The deal brings FabFitFun further into the growing beauty-from-within category, where supplements aimed at supporting skin, hair and overall wellness are drawing increasing consumer interest. According to market research firm Precedence Research, the global beauty supplements market size is predicted to increase from $4.34 billion in 2026 to approximately $8.61 billion by 2035, expanding at a CAGR of 7.92% from 2026 to 2035.
Speaking to NutraIngredients, Leo Livshetz, senior vice president of marketing at FabFitFun, characterized the acquisition as a “natural next step” for the company that seamlessly aligns with consumers’ “increasing interest in solutions that support beauty and health from the inside out.”
FabFitFun has been evolving from a seasonal subscription box into a discovery platform and brand incubator, using its membership base and data insights to identify emerging product categories, and “Paya fits seamlessly into both our wellness offering and our Owned & Operated brand portfolio,” he added.
Maintaining the elements that helped Paya build consumer trust will remain a priority as FabFitFun grows, particularly the supplement brand’s focus on science-backed product offerings designed to fit easily into daily routines, Livshetz explained. Therefore, FabFitFun’s role moving forward will remain “largely behind the scenes,” he said, pointing to expanded product development resources and distribution capabilities.
Member data highlights demand for simple wellness routines
Insights from FabFitFun’s membership base helped inform the decision to move deeper into supplements, according to the company. Internal data also shows strong engagement with products that combine functional benefits with ease of use.
“We’re seeing a clear shift toward consumers looking for simple, convenient and affordable ways to support everyday health and beauty,” Livshetz noted. “Our member insights consistently show strong engagement with products that simplify self-care while still delivering functional benefits.”
FabFitFun also sees opportunities to extend the brand beyond beauty-focused supplements.
“We see strong long-term opportunity for Paya to expand into broader areas of total wellness,” Livshetz said, pointing to stress, sleep, immunity, gut health and cognition as potential areas of growth.
The company plans to invest in formulation development, research and product education as the brand evolves.
Discovery through FabFitFun’s membership platform
FabFitFun’s direct-to-consumer model will play a central role in introducing Paya products to new consumers. Products may appear in seasonal boxes, editorial content and other member-focused discovery channels.
“Discovery has always been one of FabFitFun’s biggest strengths,” Livshetz said, and the acquisition will afford Paya consumers with “immediate exposure to our highly engaged community.”
FabFitFun also plans to use first-party consumer insights to guide future growth and engagement beyond the initial trial to understand how members engage with the product and identify opportunities to deepen education and connection.
Livshetz added that the acquisition reflects FabFitFun’s broader strategy of supporting emerging brands through its operational infrastructure.
“Many emerging brands are led by small but passionate teams,” he said, noting that access to FabFitFun’s operations, supply chain and marketing capabilities can help those brands scale while reaching new consumers.
