Shaklee’s bold bet on collagen: What the Modere acquisition means for the future of wellness

In a move that signals deeper strategic ambitions in the health and beauty supplements market, Shaklee Corporation, a long-standing pioneer in the nutritional wellness sector, has acquired substantially all of Modere’s business assets. Announced on May 23, 2025, this acquisition includes rights to Modere’s highly popular Liquid BioCell® Collagen and Trim product lines, associated patents and trademarks, North American manufacturing equipment, inventory, and exclusive licensing rights for BioCell-branded collagen going forward. This development underscores Shaklee’s strategy to reinforce its leadership in scientifically validated wellness solutions while capitalizing on the booming consumer demand for collagen-based nutrition.

The announcement, made via a corporate press release, revealed that Shaklee would integrate Modere’s collagen and weight-management portfolio into its broader offering. This includes immediate commercial availability of Modere’s flagship items such as Liquid BioCell®, Trim, Sculpt, Burn, and Curb through Shaklee’s direct-to-consumer platform and expansive network of wellness ambassadors. The agreement positions Shaklee not only as the distributor of these products but as the brand custodian of the BioCell Collagen name, widely regarded among industry circles for its clinically studied efficacy in skin, joint, and connective tissue support.

Why Did Shaklee Acquire Modere’s Assets?

The rationale behind Shaklee’s acquisition stems from both strategic product alignment and market opportunity. Modere, known for its premium collagen and weight-loss formulations, built a loyal customer base around the Liquid BioCell® and Trim offerings. These products, formulated using patented collagen matrices with proven bioavailability, cater to a demographic increasingly focused on anti-aging, joint health, and holistic body composition solutions. Shaklee, a wellness giant with a legacy dating back over a century, identified this as a natural expansion zone within its scientific wellness domain.

By bringing Modere’s collagen formulations under its corporate umbrella, Shaklee consolidates market presence in the high-growth segment of ingestible beauty and body reshaping supplements. The acquisition also provides Shaklee with enhanced control over proprietary formulations and production, giving the company operational leverage in sourcing, quality assurance, and supply chain management—critical factors in the competitive wellness space post-pandemic.

What Happens to Modere’s Brand and Ambassadors?

While the acquisition marks the end of Modere as an independent operator, its legacy lives on through Shaklee’s infrastructure. According to statements from Shaklee CEO Roger Barnett, the company is welcoming Modere’s social marketer community into its broader network of wellness ambassadors. These distributors, many of whom were instrumental in building Modere’s grassroots customer base, are expected to find continuity and renewed opportunity within Shaklee’s ecosystem.

This strategic absorption not only protects the customer and distributor goodwill that Modere had cultivated over the years but also enhances Shaklee’s go-to-market model. Shaklee operates on a hybrid model blending e-commerce with direct selling, a formula that aligns well with Modere’s community-led growth strategy. All acquired products will now be available for purchase through Shaklee’s digital channels and ambassador-led marketing starting May 28, 2025.

How Does the Modere Deal Reinforce Shaklee’s Brand Philosophy?

For Shaklee, which traces its origin to Dr. Forrest Shaklee’s invention of America’s first multivitamin over a century ago, the Modere acquisition is less about product diversification and more about philosophical synergy. Both companies share a commitment to science-backed wellness, natural ingredients, and sustainable living. Shaklee’s emphasis on peer-reviewed clinical studies—over 110 to date—offers a scientific scaffold that strengthens customer confidence in the newly acquired offerings.

The acquisition is also expected to elevate Shaklee’s profile within the beauty-from-within trend, an area where consumer demand is sharply increasing. With a portfolio that already includes multivitamins, immune boosters, and weight management solutions, the addition of premium collagen further positions Shaklee as a one-stop destination for holistic wellness. Industry experts see this move as reinforcing Shaklee’s brand promise to help people “look, feel, and live younger longer,” using validated nutrition technologies.

What Does This Mean for the Wellness Industry?

The acquisition comes at a time when the global collagen supplements market is experiencing robust growth. According to industry projections, the market is expected to surpass $7 billion by 2028, driven by consumer preferences for natural beauty solutions, aging population demographics, and increasing awareness of musculoskeletal health. Shaklee’s entry into this high-margin category through a proven, science-led product suite could reshape competitive dynamics, especially among mid-tier brands and digital-first supplement companies.

Moreover, the integration of manufacturing equipment, testing infrastructure, and existing inventory from Modere enhances Shaklee’s vertical integration capabilities. This allows for faster time-to-market for future innovation and better cost control—critical levers in a market where new entrants frequently struggle with scale and supply consistency.

How Is Investor and Consumer Sentiment Around the Acquisition?

While Shaklee remains a private company and is not publicly traded, the deal has already generated considerable interest among industry analysts and direct-selling veterans. Early sentiment indicates that the acquisition is viewed as a value-enhancing move that broadens Shaklee’s product range while tapping into a loyal and active customer base built by Modere.

Consumer reactions on platforms such as Instagram and Facebook, where Shaklee and Modere both have vibrant communities, have largely been positive. Many users expressed excitement over continued access to their favorite products without changes in formulation—a key trust factor in the nutraceuticals space.

From an institutional lens, the move is consistent with broader trends in the wellness and beauty industry, where established players are increasingly acquiring or licensing niche but high-loyalty brands to maintain relevance and expand share-of-wallet.

What Comes Next for Shaklee?

With the Modere acquisition closed and product availability set to begin by May 28, 2025, attention now turns to how Shaklee will scale its operations to accommodate the expected uptick in demand. Analysts expect the company to leverage its strong presence in North America and Asia to drive international expansion of the acquired portfolio, particularly in collagen-heavy markets such as Japan, South Korea, and China.

The acquisition may also pave the way for further consolidation in the wellness segment. Given the rising customer lifetime value associated with beauty-from-within products, Shaklee could be positioning itself for additional M&A plays or cross-brand innovations, especially those involving clean-label ingredients and personalized nutrition.

Ultimately, the Modere acquisition illustrates Shaklee’s intent to remain at the cutting edge of health innovation, backed by science, distribution muscle, and brand trust.