Alo Yoga is stretching the limits of the term lifestyle brand.
What’s happening: The activewear company launched The Alo Stackable Wellness System, a line of ingestible beauty and wellness supplements.
Four years in development, the single-serving gel packs contain formulations of vitamins, minerals, “hormone-balancing” adaptogens, and more to address daily needs in skincare, immunity, and physical recovery.
Alo plans to expand on the stack with seven capsule-form supplements expected to drop this coming January.
Retail Therapy x Lifestyle Medicine
Alo’s new beauty ingestibles—some of which sold out on the first day—are a testament to the brand’s emerging customer loyalty.
Quickly building a rival empire to activewear giant lululemon, Alo’s studio-to-street appeal has given it the ability to follow its wearers through every aspect of their days.
- Alo Moves, its digital fitness platform, added a nutrition category via partnership with Bonberi in March and will debut SYNCD, personalized programming matched to women’s hormonal cycles, this month.
- In May, Alo entered footwear, with its unisex lifestyle sneaker selling out in under 30 minutes.
- Alo signed a third-party retail agreement for its beauty and wellness segment, with products entering Sephora on September 8.
And, on the thriving retail front, in the past year, the brand has pushed expansion internationally—opening in Canada, Kuwait, and Israel—and in the metaverse, launching a VR shopping experience on Meta Quest complete with wellness tutorials.
Takeaway: All upstart activewear brands are trying to sell a lifestyle, be it NOBULL’s no-frills training or On’s sustainable performance. Alo’s attempt to outfit overall well-being is paying off, but in doing so, it has marketed the opportunity in wellness to unexpected competitors… like Nike.