Collagen supplements are a beauty-from-within category, sold mostly to women who want visible skin, hair, and joint benefits. The brands here include Vital Proteins, Hum Nutrition, Vida Glow, Bubs Naturals, Naturalplus, and Vital Beautie. Their ads mix wellness, beauty, and ingredient education. Studying them shows how a supplement brand explains benefits without overpromising, which formats turn skeptics into buyers, and how positioning shifts between clean-label, clinical, and beauty-led angles.
BUBS Naturals was founded in 2018 by TJ Ferraro and Sean Lake in San Diego, California, in honor of Navy SEAL Glen 'Bub' Doherty, who was killed at the U.S. Embassy annex in Benghazi in 2012. Glen was Sean Lake's best friend and a passionate health and fitness advocate. The brand donates a portion of profits to special operations-related charities and holds NSF Sport certification. Also searched as Bubs.
Codeage is a Los Angeles-based longevity supplement brand founded in 2017 that spans multi-collagen, NAD+, vitamins, and cellular health products. The brand runs a dual-channel Amazon and DTC strategy with wide SKU coverage across the aging and performance supplement space.
Equip Foods is a Denver-based animal-based supplement brand founded in 2019 by Matt Sali. The brand serves the paleo, primal, and carnivore community with grass-fed beef protein, collagen, and ancestral nutrition products, growing through community trust and sourcing transparency. Also searched as Equip.
HUM Nutrition (humnutrition.com) is a US beauty supplement brand founded in 2012 by Walter Faulstroh and Chris Coleridge in Los Angeles. It sells skin gummies, collagen, and nutrition supplements via Sephora retail and DTC, using a nutritionist-matched quiz to personalize subscription recommendations. Also searched as HUM.
Naturalplus is a Korean supplement DTC brand offering collagen drinks, probiotic capsules, and red ginseng products targeting the beauty-from-within market. The brand is distributed via its own website, pharmacy chains, and platforms like Olive Young.
Obvi is a bootstrapped DTC collagen supplement brand co-founded on June 1, 2019, by Ronak Shah, Ash Melwani, and Ankit Patel — three e-commerce operators who previously ran the DTC agency Ghost3Media. The founders identified a gap in the collagen supplement market: existing products were flavorless or unpalatable powders, meaning consumers either mixed them into drinks and tolerated the taste or gave up on the routine. Obvi's answer was to make collagen genuinely delicious in nostalgic flavors (Fruity Cereal, Hot Cocoa, etc.) and build a community of female buyers around the product. Within two years, Obvi surpassed $10M in sales, built the world's second-largest collagen community (36K active Facebook group members), and amassed 100K+ customers across 75 countries. By 2023, the brand crossed $40M in revenue — all bootstrapped with no outside investment. Co-founder Ash Melwani became one of the most-followed DTC marketing educators on X (formerly Twitter), creating additional brand credibility through his public documentation of Obvi's marketing strategy.
Vida Glow was founded in 2014 by Anna and Kieran Lahey in Sydney, after Anna's personal discovery of collagen supplements in Japan produced transformative results. The brand built its initial growth through influencer seeding and is now the world's number one marine collagen brand, selling a unit every four seconds globally. DTC subscription is core to the model, with international retail distribution expanding rapidly. Also searched as Vida.
Vital Beautie (VB Program) is AmorePacific's beauty ingestibles brand, selling collagen drinks, probiotic supplements, and antioxidant formulas under the belief that beauty begins from within. Distributed via AmorePacific's DTC channels, home shopping, and Korean pharmacy networks, the brand bridges cosmetic science and nutraceutical credibility. Also searched as Vital.
Vital Proteins was founded in 2013 by Kurt Seidensticker in Chicago and is credited with creating the mainstream collagen supplement category. The brand rode the paleo and clean-eating wave before appointing Jennifer Aniston as Chief Creative Officer in 2021, unlocking mass-market awareness. Nestlé Health Science acquired a majority stake in 2019, providing retail distribution muscle. Also searched as Vital.
