The 2025 Boom: Private Label Supplements Millennials & Gen Z Are Obsessed With
Millennials and Gen Z aren’t just part of the wellness wave — they’re steering it. In 2025, these two hyper-connected, values-driven groups are powering a major surge in private label supplements, reshaping everything from product formats to ingredient expectations.
Multivitamins and clunky pill bottles? Dead on arrival. Today’s under-40 crowd wants purpose-packed blends, eye-catching design, and ingredients they can recognize (and Google). They're following creators, scanning QR codes, and expecting every supplement to feel like it was made just for them.
Here’s what’s catching fire — and how brands are keeping up.
1. Beauty-From-Within Is Non-Negotiable
What began with clean skincare has now evolved into full-on ingestible beauty rituals. Millennials lit the match, Gen Z is fanning the flames.
Best-sellers include:
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Marine or vegan collagen peptides
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Hyaluronic acid for that dewy hydration
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Astaxanthin and ceramides for glow + barrier support
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Biotin combos with zinc and silica
Winning formats:
Sachets, liquid shots, low-sugar gummies — anything that slides easily into a skincare routine. Capsules? Mostly skipped.
2. Focus & Mood Are Core Wellness Pillars
Gen Z is grappling with non-stop stress and screen fatigue. Supplements that offer calm clarity or emotional balance are essentials now, not extras.
Star ingredients:
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L-theanine + rhodiola = gentle, jitter-free focus
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GABA + magnesium glycinate = chill without sedation
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Lion’s mane + citicoline = mental sharpness
Positioning shift:
Think “mental wellness routine,” not “stress relief.” Clean fonts, calm colors, gender-neutral packaging. It's about balance, not buzzwords.
3. Clean, Vegan, Gut-Centric Everything
Label literacy is second nature. Millennials and Gen Z expect transparency — and plant-powered everything.
Key expectations:
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No gelatin. Vegan capsules only.
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No synthetic sweeteners or dyes
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Prebiotic and probiotic blends for gut + brain harmony
Smart extras:
Sustainable packaging, QR code traceability, and mission-first branding. Not perks — must-haves.
4. Sleep Support, Reimagined
Wind-down routines are getting a glow-up. These buyers want personalized, sensory-friendly products that help them rest — and look good doing it.
Formulas of choice:
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Magnesium + apigenin + L-theanine
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Tart cherry, glycine, or microdose melatonin
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Soothing herbs like lemon balm and lavender
Packaging note:
Soft gradients, minimal text, and self-care energy. Sleep gummies are now part of curated evening rituals — often sold with tea, candles, or playlists.
5. Hormone Health Goes Mainstream
The taboo is over. Millennial and Gen Z women want real support for cycles, moods, and hormonal shifts — and they’re demanding better options.
Popular ingredients:
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Chasteberry (Vitex), maca, DIM
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B6, magnesium, and ashwagandha
Cultural shift:
No more hiding these products. They're front and center — bold packaging, real talk, and content that normalizes hormone care without shame.
6. Viral Ingredients Turn into Category Leaders
Gen Z is discovering ingredients on TikTok and Reddit — and they’re quick to convert awareness into purchase.
What’s blowing up:
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Berberine (“nature’s Ozempic”)
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Sea moss for minerals and skin support
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Chlorophyll for detox appeal
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NMN and spermidine for anti-aging and cellular health
What wins:
Fast launches, simple science breakdowns, and content that shows — not tells. Think quick demo reels, not whitepapers.
7. Formats That Feel Like a Lifestyle
For these shoppers, packaging is as important as what’s inside. They want elevated, functional, and photogenic — not plastic pill jars.
On-trend formats:
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Stick packs for energy, calm, or sleep
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Nootropic shots and collagen gels
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Scoopable powders and vegan gummies
The rule:
If it’s not pretty enough to stay on a bathroom shelf or show up in a Reels unboxing? It’s getting left behind. Bonus points for recyclable or refillable designs.
Final Thoughts
Millennials and Gen Z aren’t passively following trends — they’re setting them. Their standard? High. They want function, form, and values in every product they buy.
Private label brands that meet them with intention, transparency, and relevance? They’re not just riding the boom — they’re building a community that lasts.
