The two innovations expand the startup’s product line to seven, indicating the depth of consideration that goes into each piece of NPD for the five-year-young brand.
Launched this month, each serving of GLPure+ powder contains 5,000 mg of Nextida GC, a patented collagen peptide from Rousselot clinically backed to stimulate the body’s natural GLP-1 hormone response and reduce post-meal glucose spikes by up to 43%.
The hero ingredient is paired with a metabolism supporting formulation including chromium for macronutrient metabolism and blood glucose control, vitamin C to support reduced fatigue and natural collagen formation and zinc, which is linked to carbohydrate metabolism and overall metabolic function.
Jennifer Mo, founder of Pura Collagen, said her interest in developing a product specifically addressing the GLP-1 trend responded to both customer feedback and newly published research.
“There was a tsunami wave of these GLP-1 medications last year and whenever I see a medication in high demand, I tend to think about whether there’s a non-pharmaceutical alternative with clinical backing,” she told NutraIngredients.
“We started to receive a lot of questions around beauty concerns with taking GLP-1 medication, with users worried about skin integrity and the ‘Ozempic face’ effect, as well as overall muscle tissue concerns,” she said. “Customers asked if collagen could be a good accompaniment to the medications, to which we always say to take the product to their GP to discuss with them because our ingredients are clearly stated on pack.”
During this ‘tsunami’, Mo became aware of preclinical and human data indicating that Nextida GC activates intestinal L- and K-cells, stimulating incretin hormones such as GLP-1 and GIP, which play a key role in glucose regulation and appetite control.
“I started to see more and more credible evidence around the impact of certain peptides on the gut and its ability to stimulate certain hormones, and I decided it was time to really look into this benefit,” she added.
Digest development
Tapping into the digestive health market, projected to double in value from $51.7 billion in 2023 to $106.47 billion by 2032, the company also launched Pura Digest as a solution to bloating, irregularity and digestive discomfort.
The product blends 5 grams of hydrolyzed collagen peptides which have been clinically backed to strengthen the gut lining and help combat leaky gut syndrome. These are formulated alongside 5.5 grams of Biotis GOS to support microbiota balance, enhance beneficial bacteria and promote healthy bowel, calcium to contribute to the normal function of digestive enzymes and vitamin C to support immune function and natural collagen production.
Developed in response to in-house research which showed that 44% of consumers experienced gut-related issues and 59% were actively interested in prebiotic and probiotic products (sample: 1,061 respondents), the product aims to reinforce the gut barrier and support the entire digestive tract.
Brand evolution
Bringing knowledge from an extensive career in sport nutrition, Mo co-founded Pura in 2021 with two SKUs, Glow+ and Flex+, targeting collagen’s best-known health benefits—skin, hair and nails and bone health—and these flagship products remain the brand’s best-sellers.
Since then, the line of targeted collagen powders has expanded to include: Sleep, with magnesium, l-tryptophan and zinc, hormone-focused Balance, with ashwagandha, magnesium, soy isoflavones, sage leaf extract, red beet, maca and vitamins, and immunity-focused Protect, with ginger root extract and vitamins.
Currently available in the UK, Benelux and Dubai, with a Switzerland expansion planned for March 2026, the brand ensures its namesake remains a key unique selling proposition.
“For Pura, the raw ingredient started out as powder, and moving beyond that format means adding more ingredients and that’s not was Pura is about,” Mo said. “We keep it as close to the source ingredient as possible.”
That said, she understands the importance of customer convenience, which is why GLPure+ is delivered in individual serve sachets for portability. The brand is also set to trial on-the-go sachets across its full range in Holland & Barrett Benelux.
Mo is confident that future NPD opportunities will continue thick and fast thanks to the growing body of research into the hero ingredient.
“Collagen is here, and I don’t think it’s going to go anywhere, but I think what is going to get exciting over the next few years is the penetration of bioactive collagen peptides and people conducting research into at a library different conditions,” she said.
Startup safety net
Mo noted that the brand’s ability to innovate is largely thanks to its acquisition by healthcare solutions company Vector Consumer Ltd in Spring 2024, which scooped up her business at a point where “most of the apples fall” in this industry.
“At that time we were 85% to 90% of sales through brick-and-mortar, which meant we were on a cash cycle of 255 days, so we were under immense cash flow strain,” she said.
“Coming into the Vector brand gave us breathing space and allowed us to negotiate terms that we couldn’t even entertain as a startup. We also went from a team of three to a team of 22 with a marketing team, an e-commerce team, and that means I can focus on doing what I love—innovation and product creation.”
