When founder and CEO Lo Bosworth set out to create her Love Wellness line of body-positive personal care products, the focus was simple: Create best-in-class products that deliver more than what’s currently on the market, and make them specifically for women.

From eating better to sleeping more soundly, the line of chic, color-coded products has mainly been cemented in the supplement space since it set up shop—until now. As of today, the company is taking on the often hard-to-navigate world of vitamins with the launch of Daily Love, a multivitamin they say takes the traditional multivitamin to the next level by “providing extra support for immunity, managing stress, food cravings, and PMS with special ingredients and herbs handpicked by our team of doctors for women’s health.” We recently caught up with Lo to get the lowdown.

On entering the category…
Until now, we’ve been making products that focus on addressing specific need states, but with the launch of Daily Love, our complete multivitamin for women 18-plus, we now have a product that makes sense for all women to incorporate into their daily routines to support their baseline health and wellness. Ninety-five percent of women are nutrient deficient, and we made Daily Love based on a “more is more” philosophy that provides more than 25 vitamins, minerals, and more so that when you take it, you know your bases are truly covered.

We’ve seen many multivitamin companies take a “less is more” approach over the past few years, which makes for interesting minimalist marketing campaigns, but doesn’t truly support women’s health needs. Women deserve more, and at Love Wellness we always make sure we deliver, regardless of the product or product category.

On the development process…
When developing Daily Love, we were surprised to discover how many companies have developed very convincing messages about why their multivitamin is best in class, only to discover that their formulations typically lack the baseline nutritional needs of a multivitamin for women. Gummy vitamins, “food-based” vitamins, and those pretty clear vitamins you see are seriously lacking in what they actually offer from a nutritional stand-point. They are often too expensive for the number of ingredients included in their formulas, and it was so disappointing to learn that they are tricking women into believing what they make is a complete multivitamin that will work for everyone.

On wellness during the COVID era…
Everyone is uniquely focused on staying well right now. I think mental health is a very important aspect of this journey that is finally getting the attention it deserves because so many of us are suffering right now. I think in a very short period of time depression and anxiety carry fewer stigmas than before and we are willing to talk about where we are, and what we need. This experience has been humanizing and healing in that way for me personally, despite the many challenges that go along with it.