Khloé Kardashian Invests in Collagen Brand Dose & Co.
Khloé Kardashian enters the collagen business.
Good American's founder invested in Dose & Co., a New Zealand-based company that sells a variety of collagen products across New Zealand and Australia. Kardashian joins the company as spokesperson and partner. The terms of their investment were not disclosed.
Speaking to Beauty Inc over the phone, Kardashian said she was becoming increasingly aware of the ingredients in the health and wellness products she used after giving birth to her daughter True two years ago.
"When you are pregnant, you think about how you can make the world a better place or yourself, or you focus on the future and what you are going to leave for your child - at least that's what happened to me and my sisters," said Kardashian said. “My sister Kourtney is a big advocate of health and wellness. I have to admit, before I got pregnant I was naive about a lot of things. When I got pregnant I wanted to find ways to improve. I was obsessed with this whole collagen situation. "
Steven Fernandez, Dose & Co.'s global content creative director, said the decision to partner with Kardashian reflected their commitment to "product development, content creation and marketing decisions."
"Khloé and the entire Kardashian family have an unprecedented ability to build brands," said Fernandez. "The most important consideration for us from a business perspective was to structure it to reflect their passion for the vision and the brand."
Kardashian said she was “intrigued” by the plastic-free packaging of Can & Co. and the amount of beef collagen - 10 grams per serving - in its collagen protein powder.
"I loved how quickly I saw results in my hair, skin, and nails, and how I felt," said Kardashian. “I reached out to the company to discuss a few business matters, and I really bonded with the co-founders. A relationship was established. I wanted to deal with them more. "
Dose & Co. co-founder Libby Matthews said when she founded the company with her brother in 2018, she intended that their formulas contain higher amounts of collagen than competitor brands.
Dose & Co. not only takes over investments from Kardashian, but also expands into the USA. The company will mass-market on October 13th, launching at retailers like Target, GNC, Wegmans and 4,500 Doors The Vitamin Shoppe. Dose & Co. will also be available directly from consumers and from Amazon.
During the COVID-19 pandemic, Dose & Co. expanded to grocery stores in New Zealand and Australia, leading to what Fernandez described as "a lot of new customer acquisitions".
"Even in these uncertain times, people value their wellbeing," he said.
When asked how she was affected by the pandemic, Kardashian said it was "hard to believe it was seven months".
"It seems like March was just yesterday," she said. “They have achieved great success for my established companies like Good American. It is really difficult to figure out what to do with your employees. People get cut wages, some people get fired. We have done everything in our power to prevent this from happening and to find ways to prevent it.
"We have about 80 people for Good American," she continued. "Nobody knows what will happen or when it will turn around. It was successful for Dose & Co. in New Zealand and they managed the pandemic there incredibly well. For Dose & Co., we have a better result than most people I am very grateful. "
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