LUVV Labs in Forbes

With the countless challenges and upheavals we’ve all experienced in 2020, one positive development we’re seeing is an increased emphasis on health and wellness. 

And at a time when powerful stress relief is moving from a nice-to-have to a must-have for so many of us, health and wellness companies are stepping up with new, innovative products. 

One of these is the wellness technology company LUVV Labs , a company that has developed nutrients for consumption via vaporizers. All of their products are designed to improve emotional well-being and positively affect the body. 

The products, each in the form of a separate inhaler, have names such as “Zen”, “Wake”, “Calm” and “Thrive” and are a blend of vitamins, nutrients, herbal supplements and essential oils. 

I spoke with founder Micah Harper about how he’s developing LUVV, as well as how his brand is reimagining a concept — vaping — that has recently been associated more with nicotine and THC than health. 

Shama Hyder: Why did you decide to launch your products now? 

Micah Harper: September 9th of this year marked an important date for tobacco and vape companies: it was the deadline for the FDA to require the PTMA, or Premarket Tobacco Application, to be submitted. This consists of an extensive and costly amount of requirements and research that must be done for the product to pass health regulations, including a list of ingredients, samples, labels, scientific analyses, principles of operation and risks of abuse.

This has created a demand for nicotine-free alternatives and a unique opportunity for nutrition companies like ours. Our American made nutrients address common needs, such as healthy weight loss and immune system support. And our LUVV Air product line enables users to inhale beneficial ingredients through a water-soluble vapor.

Hyder: Have you had any challenges explaining to customers that these inhalers are health products given the association of vaping with nicotine and marijuana? How do you break the first negative connection? 

Harper : The use of steam inhalation technology has actually been tested and used for decades to deliver beneficial ingredients through steam. It is only recently that the e-cig industry has used it for nicotine inhalation products, resulting in the growing problem of nicotine addiction and a negative connotation around the idea of ​​”vaping”. 

To counter that, we have adopted a high level of transparency to earn customer trust. We ensure that our products are free of THC, nicotine and other toxins and additives. Previous solutions are notorious for containing millions of additives, most of which have no idea. And almost all vape products contain ingredients associated with addictive consumption, which ours does not. 

We encourage our customers to read our labels, which contain every single ingredient, and learn what they are putting into their bodies.

So while we are not the first to come up with this technology or concept, we are unique in the openness we offer, as well as supporting vegan and non-GMO.

Hyder: How do you think the unexpected events this year have affected your marketing? 

Harper: This year we’ve really seen the taboo surrounding talking about mental health and anxiety dissolve. The need to address this problem is reflected in consumer demands and behavior. 

During the global pandemic, our most popular product has been LUVV Air ZEN, a relaxing lavender flavored inhaler containing chamomile, valerian root and passion flower. Customers keep saying how important it is to help reduce stress and anxiety. 

While this year’s event may have given specific LUVV products a boost, we have always been confident in our line as we invested in extensive research, funded science and a dedicated product development team. We are also working with Noctem Group and RH Capital in an effort to expand globally to meet greater consumer demand. 

As Harper’s company and countless other health and wellness startups demonstrate, the wellness industry is showing great growth this year—and that growth is expected to continue. After all, once consumers have started paying more attention to their health and mental well-being, they are very unlikely to turn around. Products like LUVV are something to look out for in the future.