An immersive and experiential is coming to the city that never sleeps as interest in well-being and supplements soars

Finding calm in chaos is no small feat, especially in the hustle and bustle of New York City — but NY-based wellness expert and Peloton instructor Ally Love, wellness supplement brand Natural Vitality and the Metropolitan Transportation Authority are up for the task. 

The trio plans to morph the 72nd Street M57 bus stop into a “calming oasis” with an immersive, one-day event taking place Sept. 18 near the 72nd St. Train Station and Bloomingdale’s.

Changing a Commute to a CALMute

New Yorkers and commuters will find a CALMarista cart, stocked with hot and cold magnesium drink options and a multi-sensory 15-second Mind Spa that offers calming scents, soothing sounds and cloud formations. Custom gift bags will be available with curated calming items and the opportunity to meet and take photos with Love, a certified health coach and “Today” contributor.

credit: Photo by Hannah Busing on Unsplash

“At Natural Vitality, we believe people should be able to find calm and balance anywhere—even during a chaotic morning commute,” Natural Vitality brand experience lead Nicole Ng said. “We are thrilled to team up with Ally Love to share solutions for a mindful morning with consumers everywhere and bring New York City commuters our first-ever CALMute experience, a unique activation that delivers a dose of relaxation to their busy day.”

The Supplement Boom

The activation highlights Natural Vitality’s magnesium-based Calm supplement products. In addition to body and mind relaxation supplements, Natural Vitality offers a collection for focus, sleep, mood and muscle support.

In January, Love shared a recipe for the “Sleep Girl Mocktail,” which included magnesium powder. The idea of a better-for-you drink supporting sleep health gained steam on TikTok, with several wellness influencers sharing their versions. Love is now rolling out a “Morning Girl Mocktail,” which includes sparkling water, Raspberry Lemon Natural Vitality Calm, fresh lemon and freeze-dried raspberries. The morning-themed drink will be available at the NYC activation Sept. 18. 

The U.S. supplement market is expected to hit $70 billion by 2031, showing impressive projected growth from 2022’s $43 billion value. Vitamins and supplements were also the second most popular product category purchased on Amazon’s Prime Day in Oct. 2023 and 2022, according to data intelligence service provider NIQ.

Check out the 8 trends fueling the booming supplement market here.

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