Urban Remedy Expands Collagen Line
Wellness brand Urban Remedy is expanding its popular protein and collagen meal shake line with a new strawberry variant. The products, which contain 10g of grass-fed collagen, tap into the growing 'beauty-from-within' trend that merges nutrition with self-care.
Urban Remedy's strategic expansion into a new shake flavor is part of a larger distribution and growth strategy. The company, founded in 2009 by Neka Pasquale, operates through an omnichannel model that includes direct-to-consumer sales, its own retail stores, and a significant wholesale business. This wholesale channel, featuring branded refrigerated kiosks in larger grocery stores like Whole Foods Market, is its biggest revenue driver. The brand has aggressively expanded its physical footprint, growing from kiosks in 10 states in March 2020 to 21 states by mid-2021. By June 2025, an expanded agreement with Whole Foods placed Urban Remedy products in over 400 of their locations nationally. This retail strategy relies on a consignment model, where Urban Remedy stocks the kiosks and splits profits with the host store, allowing for rapid product testing and changes. This move taps directly into the rapidly growing 'ingestible beauty' market, which was valued at $4.2 billion in 2024 and is projected to reach $13.1 billion by 2034. The broader beauty and wellness products market was valued at over $1.8 trillion in 2025. This growth is fueled by consumer interest in holistic health and preventative care, with a clear shift towards supplements that support appearance from within. The collagen supplement sub-market is also on a significant upward trend, projected to grow from $1.8 billion in 2025 to $3.3 billion by 2035. Key drivers for this segment include rising consumer awareness of collagen's benefits for skin, joint, and bone health. Major players in the competitive ingestible beauty space include Vital Proteins, Hum Nutrition, and The Beauty Chef. To support its expansion, Urban Remedy secured an $18 million funding round in July 2021, led by investment firm Manna Tree. This capital was earmarked for increasing points of sale, marketing, and staffing. The company has also invested in technology, such as a new ERP system for real-time inventory management and demand forecasting, to manage the complexities of its fresh, short-shelf-life products. Initially focused heavily on beverages, Urban Remedy has diversified its product mix, with food items now representing a larger portion of sales. The company also serves as a co-packer for Whole Foods' private label cold-pressed juice line in most regions. This dual strategy of brand growth and B2B production provides multiple revenue streams and deepens its partnership with a key retail distributor.
