Face the Future expands personalised wellness offering through new partnership

Online skincare and self-care retailer Face the Future has partnered with women’s wellness platform Now Often Always in response to changing consumer behaviour as demand for personalised wellness solutions grows.

The partnership will offer access to personalised wellness and nutrition guidance through Now Often Always. Meanwhile, users of the wellness platform will gain access to Face the Future's selection of premium supplement brands, which the retailer is now extending further.

For Face The Future, the partnership doubles down on its commitment to offer more holistic services that extend beyond beauty, following research that shows that a key growth driver for the UK supplements market is rising demand for personalised nutrition.

The e-tailer also cites research from market research firm Mintel, which highlights that confusion around which supplements to take as one of the biggest barriers to purchase. It comes as a recent FemTech World study found that 73% of women have sought private or alternative healthcare to find answers to their health concerns.

Julia Barcoe-Thompson, co-owner and Director at Face the Future commented on the partnership: "As two female-led businesses who are committed to educating and empowering women to make informed choices about their wellbeing journeys, we’re looking forward to combining our expertise to deliver evidence-based guidance and tailored recommendations that give women the personalised data and nutritional support they need to feel like themselves again."

Founder of Now Often Always, Katie Rose added: “At Now Often Always, our mission is to help women better understand their bodies and access the right support at the right time.

"Partnering with Face the Future allows us to reach more women with personalised guidance and trusted product recommendations, making it easier for them to take control of their wellbeing."

Under the new partnership, Face The Future will further expand its range of supplement products, which now includes British medical technology brand LYMA, which just launched its first gut health supplement, LYMA ID², and Humantra, which recently expanded its UK retail presence.

The partnership also follows the online retailer's strategic acquisition of luxury haircare specialist Luxurious Look for an undisclosed sum last September.