Inside out beauty: NZ’s Me Today prepares to launch into 22 Biople stores in Japan following Ireland expansion

19-Oct-2021 - Last updated on 19-Oct-2021 at 01:31 GMT

The brand also just landed in Ireland with five supplements and 12 skin care products. ©Me Today

New Zealand supplements and skin care brand Me Today is preparing to launch into 22 Biople stores in Japan next month, following the recent expansion into Irish pharmacies.

Me Today produces a range of supplements and natural skin care products to target beauty needs on the inside and out, as well as health and wellbeing, sleep, stress, eye, and immune needs.

In November, it is set to launch eight skin care products in Biople by CosmeKitchen, which is a retail chain owned by MASH Beauty Lab whom Me Today has worked together to develop skin care products exclusively for the Japan market.

Comprising plant collagens and botanical oils, these products are 100% natural and are enriched with vitamins, omega 6 and 9s, and DHA.

Only one of the eight SKUs is from the current range, its miracle facial oil which remains one of its bestselling products.

In New Zealand, its women’s daily moisturiser, serum and facial oil are popular products.

For supplements, bestselling products include the women’s daily multivitamins, sleep supplement, men’s daily multivitamins, and a hair, skin and nail supplement.

Me Today plans to launch supplements in Japan next year. The brand’s CEO Michael Kerr previously hinted of a daily multi-nutrient supplement for males and females, as well as a beauty-from-within supplement.

Exclusive Japan formulas

According to Harriet Johnstone, assistant brand manager at Me Today, the Japan range is 100% natural, while its domestic skincare range is between 93% to 100% natural.

She added that the products were formulated for Japanese consumers who were moving towards plant-based and natural alternatives in their skin care.

“When we spoke to MASH, these (factors) were important to them, but also one of the most important things behind our brand and a big part of our ethos is our focus on vegan products,” she told NutraIngredients-Asia.

In Japan, Me Today will work with MASH Beauty Lab to do some influencer marketing for the hard launch into stores.

According to Kerr, the Japan formulas will also be sold in New Zealand as well.

Ireland launch

The brand also just landed in Ireland with five supplements and 12 skin care products.

As part of its marketing strategy, Me Today worked with several brand ambassadors including fitness star Maeve Madden and businesswoman and broadcaster Lorraine Keane to market the product.

“We've partnered with pharmaceutical distribution company called Uniphar and they have signed on 66 pharmacies so far,” Johnstone said.

Uniphar operates pharmacy chains such as Allcare, Life and Hickey’s.

“The brands been really well received over there, so it's been great for us.”

Johnstone added that Me Today will also launch in Australia this November.

“We’re constantly working on new product development and focusing on product pairing. We’re developing skin care and supplements that work together to help you achieve beauty from the inside out.”