The acquisition includes Things of That Nature’s cetylated fatty acid technology and the Celadrin brand.
According to a press release, Celadrin and the cetylated fatty acid technology fit perfectly with Everwell’s mission to “help all look, feel and perform their best by advancing the science of safe, convenient and attainable functional ingredients”.
Science-backed benefits and market expansion
“The science and technologies and the Celadrin brand that we have acquired bring additional solutions for joint health, skin care, and companion pet health,” Stephen Rosenman, CEO at Everwell Health, told NutraIngredients.
Celadrin has been the subject of nearly a dozen clinical studies supporting its efficacy in promoting joint health, flexibility and comfort, as well as addressing signs of skin aging when applied topically, Rosenman said. Everwell Health intends to leverage this existing research to “expand the market presence of this well-established ingredient as well as support its existing customers with new scientific investment.”
This acquisition aligns with the company’s strategy to be “an industry-leading developer and marketer of one-of-a-kind, science-backed functional ingredients”, according to Everwell’s press release.
Addressing consumer trends in mobility and beauty
With consumer demand rising for mobility and beauty solutions, Everwell Health is positioning Celadrin as key ingredient to meet these evolving needs. The brand’s scientifically supported benefits make it a potentially attractive option for manufacturers looking to create multifunctional products that address joint health and skin care concerns.
“In the last two years, we’ve observed strong growth in new products aimed at these health concerns,” said Jordan Miller, vice president of marketing at Everwell Health, in the company’s press release. “Joint health supplement launches have grown by nearly 11% CAGR from 2022-2024,” he noted, while skin and beauty launches have risen by 13% CAGR, according to Innova Market Insights.
Rosenman emphasized Celadrin’s potential in these areas.
“The fact that Celadrin already has science-backed benefits in both mobility and skin health is advantageous for manufacturers developing products that support these key consumer priorities,” he said.
“It’s not just an aging demographic looking for these types of products. Younger generations are seeking healthy aging solutions earlier in life to maintain their physical abilities, prolong healthy function and maintain a youthful appearance,” he added.
Miller cited consumer insights from FMCG Gurus, sharing that “54% of North American consumers express interest in products that address mobility even when they are not experiencing any symptoms, and 50% of consumers are interested in skin care products to visibly reduce the signs of aging.”
These findings, he said, “demonstrate the immense potential for new and innovative approaches that support improved mobility, joint comfort and skin health and appearance.”
Future opportunities in cosmetics and skin care
According to recent study findings, Celadrin is particularly well-suited for adoption in cosmetics and skin care product formulations as a versatile ingredient with expansion potential, according to Rosenman.
The ingredient has been specifically studied for its topical skin benefits based on evidence that it may help promote a healthy response to inflammation. Multiple studies addressing common skin issues like redness and roughness have shown that ”these proprietary cetylated fatty acids may help to address signs of aging and promote a more youthful appearance,“ Rosenman said.
Regarding Celadrin’s versatility, he noted that it is available in both powdered and oil formats and can be marketed with claims like “helps to address signs of skin aging” and “promotes a healthy appearance.”
“This creates an opportunity to reach a broader customer base in the skin care market,” Rosenman said.
