Dose and Co – Success Case Study

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Dose & Co offers a collagen and protein powder and has grown in popularity as it is tapping into the growing Health & Wellness mega-trend. The brand has successfully managed to target young consumers with time constraints by developing collagen products in a convenient format that can be added to any drink. Dose & Co has gained more credibility with Khloe Kardashian as its new spokesperson. The “Dose and Co – Success Case Study” is part of GlobalData’s successes and failures research. It examines the reasons underpinning success and key learnings.

Dose & Co came about as the result of many years working in nutrition, and a desire to create a range of products that promotes inner beauty and wellness while still being kind to the planet. Using natural ingredients and claiming to be gluten-free, the product has captivated the target audience. Dose & Co provides an unflavored powder that can be easily added to the daily routine as a self-care step. The brand explains the product benefits on its social media channels to increase awareness about the importance of taking collagen in the mid-20s.

What are some of the key strategies implemented by Dose & Co?

Dose & Co wanted to reduce its environmental impact and choosing 100% plastic-free packaging was a good stratagem for a brand committed to creating a better future. The product comes in a lightweight can that is easy to open with tamper-proof packaging to protect the content.

The brand has focused its marketing strategy on young women aged between 25-34 years old. Once the body hits the mid-20s, it starts losing strength and thickness. This is when the brand recommends taking a daily dose of collagen. To cater to those consumers who seek to improve their health and do prefer natural ingredients, Dose & Co has not included preservatives, artificial colors, sweeteners, and non-GMO.

Dose & Co has invested in a digital marketing strategy to create a highly engaged social community on social media networks. The brand keeps its social media channels up to date as the digital marketing and customer service team reply all the customer queries and pays attention to any suggestion. This creates a sense of proximity and trust amongst consumers.

What are the key take-outs of the Dose & Co success case study?

The brand has entered the collagen market by offering a product that is affordable and teaches a wellness habit that any woman can add to their daily routine. Companies should bear in mind the financial constraints that consumers are experiencing as a result of the COVID-19 when fixing a price. In addition, to tap into the trend of health and wellness, brands could utilize wellness tips and results achieved using the product to boost interest from consumers.

Dose & Co has also defined its brand values and explained how the product range can enhance wellbeing and improve the health inside out. The founder has been authentic when sharing her story about post-pregnancy and all the artificial ingredients included in collagen powders. She has developed the brand personality by sharing her wellbeing and beauty tips on her social media account.

To know more about Dose & Co and their strategies for success, download a free report sample


  • Dose & Co adapt to consumers’ preferences by using natural ingredients, along with ‘non-GMO’ and ‘gluten-free’ claims.
  • Dose & Co started as a direct-to-consumer brand and after two years arrived in-store due to the omnichannel experience being more attractive to consumers.
  • Adapting the product range to consumers’ demands has accelerated its growth.

Reasons to Buy

  • Use GlobalData’s selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.
  • Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is impacting the industry.
  • Gain a broader appreciation of the personal care sector by gaining insights from a brand that achieved international expansion.

Holland & Barret

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