category.”
Product details and rollout
According to the company’s release, the new collection features body washes, body scrubs and body serums in four core categories: CALM, REVIVE, BRIGHT and RENEW. Each product is paraben-free, sulfate-free, dermatologist-approved and available for $12.99 at Walmart, Amazon, Target and on OLLY’s DTC website.
OLLY also partnered with comedian Heather McMahan for an “Unlicensed Shower Therapy” campaign to promote the launch. While the marketing strategy adds a humorous angle, the company’s press release positioned the Mood + Skin line as a serious entry into the personal care market that is “rooted in science-backed self-care.”
