In a Facebook post this morning, It Works announced the launch of a new line of ingestible collagen supplements called CollagenWorks™. According the company website, CollagenWorks contain “bioactive collagen peptides trigger fibroblasts to produce hyaluronic acid which is critical to providing the bounce and plumpness of skin hydration.”
The company website lists the following features about the product:
- 5 types of collagen blended into one beauty-boosting formula
- TruMarine™ Collagen helps to decrease the appearance of wrinkles
- Essential vitamins vital to maintaining youthful, hydrated, and radiant skin.
- Vitamins A&C, plus selenium help to slow down the appearance of aging skin by fighting oxidative stress from free radicals.
The company is quick to note that these statements have not been evaluated by the Food and Drug administration. Other beauty brands have launched products containing hyaluronic acid, though it looks like It Works’ new product is the first ingestible form. The collagen supplement comes in only one flavor, Tropical Crush, but we expect the company to roll out a host of new flavors in the next few years.
Mark and Cindy Pentecost founded It Works! in 1995 and moved the company from Michigan to Florida in 2011. The company utilizes a multi-level marketing structure to sell a variety of beauty products, dietary supplements including a Keto coffee creamer, and essential oils. However, most people know the company for of its flagship “Ultimate Body Applicator”, a body wrap the company claims will “tighten, tone, and firm” your skin “in as little as 45 minutes”. In the past few years, It Works and other body wrap sellers generated considerable backlash from the scientific company about these claims. Since then, It Works has diversified its product base and and capitalized on trends like the Keto diet and essential oils being increasingly used as alternative medicine.
The company generated almost $700 million in sales in 2017, making it one of the Top 50 MLMs in the U.S. based on revenue.