Australian beauty brand Vida Glow launches new campaign via UM

Ingestible beauty brand Vida Glow has launched a new campaign to promote its biggest seller, Vida Glow Marine Collagen.

The global brand campaign includes a 30-second TVC alongside imagery that will have a global reach via catch-up TV, print, digital, and OOH. The campaign was shot by Australian photographers Ben Morris and Derek Henderson during the pandemic.

Vida Glow founder Anna Lahey told Mumbrella: “The nutricosmetics market is booming, and it is predicted this growth will continue its momentum over the next decade. The collagen category alone is expected to grow to over $6.5 billion by 2025. It’s a busy space, which is why we’re so adamant about setting the industry standard – moving first, innovating and pushing the boundaries of what’s possible in ingestible beauty. And our global campaign is a perfect reflection of that.”

Vida Glow creative director, Rachel Dawson, added: “The campaign was an intentional deviation from advertising commonly seen in the wellness industry. Vida Glow presents a unique perspective for the ingestible category and the creative direction needed to be emblematic of that. Dynamic and representative of how we want to show up in the world: bold, disruptive and bursting with energy.”

This year, the brand has expanded to key countries, including the UK, Germany, and a US launch last week in LA. Vida Glow also opened a permanent store at Sydney Airport in line with the return of international travel.


Client: Vida Glow
Creative In-house
Creative director:
Media Agency: UM
Production partner: Crybaby Productions.
Full Production team
Photographer for models: Ben Morris
Photographer for still life: Derek Henderson
Stylist: Nicole Bonython-Hines
Makeup: Nadine Monley
Hair: Alan White


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