Health Royals’ Ebba von Geijer: “I think supplements will start to be judged more like other categories — just as consumers are willing to invest in quality in fashion, design or cars, they are also becoming more selective about what they put in their bodies.”
Health Royals is a Swedish premium brand for women’s health, aiming to make beauty and wellbeing feel more elevated, intelligent, and easy to trust.
– We develop luxury food supplements in the worlds of nutraceuticals and nutricosmetics, with carefully selected ingredients, thoughtful dosages and a strong point of view on quality, says Ebba von Geijer, co-founder. We also design them to be beautiful enough to keep visible, because if you want a product to become part of daily life, it needs to be something you actually want close to you.
– Many women today are left to mix, compare, and evaluate individual supplements on their own. We’re creating finished formulas they can trust, rather than asking them to build their own stack ingredient by ingredient. For me, it is about bringing together scientific seriousness and aesthetic appeal — products that feel as considered in their formulation as they do in their design.
How would you describe the current state of the supplements market?
– The market is clearly growing, but it is also becoming more complex. Consumers are more informed than ever, yet often overwhelmed by choice, claims, and mixed levels of quality. That creates a real opportunity for brands that are able to simplify, curate, and explain.
– I think the future belongs to brands that are not just adding more ingredients, but are clearer about why those ingredients are there, in what dose, and for whom the formula is actually designed.
Would you wish to see more regulation to get rid of fortune-hunters?
– Yes, I would welcome clearer standards and stronger enforcement, especially around exaggerated claims and products that imply results they cannot properly support. This category needs trust in order to grow well. Serious brands benefit when the rules are clearer, and consumers benefit when it becomes easier to separate thoughtful formulation from opportunistic marketing.
What do you predict to be the next big thing in supplements?
– The next step is to talk much more seriously about women’s health, longevity, and beauty from within. Not as trends in the superficial sense, but as categories that are becoming more mature, more science-led, and more specific. Consumers are moving away from generic wellness and quick fixes. They want products that reflect how they actually live and products that take into account biology, life stage, stress, energy, skin and recovery in a more relevant way, von Geijer shares. She adds:
– I also think ingredient origin, bioavailability, branded ingredients, and clinically studied raw materials will matter even more than they do today.
– The boundary between beauty, wellness, and health is becoming much more fluid. For many women, beauty is no longer just about what they apply on the skin. It is also about sleep, stress, hormones, nutrition, hair health, energy, and how they feel in their body.
– Trust is becoming one of the strongest luxury signals. A beautiful brand is no longer enough. It also needs credibility, clarity and a real reason to belong in someone’s daily life.
– For me, premium starts there. Not in the price tag, but in the content, the responsibility and the integrity behind the product. If consumers are prepared to pay for quality in the handbag they carry, the car they drive or the materials they surround themselves with, why should they accept less when it comes to what they put in their bodies?
– In that sense, I think supplements will start to be judged more like other premium categories. Just as consumers are willing to invest in quality in fashion, design or cars, they are also becoming more selective about what they put in their bodies.
And for you, you have renovated parts of the range.
– Yes, we have refined our three core formulas, says von Geijer.
– Beauty Complete Formula is our skin-focused formula, developed to support hydration, elasticity, and skin quality from within, with a marine collagen complex, hyaluronic acid, phytoceramides, PureWay-C, biotin, and vitamin B2.
– Peak Performance Formula is my personal favourite. It is a modern multinutrient formula created to support daily energy, focus and recovery, with algal omega-3, vitamin D3, K2, B vitamins, olive polyphenols and SOD-rich melon extract.
– Hair Beautification Formula focuses on hair and is developed for women who want to support stronger, healthier-looking hair over time. It includes a millet extract with miliacin, together with nutrients such as biotin, selenium, and zinc, which contribute to the maintenance of normal hair.
– What makes them unique is not only the ingredient selection, but the level of expertise and care behind them. We work with natural active compounds from olives, melon, and algae, together with nutritionists, galenical experts and highly specialised partners, and with ingredient suppliers who prioritise traceability, quality assurance, and responsible sourcing from origin to finished product. I wanted to create products that feel less like something hidden in a cupboard, and more like something a woman genuinely wants to keep close, use daily, and trust over time.
