Vitagum

VITAGUM is a pre-launch consumer wellness brand developing a luxury vitamin-infused chewing gum product positioned at the intersection of functional health and high-end lifestyle. Founded by Isabella Baboury, a veteran of prestigious luxury fashion houses including Chloé, Christian Louboutin, and PatBO, the company applies the design philosophy and quality standards of the luxury goods industry to an everyday wellness ritual. The brand's flagship product is a vitamin gum delivered in premium, beautifully designed tins, formulated with clean ingredients intended to provide real, functional nutritional benefits through a convenient and enjoyable daily format. VITAGUM emphasizes simplicity, efficacy, and sensory pleasure, positioning each piece of gum as a small daily luxury rather than a clinical supplement. The product is crafted with attention to formulation, flavor, and packaging design, reflecting the co-founder's background in environments where every detail is considered with precision. Co-founded alongside Theo, who brings a decade of experience in startup growth, international partnerships, and fundraising — including leadership roles at Lift Data and Doric Network — VITAGUM is building both a product and a brand ecosystem. This ecosystem extends beyond the physical product into a community-driven social platform inspired by the exclusivity and intimacy of a private members club, with planned events including pop-ups, private dinners, and lifestyle gatherings in destinations such as Aspen and the French Riviera. The brand targets a modern, affluent, wellness-conscious consumer who values aesthetics, quality, and social connection in equal measure. VITAGUM is currently in a pre-launch phase, building an early-access waitlist community of over 128,000 Instagram followers ahead of its first product release. The brand has been featured in notable media outlets and is generating significant pre-market interest. As a CPG entrant in the functional confectionery and vitamin delivery segment, VITAGUM represents an emerging format — chewable vitamin gum — that competes broadly with traditional gummy vitamins, capsule supplements, and functional confections, but differentiates itself through luxury branding, design-forward packaging, and lifestyle positioning.