Persona Nutrition has launched vyv, a new personalised vitamin and supplement brand positioned to address adherence challenges among women aged 20-30, a demographic often underserved by traditional supplement formats.
Developed as a sister brand to Persona, vyv targets Gen Z and Millennial consumers seeking science-backed nutrition without the rigidity or complexity that can undermine long-term use.
The brand draws on insights from Persona’s consumer data, which showed strong demand for personalisation and clinical credibility, but higher drop-off when routines felt time-intensive, inflexible or misaligned with everyday lifestyles.
vyv’s offering centres on personalised daily supplement packs designed to support energy, focus, balance and hormonal health, while reducing formulation complexity and packaging clutter.
The approach aims to balance customisation with ease of use, positioning flexibility as a core differentiator in a crowded personalised nutrition market.
"We created vyv to meet women exactly where they are, especially during the most dynamic chapters of life," said Brandi Cole, PharmD, VP of Science and Nutrition and a founding member of vyv.
"From pregnancy and postpartum to everyday stress, sleep challenges and cycle-related changes, women's needs aren't static."
"That means targeted nutrients such as folic acid, DHA and iron when they matter most and continued support for energy, mood, cognition and stress as life shifts. Our goal was to make nutrition feel empowering and clear."
In addition to bespoke daily packs, vyv offers complementary add-ons from third-party partners, including creatine and probiotic powders, reflecting broader consumer interest in performance, resilience and mental wellbeing alongside physical health.
The platform also provides access to registered dietitians and nutritionists, allowing users to review, adapt and optimise their supplement routines over time.
According to the company, this hybrid model is intended to avoid both generic multivitamin solutions and highly prescriptive, data-heavy systems.
Onboarding is supported by a short digital assessment that curates morning and evening supplement packs containing vitamins, minerals, botanicals and targeted nutrients.
Transparent labelling, quality-controlled ingredients and streamlined packaging are positioned as key elements of the brand’s proposition, supporting both compliance and scalability within the personalised nutrition sector.
"Women are the driving force behind the vitamin and supplement category and especially Gen Z, who are actively thinking long-term about their health."
Jason Brown, CEO and co-founder of Persona Nutrition and vyv, added: "What we saw was a new generation looking for something that felt more authentic, more adaptable and more aligned with how they live."
"With vyv, we stripped away the jargon and simplified personalisation. We built a brand that can flow with her — through new formats, new solutions and meaningful partnerships that expand what personalised wellness can look like."