The supplement market holds a lot of promise for brands that get it right. On TikTok, 2.8 million videos have been created using the #supplements hashtag to date, and according to Euromonitor, the global consumer health market was valued at $338 billion in 2025. “It’s a future opportunity for us and it’s big, but now it’s getting bigger,” says Boutiba. “Our founder, Dr. Haller, was a general practitioner, so health has always been at the heart of our equity.”
Earlier this month, Vichy launched its Liftactiv Collagen supplement, co-developed with nine international dermatologists and nutritionists, at Vichy’s development labs in France and with support from L’Oréal Group’s global research and innovation network in China, the US, Brazil, and Africa. The brand’s medical and marketing teams have also collaborated with Huashan Hospital in China and King’s College London.
Vichy is the second most-recommended brand by dermatologists worldwide, according to the brand, and it takes the top spot for the dermatologist-recommended anti-dandruff and haircare brand globally. “The products are unique because it’s a good blend of efficacy mixed with the sensoriality of the formula. In this market, you can sometimes have efficient products, but they don’t smell good or the application is hard,” says Boutiba, adding that Vichy works on blending efficiency with ease of use in order to create hero products.
Market focus
Vichy is active in 40 countries, with its three biggest markets being France, Brazil and Germany. The brand ramped up its digital marketing in 2025, with a series of social media campaigns and content created by influencers, accumulating 14 billion views across YouTube, TikTok, and Meta. Social engagements were up 60% in 2024. The campaign for its anti-dandruff shampoo totaled six billion views on TikTok, Boutiba says.
Vichy works hard to adapt its messaging and positioning for different markets, and will develop products based on certain market needs. Take Vichy’s Liftactiv Collagen 16 Bonding Serum as an example, which launched in January, the anti-aging product was created based on 15 years of research with 8,900 molecules tested for the product. In Latin America (Latam), the brand has been tackling GLP-1 users. “One of the side effects we’re seeing is ‘GLP-1 face’, where people are losing collagen because of the weight loss. Studies show that our collagen serum tackles that,” says Boutiba. “That’s something that’s going to be really local to the Latin American audience and it’s very relevant in Brazil.”
The brand has been conducting studies that show the Liftactiv Collagen 16 Bonding Serum boosts collagen production in the skin by 350%. Meanwhile, the same product in Europe is focused on consumers that want to counteract signs of aging, according to Vichy, with the serum targeting 16 areas of aging including wrinkles, fine lines, skin texture, and more.
The real hard work for Vichy begins now — and the clock is ticking as they eye up the €1 billion mark. “When I arrived here, I was struck by the brand’s medical , the knowledge and clinical studies that we do,” says Boutiba.