Wearable patches: How Barrière is trying to disrupt the supplement industry

LivestreamMenuMake ItselectUSAINTLLivestreamSearch quotes, news & videosLivestreamWatchlistSIGN INCreate free accountMarketsBusinessInvestingTechPoliticsVideoWatchlistInvesting ClubPROLivestreamMenu The supplement industry has seen booming demand over the past few years as consumers increasingly focus on health and wellness. Along with that, wearable patches have become more mainstream, with brands like The What Supp Co and The Good Patch marketing products that they say deliver the same results as oral vitamins without having to swallow pills. One company, Barrière, says it's bringing something new to the table. It currently has an offering of patches that offer consumers help on everything ranging from sleep to energy boosts to immune support. CEO and co-founder Cleo Davis-Urman told CNBC exclusively that the company is projecting to double its 2025 revenue to reach $10 million in 2026, with a current valuation of $19 million. Davis-Urman also told CNBC that Barrière is also launching into 1,700 Walmart stores with its two newest offerings, including a motion sickness patch and what the company said is the first-ever lactose intolerance patch on the market. Barrière has grown from having a presence in just over 600 stores in the second quarter of 2025 to being available in more than 6,000 stores in the second quarter of 2026, according to the company. Its products are sold in major retailers including Target, Ulta and Urban Outfitters. Yet even as wearable patches become more available, the market remains largely unregulated by the Food and Drug Administration in the United States. Barrière's products are not FDA-approved. The agency oversees supplements according to the Dietary Supplement Health and Education Act of 1994, which classifies the products as food rather than as drugs and largely allows the marketing to be left up to the companies. Davis-Urman said Barrière chose to manufacture its products in the U.K., where the FDA-equivalent agency upholds the "strictest regulations possible." "Transparency is key, education is key and, in some ways, being made in the U.K. does signal to a discerning wellness customer that there are more measures put into place to protect their health and wellness," Davis-Urman said. The CEO said she founded the company after her doctor recommended that she start wearing patches to address serious vitamin deficiencies because her oral supplements were not working — but she soon realized the patches her doctor prescribed were bulky, medical and uncomfortable. "People know that they need supplements. They have good intentions about starting a routine, but the drop-off is so significant," Davis-Urman said. "So we're trying to solve the biological and tackle those efficacy and absorption issues, but we're also trying to make it more fun and enjoyable and convenient and comfortable, so that people are actually sticking to their routines." The transdermal stickers, created with ultrasmall vitamin particles, use body heat to deliver ingredients directly into the bloodstream, working for up to 12 hours at a time, Davis-Urman said. Barrière's stickers retail in the range of roughly $13 to $18 for monthly packs. In 2025, it saw wholesale monthly dollar volume jump over 3,000%, according to the company. The supplement market is a highly saturated, $60 billion market with more than 100,000 products, according to the Food and Drug Administration. The vitamins and supplement segment is expected to grow 11% by 2027, according to data from consulting firm AlixPartners. The vitamin category as a whole saw dollar sales jump from roughly $14 billion in 2021 to over $17 billion in 2025, according to Chicago-based market research firm Circana. Between 2024 and 2025, unit sales of vitamins increased nearly 5%. That expansion comes alongside an overall growing interest in health and wellness, driven by younger generations. Supplement company Thorne has said Generation Z is one of its biggest customers as the population focuses not just on preventative care, but also on restorative care. That's largely because the generation is attracted to the marketing and convenience of supplements, and by extension, patches, according to Mahtab Jafari, a professor of pharmaceutical sciences at the University of California, Irvine. "I always say that marketing is usually way ahead of science, so marketing is a key factor," Jafari told CNBC. "And when it comes to patches, when you see or hear that you can just wear your vitamins, you don't even need to take it, … it's a convenience issue." Still, Davis-Urman said Barrière's key audience spans ages 25 to 65, seeing demand and interest across multiple generations, which she said initially surprised her because she expected Gen Z to be its biggest customer. Barrière's distinguishing factor is its marketing, according to Davis-Urman, who has a background in fashion. She said she wanted to create a product that was simple, stylish and easy to we

Wearable patches: How Barrière is trying to disrupt the supplement industry

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