How Barrière aims to disrupt the supplement industry

The supplement industry has seen booming demand over the past few years as consumers increasingly focus on health and wellness.

Along with that, wearable patches have become more mainstream, with brands like The What Supp Co and The Good Patch marketing products that they say deliver the same results as oral vitamins without having to swallow pills.

One company, Barrière, says it’s bringing something new to the table. It currently has an offering of patches that offer consumers help on everything ranging from sleep to energy boosts to immune support.

CEO and co-founder Cleo Davis-Urman told CNBC exclusively that the company is projecting to double its 2025 revenue to reach $10 million in 2026, with a current valuation of $19 million. Davis-Urman also told CNBC that Barrière is also launching into 1,700 Walmart stores with its two newest offerings, including a motion sickness patch and what the company said is the first-ever lactose intolerance patch on the market.

Barrière has grown from having a presence in just over 600 stores in the second quarter of 2025 to being available in more than 6,000 stores in the second quarter of 2026, according to the company. Its products are sold in major retailers including Target, Ulta and Urban Outfitters.

Yet even as wearable patches become more available, the market remains largely unregulated by the Food and Drug Administration in the United States.

Barrière’s products are not FDA-approved. The agency oversees supplements according to the Dietary Supplement Health and Education Act of 1994, which classifies the products as food rather than as drugs and largely allows the marketing to be left up to the companies.

Davis-Urman said Barrière chose to manufacture its products in the U.K., where the FDA-equivalent agency upholds the “strictest regulations possible.”

“Transparency is key, education is key and, in some ways, being made in the U.K. does signal to a discerning wellness customer that there are more measures put into place to protect their health and wellness,” Davis-Urman said.

The CEO said she founded the company after her doctor recommended that she start wearing patches to address serious vitamin deficiencies because her oral supplements were not working — but she soon realized the patches her doctor prescribed were bulky, medical and uncomfortable.

“People know that they need supplements. They have good intentions about starting a routine, but the drop-off is so significant,” Davis-Urman said. “So we’re trying to solve the biological and tackle those efficacy and absorption issues, but we’re also trying to make it more fun and enjoyable and convenient and comfortable, so that people are actually sticking to their routines.”

The transdermal stickers, created with ultrasmall vitamin particles, use body heat to deliver ingredients directly into the bloodstream, working for up to 12 hours at a time, Davis-Urman said.

Barrière’s stickers retail in the range…