And Repeat is right here to mix wellness and design.
The complement and accent model, based by magnificence editor Jayme Cyk and her husband and digital design entrepreneur Ben Rabb, launches Monday direct-to-consumer with its AndAgain 7-Day Tablet Case, $68, and AndFocus Complement, $38. Based on trade sources, the model is predicted to achieve $1 million in gross sales its first 12 months.
And Repeat founders and husband-and-wife duo Ben Rabb and Jayme Cyk.
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For Cyk, psychological well being has been a years’ lengthy journey slightly than a wellness buzz phrase.
“All through my total childhood and teenage years and maturity, I’ve struggled loads with my psychological well being,” she stated. Cyk first started remedy for anxiousness and melancholy 25 years in the past.
With And Repeat, Cyk needed to mix her ardour for the sweetness world — she labored as an editor at WWD and director at Violet Gray — along with her psychological well being expertise.
“I used to be targeted on the factor that was lacking for me. That was how I lived my on daily basis,” she stated. “I used to be utilizing a capsule case every day for all of the remedy and dietary supplements that I used to be taking and it was this ugly, geriatric factor… I might have a look at all my skincare merchandise and every thing that was superbly lined up and I used to be like, ‘That is the lacking hyperlink.’”
From there, Cyk and Rabb got down to create a practical, but lovely capsule case. The AndAgain 7-Day Tablet Case is BPA-free, food-safe and recyclable.
AndAgain 7-Day Tablet Case, AndAround On-the-Go Tablet Case and AndFocus Complement.
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“We needed to create one thing that you’d proudly show,” Cyk stated.
Along with the seven-day model, Cyk and Rabb additionally created the AndAround On-the-Go Tablet Case, $24. Because the model launches Monday, clients will be capable to be part of the waitlist for this travel-friendly model, which can be accessible in the summertime.
Whereas Cyk was reflecting on her personal psychological well being journey to create And Repeat, she additionally acknowledged a white house within the complement class itself, particularly round focus. After weaning off ADD remedy, Cyk’s psychiatrist really helpful she strive an ingredient known as L-tyrosine.
“It was utterly game-changing,” Cyk stated. This expertise in the end led to the formulation of the model’s AndFocus Complement, which is available in a capsule format and solely options two lively substances.
“We created our personal model with a plant based mostly formulator including each L-tyrosine and Bacopa extract. [L-tyorisine] helps to spice up your dopamine and helps with focus after which the Bacopa extract was that will help you keep presence,” stated Cyk.
Just lately, mind well being, each by way of psychological well being and focus, has been a trending matter. The hashtag #BrainHealth on TikTok has greater than 559 million views.
As Cyk labored along with her psychiatrist to seek out the correct complement routine, she and Rabb knew the model wanted an analogous medical backing with a well being council, which incorporates Dr. Patti Kim, a naturopathic physician and licensed acupuncturist; Dr. Hemalee Patel, a physician of osteopathic medication; and Annie Armstrong Miyao, a licensed marriage and household therapist.
“They’re there to do two issues: to assist inform future merchandise, so speaking to them about substances, what they’re seeing in the marketplace after which additionally to supply instructional editorial content material,” Cyk stated.
In 2021, once they had been first growing the model, Cyk and Rabb additionally launched a complementary editorial platform, the place they interview individuals at house about their psychological well being. They’ve created content material with a slew of executives within the magnificence and wellness house like Dianna Cohen, founding father of Crown Affair, and Chris Ball, CEO of Ball Household Farms.
“With constructing this neighborhood, we’ve undoubtedly introduced collectively lots of people and it’s necessary for us to have individuals share their very own experiences,” Cyk stated.
Rabb added: “Due to each of our backgrounds, we’re capable of do loads in-house: content material creation to in particular person from panels to occasions… We have now loads of hats to put on, however we’re carrying them. An enormous piece of getting the phrase out is driving content material throughout all completely different platforms however having or not it’s anchored in psychological well being.”
Whereas the duo have talked to an array of individuals about their psychological well being for the editorial platform, the model’s mission is to increase the dialog much more.
“We needed to try to make this as unisex as potential,” Cyk stated. “We need to make it possible for everybody can lean into this. We do see this undoubtedly extra of a Gen Z and Millennial play by way of core buyer.”
Whereas the model launches Monday, the duo stated there’s extra within the works, particularly centered round psychological well being. “We undoubtedly are nonetheless taking a look at ingestibles and have a format that we’re seeking to create…[and] additionally constructing on merchandise that assist your psychological well being general,” Cyk stated.