"At Sephora, the collagen lineup will include Crushed Tonic, which makes individual servings of collagen, biotin, probiotics and superfoods in portable stick form. A 30-day supply costs $115. The brand was soft launched by Sally Kim in fall 2017 — Sephora is its first retailer. Crushed Tonic also sells online, where shoppers can sign up for a subscription program in exchange for a small discount on products.
“It will bring credibility to it,” Kim said, of Sephora’s collagen push. “For ingestible skin care, a lot of it is trying to get people to believe that it works. When you say, ‘collagen,’ for fillers or creams, people are like, ‘yes, I’m on board, that stuff works,’ but when it comes to drinking it, which is the most vital…people need a lot of coaching and research.”