The housesWellness
Supplements in a thin strip that dissolves on the tongue
Elina's roleFounder, owner and CEO
Smart Strips are oral dissolvable supplement strips: a thin, flavoured film that carries a measured dose and melts on the tongue within seconds, with no water and nothing to swallow. The brand belongs to ETRIA, the company Elina built inside her innovation group, Smart Creative Group, which holds the EU trademark Smart Strips.
ETRIA describes its purpose as taking the effort out of self-care. In place of jars of capsules, tubs of powder and bottled shots, it offers a single slim packet that sits in a pocket, a desk drawer or the smallest corner of a carry-on. The house treats the format as a question of design as much as formulation, with a quiet, considered look to the packaging.
The range is conceived in Europe and made in the United States, exclusively to ETRIA's own specifications. Alongside its own line, the company offers a white label service for brands that wish to launch oral strips of their own, from formulation and production to packaging and positioning. Smart Strips are sold in two markets, Bulgaria and the US.
The formulas
FCKN FIT and REFUEL
FCKN FIT, with L-carnitine, caffeine and niacin, and REFUEL, with liposomal curcumin and PEA.
FOCUS
With Alpha-GPC, citicoline, caffeine and L-theanine.
ANXIETY and Z-z-Zen
ANXIETY, with saffron extract, GABA and L-theanine, and Z-z-Zen, with melatonin and L-glycine.
IMMUNE
With vitamin C, vitamin D3 and elderberry.
NMN and BEAUTÉ
NMN, and BEAUTÉ, with hydrolysed marine collagen, biotin and vitamin E.
PLEASUREX and AFTR PARTY
PLEASUREX, with L-arginine, L-citrulline and Panax ginseng, and AFTR PARTY, with milk thistle and tyrosine.
Sets and white label
The formulas also come in curated sets, such as a travel pack and a complete set of all ten. For other brands, ETRIA offers a full white label service for oral strips.