Tylenol expands into supplement space with joint health product

The new supplement features TamaFlex, a proprietary blend of turmeric and tamarind from ingredients supplier NXT USA, which has been clinically shown to improve joint comfort, flexibility and function in as little as five days.

“As the #1 selling pain relief brand in the U.S. with more than 60 years of experience, we are proud to use our heritage to offer science-backed, proactive options to improve joint health and further our mission to Care Without Limits,” said Jen Gow, head of U.S. Pain at Kenvue, Tylenol’s parent company. “This launch expands the Tylenol brand into the supplement space and provides consumers an offering to build a more complete toolkit for wellness.”

The Proactive Support launch will appear across TV, digital, social and retail media. Priced at $19.99 for a one-month supply, products will be available at major retailers including Amazon, Walmart and CVS alongside Tylenol in the pain aisle.

From reactive to proactive

According to Kenvue, Proactive Support responds to growing feedback from healthcare professionals seeking drug-free, simple and preventative wellness solutions to support joint health.

The launch taps into a rapidly expanding bone and joint health supplements market, fueled by an aging population, a rise in bone- and joint-related conditions and increasing consumer demand for effective, science-backed dietary supplements.

Kenvue also cites research suggesting that the human aging process accelerates around the age of 44 and again at 60, key milestones when joint health is particularly vulnerable to the effects of aging, physical activity and stress.

“I often recommend that my clients add ingredients like turmeric that have been associated with potential health benefits to their diets—and the ingredient blend in Proactive Support from Tylenol is clinically shown to help the body support healthy joints,” Kathleen Benson, a registered dietitian nutritionist (RDN) and Tylenol RD Partner, shared in a press release. “By stretching, taking a daily Proactive Support supplement and following a strength training routine, consumers can take an active role in managing joint comfort and flexibility.”

The new line includes two patent-pending formulas powered by TamaFlex—Muscle & Joint (with added Q-ACTIN-branded cucumber extract from IminoTech Inc.) and Muscle & Joint + Stress (with added Zembrin-branded sceletium extract from PLT Health Solutions.)

Tamaflex: What the science says

Tamaflex is support by three randomized, double-blind, placebo-controlled, parallel-group studies that evaluated and confirmed its safety and efficacy for joint health support in healthy subjects.

A 2023 study in 150 men and women between the ages of 40 and 70 reported that 30 days of supplementation with 250 mg of TamaFlex was associated with improvements in a range of joint health measures, including pain, joint stiffness, physical function, aerobic capacity and endurance. Effects were seen as early as the fifth day.

“Where our previous studies focused on identifying that joint relief was fast-acting and long-lasting, this third study provides concrete data supporting our novel approach to joint health and the impact it has on improving participants’ quality of life and physical capabilities,” Eric Anderson, managing director at NXT USA, previously told NutraIngredients.

“The study is large and comprehensive, with physician assessment, physical tests and biomarkers providing subjective and objective evidence of efficacy. This is truly unique.”

The research to date indicates that the combination of turmeric and tamarind works by targeting two pathways that cause joint inflammation—the Cyclooxygenase-2 (COX-2) and 5-Lipoxygenase (LOX) enzyme pathways.

“This collaboration with the makers of Tylenol marks an exciting milestone for TamaFlex and for consumers looking for efficacious joint support options that can be used daily,” Anderson said following the launch announcement on Monday. “Thanks to the strength of clinically supported ingredients found in Proactive Support, users can experience improved joint comfort and mobility.”