Purely Elizabeth, a leading granola brand, has rolled out Purely Glow Granola, a limited-edition variety that offers skin health benefits. The granola is infused with collagen peptides and biotin along with more traditional granola ingredients like organic oats, roasted pistachios, vanilla bean and sea salt.

It is the first “beauty” launch from the Boulder, CO-based food company, which was founded in 2009 by Elizabeth Stein, a holistic health counselor.

Purely Elizabeth, which has reportedly been the No. 1 granola brand in the natural channel for eight consecutive years, is selling Purely Glow through TikTok Shop and its own website, not in more traditional brick and mortar food stores.

TikTok and Cha Cha

In addition to its TikTok strategy, Purely Elizabeth teamed up with New York-based Cha Cha Matcha, a matcha company. The “Purely Glow” menu, inspired by the granola, will be offered inside Cha Cha cafes, which are located in New York and California.

Recipe Inspiration

The granola was developed in response to growing consumer demand and social buzz around functional ingredients, according to Purely Elizabeth, which is women-owned and a B Corp.

“Purely Glow Granola brings together two things that have always been important to me—nourishing food and daily beauty rituals,” Stein said in a press statement.

Purely Glow Granola hit the market on Feb. 12. It retails for $7.99.

Beauty Inside Out

Ingestible products promising beauty benefits are not new. Brands have dabbled in the space for many years, mostly through vitamins, supplements and beverages. There have also been some high-profile launches, such as Glowelle, a beauty-from-within beverage launched with Nestle in 2008. Nestle closed down Glowelle in 2011. Neutrogena has offered skin health-focused supplements, including personalized gummies in a limited collaboration with UK-based brand Nourished.

More recently, Lemme, the Kardashian wellness brand, launched “skin glaze” gummies.

There have been more collaborations between personal care and food brands, such as the recent lip balm line from Cocokind that has flavors inspired by the options at functional pop brand Olipop, not to mention less ingestible collaborations like Dove and cookie retailer Crumbl.

As wellness has become a greater part of the consumer zeitgeist, there could be more traction among consumers for packaged foods with beauty benefits.

More Research from Happi and Nutraceuticals World

Happi covers the beauty-from-within space in a special supplement called Beauty IO, with reporters from Nutraceuticals World, a sister publication.

Nutraceuticals World is the leading media site for B2B innovation in functional ingredients.