The supplement industry has seen growing demand over the past few years as consumers become more focused on health and wellness.
Along with that, wearable patches are becoming more popular, with brands like What Supp Co and The Good Patch marketing products that claim to deliver the same results as oral vitamins without swallowing pills.
Another company, Barrière, says it’s bringing something new to the table. It currently has an offering of patches that offer consumers help with everything from sleep to energy enhancement to immune support.
CEO and co-founder Cleo Davis-Urman told CNBC exclusively that the company plans to double its 2025 revenue to reach $10 million by 2026, with a current value of $19 million. Davis-Urman also told CNBC that Barrière also presented at 1,700 Walmart stores with its two new offerings, including a motion sickness piece and what the company says is the first lactose intolerance piece on the market.
Barrière grew from a presence in more than 600 stores in the second quarter of 2025 to more than 6,000 stores in the second quarter of 2026, according to the company. Its products are sold in supermarkets including The target, Ulta again Urban Outfitters.
Barriere vitamin patch patches.
CNBC
However, as wearable patches become more widely available, the market remains unregulated by the Food and Drug Administration in the United States.
Barrière’s products are not FDA approved. The agency oversees supplements under the Dietary Supplement Health and Education Act of 1994, which classifies products as food rather than drugs and largely allows marketing to be left to companies.
Davis-Urman said Barrière chose to make his products in the UK, where an agency like the FDA maintains “the strictest regulations possible.”
“Transparency is important, education is important and, in a way, being made in the UK shows the customer that they are aware that there are alternatives in place to protect their health and well-being,” Davis-Urman said.
The CEO said he founded the company after his doctor recommended he start wearing patches to deal with a vitamin deficiency because his oral supplements weren’t working – but he soon realized the patches the doctor prescribed were bulky, medical and uncomfortable.
“People know they need supplements. They have good intentions when starting a program, but the downside is very important,” Davis-Urman said. “So we’re trying to solve the biology and deal with those problems of efficiency and absorption, but we’re also trying to make it fun and enjoyable and easy and comfortable, so people stick to their routine.”
The transdermal patches, made of very small vitamin particles, use body heat to deliver the ingredients directly into the bloodstream, working for up to 12 hours at a time, Davis-Urman said.
Barrière’s stickers retail for about $13 to $18 for monthly packs. By 2025, it has seen monthly dollar value jump more than 3,000%, according to the company.
Wearing your vitamins
Barrier vitamin patches.
CNBC
The supplement market is a very crowded, $60 billion market with more than 100,000 products, according to the Food and Drug Administration. The vitamin and supplement segment is expected to grow 11% by 2027, according to data from communications firm AlixPartners.
The overall vitamin category saw sales dollars jump from $14 billion in 2021 to more than $17 billion in 2025, according to Chicago-based market research firm Circana. Between 2024 and 2025, unit sales of vitamins increased by approximately 5%.
That increase comes alongside a growing interest in health and wellness, driven by younger generations. Supplement company Thorne said Generation Z is one of its biggest customers as the population focuses not only on preventive care, but also on rehabilitative care.
That’s because a generation is attracted to the marketing and convenience of supplements, and by extension, supplements, according to Mahtab Jafari, a professor of pharmaceutical sciences at the University of California, Irvine.
“I always say that marketing often trumps science, so marketing is an important factor,” Jafari told CNBC. “And when it comes to clubs, if you see or hear that you can just wear your vitamins, you don’t even need to take them, … it’s a simple matter.”
Still, Davis-Urman said Barrière’s core audience is 25 to 65-year-olds, seeing demand and interest across generations, which he said initially surprised him because he expected Gen Z to be his biggest customer.
Barrière’s distinguishing feature is its marketing, according to Davis-Urman, who has a background in fashion.
He said he wanted to create a simple, stylish and easy-to-wear product for people looking for vitamin support. Each pack is customized based on the type of vitamin, with designs such as flowers or jewels.
In a way, Davis-Urman said Barrière’s customers became part of its sales strategy because the flyers created conversations just by being seen, reaching consumers the company might not have targeted.
“It doesn’t disappear in a sea of homogeneity like most clinical science lab solutions in the additive space,” he said.
Something old and new
Barrier vitamin patch.
CNBC
The market is used to seeing patches to help with nicotine relief and hormone regulation, but Davis-Urman said her stickers take it one step further with their style and ingredients.
Barrière’s first lactose intolerance product launches at Walmart and promises the same results as Lactaid products. Consumers can decide to use it on the go, Davis-Urman said, and it has added benefits like reducing bloating and discomfort.
Davis-Urman said the Walmart partnership came about through cold email. He said he is reaching out because the store has the largest and fastest growing digestive health channel in the country, which means it will be an attractive place to start with Barrière’s lactose patch.
It’s a different strategy than its products sold at Target, Davis-Urman said, where the customer is more focused on skin care and beauty.
“The things that we know work for that customer, what that customer wants is how we differentiate so that we don’t spend too much and we don’t reduce our product,” he said. “Finding the right partner for the right product is very important.”
Barrière’s motion sickness piece, while not the first on the market, is part of Walmart’s launch.
The new patches are riding on the coattails of other brands’ successes, Davis-Urman said. The company has gathered positive feedback from its customers, some of whom said Barrière was the first vitamin program they were able to stick with and see results.
Still, he added that “every body is different” and Barrière stresses that education is important.
“The goal is for this product to be category defining and not only disrupt the vitamin space, but also the medicine cabinet,” Davis-Urman said.
