‘Where Modern Science & Botanicals Finally Meet’
The Swedish wellness brand ‘April’ has officially launched , aiming to unite modern science and traditional botanical remedies to create a range of vegan, subscription-based supplements.
Launched by online razor business Estrid, April hopes to “shape the future of wellness and make people feel great by making daily wellness routines easy and fun”. April has teamed up with UK industry experts for product development, ingredient choices and sustainability commitments.
According to a press release, April is working closely with doctors, herbalists, and nutritionists for product development after a 2021 poll found that almost 25% of women revealed that that the vitamin market is unclear. “There’s so much shaming within wellness today. If you can’t live up to the unwritten rules, you’re not allowed to call yourself healthy,” says Helena Aru, Director at April. “At April, we want to encourage consumers to create their own wellness rules and find a daily routine that suits them. Feeling good is personal, and we believe that health and wellbeing routines should be as well.”
Ben Eliass, Founder and CEO of Estrid, added: “We are so excited to launch April, the sibling label to Estrid. Estrid was created just before a global pandemic, which saw the demand for wellness products in our community soar. Our goal with April is to create a new type of wellness brand, one that rewrites the rules of what a modern supplements company can and should look like.”
The subscription-based model has launched with an initial offering of three supplements: Multi-Me, Glow Service and Club Calm.
Multi-Me is formulated with lion’s mane, reishi mushroom and starflower oil and is said to support cognitive function and energy levels.
Glow Service aims to aid collagen production with ingredients such as biotin, hyaluronic acid and retinol in its formulation.
Meanwhile, Club Calm features a blend of lavender, lemon balm, rosemary and chamomile that aims to support psychological function.
All supplements can be purchased on subscription or as a one-time buy on itsapril.com and ingredients used are vegan, gluten-free and free from artificial colours and preservatives.