Vitasei is a wellness and beauty supplement brand focused on US Hispanic and Latina consumers, offering collagen powders, beauty multivitamins, and liver health supplements. Products are sold DTC at vitasei.com and through Amazon. The brand uses bilingual (English/Spanish) packaging and marketing, positioning products as science-backed wellness solutions for women.
Collagen ads usually start with a visible outcome, such as skin, hair, or joint comfort, then support it with ingredient detail. Vital Proteins is known for collagen peptides sold for beauty, joint, and gut benefits. Vida Glow centers on marine collagen with a beauty-from-within story. Hum Nutrition aims at shoppers who buy at Sephora and want personalized supplements. Bubs Naturals pairs collagen with MCT and a mission-driven brand. Common formats include daily-ritual videos, such as stirring powder into coffee, creator testimonials, and educational carousels on sourcing and type. Subscription offers are common because collagen only works as a habit. Because supplements face strict claim rules, strong ads focus on routine, ingredient transparency, and customer stories rather than guaranteed results. Save the ads you find into a swipe file, tag them by angle, hook, and format, and revisit them monthly. Patterns that repeat across several brands are safer bets than a single standout ad, and they point to angles worth testing first.
Separate the angles. Some brands sell beauty, some sell joint and active lifestyle, some sell clean sourcing. Note which audience each speaks to and how they word benefits to stay compliant. Look at proof. Check whether ads use reviews, creator voices, ingredient breakdowns, or third-party testing language. Compare how the format is introduced: powder, capsule, or drink, and how the ritual is shown. Finally, examine the offer structure. Many advertisers push subscribe-and-save, bundles, or first-order incentives. Long-running ads reveal the claims and hooks that keep converting, and gaps show where a fresh angle, such as a specific age group or routine, could stand apart. Save the ads you find into a swipe file, tag them by angle, hook, and format, and revisit them monthly. Patterns that repeat across several brands are safer bets than a single standout ad, and they point to angles worth testing first.
Group the collagen ads you collect by benefit story: beauty, joints, gut, or clean sourcing. Choose the story that matches your formula and audience, then write hooks that describe a routine rather than a promise. Compliance matters, so keep wording close to what your evidence supports. Test creative types against each other. A morning-ritual video, a creator testimonial, and an ingredient carousel each attract a different buyer. Look at how Vital Proteins, Hum Nutrition, and Vida Glow vary their tone between mainstream, retail-led, and beauty-led. Then design the offer around habit: subscribe-and-save, starter bundles, and clear guidance on how long to use the product before judging it. Review results after a few weeks, keep the hooks that hold attention, and retire the ones that fade, so each round of tests starts from what you have already learned.
Directory brands include Vital Proteins, Hum Nutrition, Vida Glow, Bubs Naturals, Naturalplus, and Vital Beautie. Each targets slightly different needs, from beauty to active lifestyles. Search the brand in AdLibrary to see its active and past ads across platforms, then compare the hooks, formats, and offers side by side before planning your own creative tests.
Short creator videos showing a daily ritual, such as mixing collagen into a drink, are typical. Brands pair them with personal results stories and ingredient explainers, while staying careful with health claims. Filter by how long an ad has run to spot likely winners, and note the format and opening line, since those usually reveal what the brand has already validated with spend.
Mostly women interested in skin, hair, and joint benefits. Vida Glow, for example, speaks to women who want visible beauty benefits, while Bubs Naturals speaks to active adults. Save the examples that stand out into a swipe file and tag them by angle, so you can compare patterns across brands instead of copying a single ad.
Subscriptions, bundles, and first-order discounts are common because collagen is a daily habit. Review live ads from each brand to compare offers and how they are framed. Remember that ads show messaging, not results, so treat what you see as a source of hypotheses to test rather than proof of what performs for that brand.
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