Women have constant shifts in their hormones which have led brands to create supplements that cater to these needs. Brands are making supplements based on age, activity level, and DNA. This approach aims to fill gaps within supplements that are on the shelves. The fact that there is no longer a one-size-fits-all approach to women's vitamins is a huge step towards accommodating women's needs. These new supplements have allowed women to feel more energized and confident throughout their lives. It will only continue to advance more to cater to more women.

I asked our PR and growth experts: How should brands pick influencers to promote their supplements? How can brands leverage trends to promote their supplements?

Here are the experts' insights.

• Clearly define the claims that can be made
• Work with medical micro-creators
• Women follow recommendations from people who feel like them
• Brands should prioritize genuine compatibility over follower count
• It's about the influence in guiding informed decisions
• Messages need to be intentional and sincere

Clearly define the claims that can be made

Emily Reynolds-Bergh, Owner at R Public Relations

"When promoting health products, brands need to be very careful about who they work with and the claims that are made. Brands should carefully vet influencers and should consider working with individuals with backgrounds in healthcare, because they’ll better understand the industry’s red tape. Brands should also be sure to use clearly defined contracts that include acceptable and unacceptable verbiage for the influencer. In terms of trends, brands should focus on trending audio or editing styles while keeping content relevant to the supplement being sold."

Work with medical micro-creators

Leah Miller, Marketing Strategist at Versys Media

"I’d suggest starting with micro-influencers or medical micro-creators who already speak to very niche female audiences. For example, we helped a health brand work with a group of wellness influencers who regularly posted about PCOS, fertility, and perimenopause. They weren’t celebrities, but their engagement was incredibly high because the content was so relatable and informed by lived experience. That trust goes a lot further than a big follower count.

It’s also important to choose influencers who can actually speak to the product's benefits without needing to sound like experts. This is especially true in women’s health, where we’ve seen follower trust erode when posts feel overly clinical or rehearsed. A good balance of personality and credibility is what really lands.

The best approach is to enter trending conversations naturally instead of chasing them. If there’s a spike in chatter about hormone balancing or cycle syncing, a smart supplement brand might create short-form educational content or duets with creators already discussing those topics. But it should always start from the brand’s core messaging.

One thing that’s worked well for our clients is aligning with life-stage moments women already post about: postpartum recovery, turning 40, starting strength training. If your brand has a formula designed for one of those transitions, that’s your anchor into the trend story. Instead of pushing a product, you’re showing up with relevance and timing."

Women follow recommendations from people who feel like them

Martin Lucas, Founder at Gap in the Matrix

"When it comes to women’s supplements, trust is the new currency. Health, confidence, and hormonal wellness are intimate spaces and consumers don’t just buy supplements; they buy belief. The decision process is emotional first, rational second. Women are more likely to follow recommendations from people who feel like them, not distant celebrities or polished macro-influencers.

That’s why the micro-influencer economy, creators with 5K–50K highly engaged followers, has become the heart of growth. Their authenticity builds felt trust; their audiences see them as a friend giving advice, not a brand running an ad.

For supplement brands, the goal isn’t to “go viral” — it’s to build credibility molecule by molecule.

This means selecting influencers who:

• Embodied the customer journey (e.g., hormonal balance, energy, confidence).

• Speak with vulnerability rather than authority.

• Share transformation stories that match your brand’s core promise.

Instead of paying for a post, build shared narratives, an ongoing conversation around women’s wellness. Feature their own supplement routines, small victories, and progress updates. That’s how influence compounds.

Trends in wellness (cycle syncing, personalized nutrition, DNA-based vitamins) shouldn’t just be mirrored. They should be contextualized.

Use micro-influencers to interpret trends for their audience:

“I tried this supplement personalized to my DNA, and here’s how it actually changed my energy over a month.”

That storytelling, grounded in lived experience, turns momentary hype into long-term loyalty. The brands that will win the future of women’s wellness are the ones who treat trust as infrastructure, not a campaign."

Brands should prioritize genuine compatibility over follower count

Katie Jones, Owner at Squirrel A Store of Buried Treasure

"Sting In The Tail and Squirrel are not the first retail businesses I have been involved with in over two decades, and through experience I have learned that customers want nothing more than honesty and integrity. In the sales of a product which is supposed to build up health, this confidence is an absolute necessity to be able to succeed.

The brands should no longer be guided by the number of followers an influencer has, but seek a genuine compatibility with the product and its benefits. Women health supplements cater for specific periods and necessities and the brand should work with people who are living the same life or who have a real qualification. You will require micro influencers or professionals in the industry such as a certified nutritionist or a health coach with regard to recovery to take your message across.

This type of real-life professional voice gives the professional authority and personal dimension that will make a difference in the saturated market.... Whenever the new supplemental product is developed that will help with the hormonal changes in the peri-menopause, it is of inestimable value to associate with a qualified nurse practitioner in women’s health who has a high reputation instead of a general fitness model. The followers of this professional will automatically accept the recommendation since the initiative rests with an individual they trust and is knowledgeable."

It's about the influence in guiding informed decisions

Vaibhav Kakkar, CEO at Digital Web Solutions

"Influencer partnerships should feel like collaboration rather than simple promotion. For women’s supplements should focus on influencers who inspire healthy change through their real-life experiences. Influencers who share honest progress stories connect deeply with women who face similar health challenges. Brands should review their potential partners for online tone, authenticity and content variety.

Check if they are clear and honest about what works for them. This kind of transparency builds trust and encourages belief in the brand. It is not about the size of their following but the influence they have in guiding informed decisions. When influencers share their personal truths the brand earns long-term trust and emotional loyalty. This approach ensures that women of different ages feel understood and supported in their health journey."

Messages need to be intentional and sincere

Sahil Kakkar, CEO & Founder at RankWatch

"Trends are conversation starters and not marketing shortcuts. We see them as opportunities to show empathy. For example, when the wellness from within trend grew connecting it to how supplements improve inner strength and confidence. By aligning trends with real benefits audiences understand the purpose behind the message. This approach helps brands communicate value instead of simply chasing popularity.

When messages are intentional and sincere they create a stronger connection with women. Brands should focus on what women talk about on social media and use these insights to shape campaigns. Tailoring content to real conversations allows supplements to feel relevant and helpful. This strategy drives genuine engagement and builds trust rather than producing short-term attention."

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