In a recent interview with Vogue Business, Primož Artač, CEO of TOSLA, shared his perspective on the forces changing the supplement industry and the growing role of liquid delivery formats in modern wellness routines.
As consumer expectations evolve beyond traditional pills and powders, brands face new challenges in developing products that are not only effective, but also enjoyable and convenient to use. As Artač notes in the article, success increasingly depends on balancing several factors at once:
“A product can be clinically interesting and still fail commercially because it tastes terrible. It can taste wonderful but have no credible scientific foundation. It can have both, yet still fail because the routine is too complicated. We therefore develop all three dimensions together.”
The article explores the relationship between science, consumer experience and commercial success, highlighting why categories such as beauty-from-within and functional wellness are driving demand for new supplement formats. Challenging the notion that efficacy and enjoyment must be mutually exclusive, Artač comments:
“The industry likes to place science and pleasure on opposite sides of the table. We do not.”
Among the topics discussed are the importance of palatability, clinical validation, habit formation, innovation in product development, and the opportunities emerging as wellness becomes increasingly integrated into everyday lifestyles.
“I do not want people to say we followed the growth of liquid supplements. I want them to recognize that we helped define the category.” – Primož Artač
Read the full Vogue Business Article