PHASE 1.5 · VISUAL SCRAPBOOK

Women 35+ Gummy · Brand Atlas

Hero product shots + winning ad creative + clone-ready hook copy across 11 mid-to-mega-tier women-targeted brands. Click any brand's domain to view the source.

01Multi · Daily Women's Wellness3 brands · est. $10M+/mo combined

The portfolio-anchor brands. MaryRuth ships 269 SKUs to women's-Amazon, Grüns owns the daily-snack-pack format at $79.99, Yummygums runs sugar-free vegan with cute branding across NL/EU.

MaryRuth Organics

US · DTC + Amazon Multi

Liquid Morning Multivitamin · Liquid Multi + Hair Growth (Lustriva®) · Liquid Nighttime Multimineral · 269 SKUs

LIQUID MORNING MULTI

+ HAIR GROWTH (LUSTRIVA®)

NIGHTTIME MULTIMINERAL

REV/MO$8–12M est ADS341 active PRICE$42–74 VEGANYes

"The viral vitamin for hair growth. Grow thicker, fuller hair in as little as 3 weeks · reduce fine lines in 12 weeks." Lustriva® inside.

View product → 262K page likes · Amazon-dominant

Grüns

US · CA · DE · GB · AU Multi · Vegan

Daily snack-pack vegan multivitamin · 21 vitamins + minerals · adult + kids SKU

ADULT · $79.99

KIDS · $66.99

META AD POSTER

REV/MO$2.19M AOV$87.49 VISITS/MO1.24M

"Daily Nutrition, Simplified. From vitamin A to zinc — all in one grab-and-go snack pack of gummies. Plant-based. Vegan. No artificial colours."

gruns.co → Snack-pack format = AOV anchor · 22 SKUs

Yummygums

NL · 16 countries Multi · Hair · Pregnancy

Omega-3 Vegan · Kids Multi · Hair · Mommy Multi (pregnancy) · 71 published SKUs

OMEGA-3 VEGAN

KIDS MULTI

HAIR GUMMIES

REV/MO€313K ADS18 PRICE€19.95–24.95 VEGANSugar-free

"Met Yummygums wordt gezond leven iets om naar uit te kijken." (Living healthy becomes something to look forward to.) Cute-pop visual + 9.1 review score.

yummygums.com → NL+BE 70%+ traffic · sells via Etos retail

02Hair Growth · Postpartum2 brands · GLP-1 hair-loss is the hot angle

Hair-loss is the #1 unspoken side-effect of Ozempic / Mounjaro / Wegovy. The brand that owns this lane wins women 35-55 — Balmbare burns €15K on a single ad with the 22-yr-nurse-on-Mounjaro story.

Bears with Benefits

US · DE (parent) Hair · Skin · Gut

Ah-mazing Hair · Trust Your Gut · German hero brand · 50K+ reviews · 60+ SKU portfolio

AH-MAZING HAIR · $29.95

TRUST YOUR GUT

HAIR GROWTH AD

PRICE$29.95–59.95 FORMATVegan biotin GUARANTEE100-day risk-free

"Hair growth that feels like magic. Vegan biotin gummies for stronger hair, glowing skin & healthier nails. Loved by thousands."

bears-with-benefits.us → Cute gummy-bear visual moat · brand-name = product format

Baby Blues

US Postpartum Hair

Postpartum Hair Loss Vitamins · Apple Cider Vinegar Gummies · Daily Multi for Women · niche-mom positioning

POSTPARTUM HAIR · $33

ACV GUMMIES

DAILY MULTI · WOMEN

REV/YR$488K PRICE$31.59 AOV NICHENew moms

"For the months after baby." Mom-targeted brand voice. Postpartum hair-loss is the hero entry product — funnel to ACV + Daily Multi.

babyblues.care → 17.8K monthly visits · clear mom funnel

03Stress · Focus · "Mom Burnout"1 brand atlased · GIMMY (saffron + focus)

Naali burns €20K+/30d in EU on the saffron-mom-burnout hook ("T'es pas une mauvaise mère"). In our visual scrape we have GIMMY, the Dutch premium-positioned cousin selling Focus / Deep Sleep / No Stress at €48.

GIMMY (Vitamins NL)

NL · DE Focus · Sleep · Stress

GIMMY Focus · GIMMY Deep Sleep · GIMMY No Stress · premium €48 line for working women

FOCUS

DEEP SLEEP

NO STRESS

REV/MO€212K AOV€56.10 PRICE€48

Working-woman triad: Focus / Sleep / No Stress as a portfolio. Same visual identity (vertical bottle, accent color per pain). Cross-sell mechanic.

gimmyvitamins.com → Premium-tier €48 · 19.7K monthly visits

04Sleep · Melatonin-Free1 brand atlased

Anti-melatonin is the moat. "Wake up human, not zombie" is the proven hook. Magnesium glycinate + L-Theanine + Valerian is the canonical stack.

