When environment-obsessed Kate Hudson launched InBloom in 2020, glass jars with refills were the most eco-friendly packaging she could secure for her targeted range of holistic nutritional powders, and making instant headway in direct-to-consumer (DTC) was all but a given for a celebrity with a sizeable platform—particularly a self-described “worker bee” who already had a rocking athleisure brand and a vodka lineup running.

But flash forward to 2024, and it’s a whole new ballgame. On the plus side, Hudson is over the moon about InBloom’s new “omnidegradable” pouches that disintegrate into soil-beneficial biomasses within two years. On the minus side, DTC is a much tougher slog, even for brands with star power.

“As many people in the DTC world know, it changed,” says Hudson. “The way the algorithm worked changed, the advertising changed. Retail became a much bigger focus for most brands.”

Including her own, says Hudson, who just kicked-off her foray into retail with a six-month exclusive in 400+ Whole Foods Market stores. “I am so grateful because our missions are so aligned, and it allows us to be in multiple locations across the country,” she notes. “Because of my profile, we reach so many people across the country and now our product will be easily accessible to them.”

Prior to the move into Whole Foods, Hudson and her team had not only adopted the new packaging but had also whittled the InBloom core product line to four top performers across the Beauty, Brain, and Body categories: Beauty Aura, Brain Flow, Essential Elements, and Green Protein. Each pouch, which retails for $34.99, contains 14 servings.

Products that didn’t make the cut are Dream Sleep and Immune Defense, which are currently discounted online and will be phased-out.

According to InBloom co-founder Colin Peek, the product paring applies across the board, from the website to Whole Foods to future retailers.

“This is a complete new direction while also staying true to the original vision for the brand: all-in-one nutritional solutions for your beauty, brain, and body,” says Peek. “This strategy will flow across all sales channels, from Whole Foods to DTC, and it will serve as the anchor for the next evolution of the brand’s growth.”

Beyond sharing that InBloom “is on a great growth trajectory right now” and fully expects to add more points of sale this year, Peek declined to provide fiscal and roll-out specifics. Previously, the brand disclosed that it has accrued “millions” in revenue to date and has a customer repurchase rate of 3.5 times per year. In addition, 70% of its product reviews clock in at 4+ stars.

At Whole Foods, InBloom can be found in the retail giant’s highly segmented supplements aisle. To kick-off the partnership, Hudson posted a charming two-minute video to the InBloom website, in which she “shops” for her products in the Plant Protein; Superfoods & Greens; and Hair, Skin & Nails sections of her local Whole Foods store. She also clues her online customers into the eye-catching new pouches, which were long in the making.

“It took us over two years to mass commercialize this packaging format,” notes Peek. “And we are extremely proud of its environmental care and zero-impact footprint, as well as how beautiful it looks.”

Asked if he feels the high-end nutritional supplement space has grown exponentially more competitive since InBloom planted its flag, Peek says yes, but that it’s essentially a nonissue.

“I feel that many are trying to enter the category, but few do it with genuineness and a thoughtful mission, nor do they have extensive backgrounds in nutritional supplements, health and wellness, and fitness,” he notes. “That is vital for success in this category—expert native authority—and consumers can sense the difference between those who create products with craft and those who don’t.”