We sat down with Vital Proteins CEO, Tracey Halama—the woman behind the evolution and popularity of collagen—to talk about what makes their products different, their new spokesperson (hello, Friend!) and what’s next for the brand.
Q: Why is it so important that Vital Proteins works with animal welfare groups?
A: At Vital, we take animal welfare incredibly seriously. When sourcing our upcycled collagen peptides, we vet our suppliers and only work with those who meet our strict quality and ethical standards. And we feel, as the leader in collagen supplementation, it's our obligation—and honor—to constantly raise the bar by demanding the best from every level of the supply chain.
Q: Why did Vital Proteins decide to bring Jennifer Aniston on board as Chief Creative Officer?
A: Jen was an organic fan of the brand since 2015. In fact, the first time we had heard about it was when both People magazine and mind + body green interviewed her and she spoke of her secret anti-aging ingredient, a collagen peptide, that makes her skin glow. It's rare for a CPG company to have such an authentic relationship with a celebrity for so many years. As we began to form a relationship with Jen, we both realized our mutual views on wellness and aging were very aligned. Personally, I am not sure of any other celebrity creative influence that feels as natural as Jen + Vital.
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Vital Proteins Collagen Peptides Unflavored
Q: What wellness/beauty advice can you give to others who want to “shine from within” at any age?
A: Sleep, hydration and mental wellness are every bit as important as what nutrients you choose to put into your body.
Q: What’s on the horizon for the Vital Proteins brand?
A: Our brand has been fortunate to be first to market in collagen and currently Vital is the market share leader. We’ve been able to stay on top by innovating, maintaining authentic dialog with buyers and consumers, and listening and acting on their feedback. Expect more innovation, improved diversity and inclusion, increased commitment to sustainability, and lastly, exciting new programming with Jen and other key influencers.
Q: What’s your personal collagen regimen?
A: My morning routine starts with a half caf coffee with coconut or vanilla creamer. I also am a huge fan of our Apple Cider Vinegar and Women's Multi Gummies and incorporate both of them into my supplement protocol. My favorite breakfast is Siggi’s plain yogurt with a scoop of Vital Performance Cold Brew Performance Protein and Collagen Peptides with berries, chia seeds and almond slivers. Occasionally, if I’m having a midday slump, I'll make a matcha latte for a healthy dose of antioxidants and energy**. If I really need a good night’s sleep, I will add Collagen Peptides into a cup of tea before bed. The glycine promotes relaxation**.
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