TryVivah · LullaBites

CA · EU Sleep

LullaBites Melatonin-Free Sleep Gummies · Total Blackout Sleep Mask · Noise Reduction Ear Plugs (sleep stack)

LULLABITES · $37.95

SLEEP MASK · $10.95

EAR PLUGS · $14.95

REV/MO$34K CAD ADS12 TOP AD€331 VEGANSugar-free

"Fall Asleep Fast. Wake Up Human. Stop ruining your mornings with melatonin. Magnesium Glycinate + L-Theanine, fall asleep in <20min."

tryvivah.com → Bundle = sleep stack (gummy + mask + plugs) · AOV multiplier

05Weight · ACV · Detox2 brands · Goli is the category-creator

ACV gummy was Goli's category invention. Now declining — but the format + pricing benchmark holds. MilaMiamor proves the women-targeted gut-cleanse niche is a $944K/mo market.

Goli ACV

US · Global ACV · Multi

Apple Cider Vinegar Gummies — the OG · category-creator status · pricing benchmark for the entire gummy supplement space

1 BOTTLE · $25

ACV ALT 1

ACV ALT 2

REV/MO$193K VISITS/MO448K PRICE$25 STATUSDeclining

Category-creator now in decline. Use as PRICING BENCHMARK — $25 entry point for ACV gummies is industry-set. Don't compete on price; compete on positioning.

goli.com → Trust-Pilot rating · 4 · cratering since 2024

MilaMiamor

US Gut · Cleanse · Weight

15 Day Cleanse · Therma Shed Fat Burner · Cleanse Energize Burn (3-product stack) · capsule format but template-relevant

15 DAY CLEANSE · $17.99

THERMA SHED

CLEANSE STACK

REV/MO$944K AOV$34.70 VISITS/MO11.7K

"Senna + Cascara Sagrada + Psyllium Husk." Hardcore gut-detox positioning. Capsule format proves the bundle math but women want this in gummy form (open whitespace).

milamiamor.com → $944K/mo on 11.7K visits = killer conversion

06Beauty · Collagen1 brand atlased (Lashilé)

Eclatant Beauty (covered in market-map) does €8.5K on a single bundle-collagen ad. Lashilé is the French sister-brand doing Good Burn fat-burn + Good Hair beauty gummies under one umbrella.

Lashilé Beauty

FR · EU Beauty · Hair · Weight

Good Burn (fat-burn brûle-graisse) · Good Hair · Good Skin · compose-your-own pack format

COMPOSE YOUR PACK

PRICE€24.90 / gummy ADS274 TOP AD€472

"Good Burn brûle-graisse — 1 mois. Pissenlit + Moringa + Cola + Zinc. Cherry flavour. Vegan + sans sucres. 2 gummies par jour."

lashilebeauty.com → French women's hero · compose-your-pack mechanic

07Pattern recognition · what every winning brand doesdecode for Phase 3

Looking across the 11 brands above, five patterns repeat in nearly every winning ad creative we've catalogued:

① Bottle-on-flat hero shot

Visual motif

Single product · pure white or pure flat-color background · soft shadow · ingredient call-out badges floating

Used by: GIMMY · Yummygums · Baby Blues · Goli · Bears · MaryRuth. Universal grammar of women's-supplement DTC.

② Multi-bottle product family

Visual motif

Same visual identity across 3-5 SKUs · color-coded per pain-point · cross-sell anchor · AOV multiplier

MaryRuth has 269 SKUs in one visual system. Novomins has 60+. The DTC women's brand wins by being a portfolio.

③ Specific dose claim

Copy motif

"30mg saffron" · "5000mcg biotin" · "1 billion CFU" · "6,000mg collagen" · "Lustriva® 40x bioavailable"

Every winning ad anchors on ONE specific clinical-dose number. Vague = ignored. Specific = trusted.

④ Long-form personal-story ads

Copy motif

"My daughter's been telling me to write this…" · 1,500–2,000 word advertorials · 22-year-nurse-on-Mounjaro template

Balmbare · Ankhway · Naali · NudeHealth · LookHoudini · ALL run 1500+ word ads. The format is the moat.

08Complete mood board49 images · click to enlarge

All catalogued imagery as a single grid. Use this when briefing creative.

MaryRuth · Morning Multi

MaryRuth · +Hair

MaryRuth · Nighttime

Grüns · Adult

Grüns · Kids

Yummygums · Omega-3

Yummygums · Kids Multi

Yummygums · Hair

Bears · Gift Card

Bears · Hair

Bears · Gut

Bears · Ad #1

Bears · Ad #2

Bears · Ad #3

Baby Blues · PP Hair

Baby Blues · ACV

Baby Blues · Daily

GIMMY · Focus

GIMMY · Deep Sleep

GIMMY · No Stress

Goli · ACV

Goli · ACV alt

Goli · ACV alt

Goli · Ad

Goli · Ad

Goli · Ad

TryVivah · Mask

TryVivah · Plugs

TryVivah · LullaBites

TryVivah · Ad

TryVivah · Ad

TryVivah · Ad

MilaMiamor · Cleanse

MilaMiamor · Therma

MilaMiamor · Stack

Lashilé · Pack

Grüns · Ad

Grüns · Ad

Grüns · Ad

09What this unlocks for Phase 2 + 3scrapbook → ICP → agent briefs