press
everything a journalist needs about bädy on one page. copy any of it without asking. bädy is a Swedish collagen drink from Eyra Labs AB in Solna, sold as one daily stickpack of powder mixed into water. for images, logo files or an interview, mail hej@bady.se with your outlet and your deadline, and you get a reply from a person, usually same day. Swedish press kit: drinkbady.se/sv/press.
boilerplate, 50 words
bädy is a Swedish collagen drink brand, skin juice in one daily stickpack of drinkable skincare: hydrolyzed bovine collagen, hyaluronic acid, vitamin C, zinc, astaxanthin, copper and five probiotic strains, sweetened with stevia. flavor unannounced. made in Sweden by Eyra Labs AB, Solna. launching in Sweden. waitlist open at drinkbady.se
boilerplate, 100 words
bädy is a Swedish collagen drink brand making skin juice, a daily stickpack of drinkable skincare that you rip, shake into water and drink. one formula, no variants: hydrolyzed bovine collagen 5 g, hyaluronic acid 120 mg, vitamin C 80 mg, zinc 10 mg, astaxanthin 6 mg, copper 1 mg and a probiotic blend at 10 billion CFU across five named strains, sweetened with stevia, no artificial sweeteners, colors or fillers. flavor not announced yet. bädy prints every dose and makes no skin claims EU law has not authorised. made in Sweden by Eyra Labs AB, direct to consumer, Sweden only at launch.
what bädy does and does not claim
bädy makes no skin claims for collagen, hyaluronic acid, probiotics or astaxanthin, and no bädy material should be quoted as if it did. under EU rules there is no authorised health claim for any of them in relation to skin. EFSA assessed the claim applications in this category and found the evidence insufficient, so the EU authorised none of them, which any journalist can verify in the EU register of health claims. bädy therefore says nothing about wrinkles, elasticity, firmness or glow.
the four claims bädy is allowed to make, and does: vitamin C contributes to normal collagen formation, zinc contributes to the maintenance of normal skin, copper contributes to normal skin pigmentation and copper contributes to maintenance of normal connective tissues. the three nutrients sit in the formula at 80 mg, 10 mg and 1 mg per stickpack, which is 100 % of the EU nutrient reference value for each.
bädy is food, not medicine. it does not treat, prevent or cure anything. where bädy links research, the link documents the doses used in trials and the state of the field, never that the product works.
brand facts
| fact | value |
|---|---|
| brand | bädy, said like "baddie", always lowercase |
| category | collagen drink (sv: kollagendryck), beauty from within, drinkable skincare |
| legal entity | Eyra Labs AB |
| HQ | Gårdsvägen 8, 169 70 Solna, Sweden |
| company registration | Eyra Labs AB, registered in Sweden. org.nr 559597-5375 |
| product | skin juice, one daily stickpack powder mixed into water. one product, no variants |
| flavor | locked, not announced yet. the waitlist hears first |
| sweetener | stevia (steviol glycosides). no artificial sweeteners, no artificial colors, no fillers |
| made in | Sweden |
| formula per stickpack | hydrolyzed bovine collagen 5 g (type I and type III) · hyaluronic acid 120 mg · vitamin C 80 mg (acid neutral) · zinc bisglycinate 10 mg · astaxanthin 6 mg · copper bisglycinate 1 mg · probiotic blend 10 billion CFU |
| probiotic strains | L. paracasei LCPM54 · L. plantarum LPM27 · L. rhamnosus GG · B. breve BBRM60 · B. bifidum BBM12 |
| astaxanthin source | microalgae (Haematococcus pluvialis), dry extract standardized to 4 % astaxanthin |
| reference intakes | vitamin C 80 mg, zinc 10 mg and copper 1 mg are each 100 % of the EU nutrient reference value |
| not in the formula | no biotin, no artificial sweeteners, no artificial colors, no fillers |
| allergens | the full allergen declaration is published at launch, checked against the manufacturer's specification |
| launch date | not announced yet. the waitlist hears first |
| launch market | Sweden only at launch. UK and EU after, no date fixed |
| sold at | drinkbady.se only. no retailers, no pharmacies, no marketplaces at launch |
| model | direct to consumer |
| audience | women roughly 25 to 40 |
| tagline | drink your skincare |
| signature color | red, #A80016 |
| website | https://drinkbady.se |
| social | instagram.com/drinkbady · tiktok.com/@drinkbady |
| press contact | hej@bady.se |
why bovine collagen
bädy runs on bovine hide collagen, 5 g per stickpack. the source is a formulation choice and not a performance claim. bovine hide supplies type I and type III peptides. marine collagen is mostly type I. both are broken into short peptides by the same kind of hydrolysis, and neither has an authorised skin claim in the EU, so bädy does not argue that one beats the other on skin. what the bovine choice does is keep fish out of the formula, which matters to anyone with a fish or shellfish allergy. the trade is real and bädy states it plainly on the FAQ: bovine collagen is not suitable for vegans or vegetarians. the studies on hydrolyzed collagen typically use 2.5 to 10 grams a day, which is where the 5 g comes from, and that link documents doses rather than results.
story angles that are actually true
- a collagen brand that agrees with the sceptics: bädy publishes the EFSA position on its own product page
- gut skin axis on the label: five named strains at 10 billion CFU in a category that usually stops at collagen plus vitamin C
- pre launch built entirely on a waitlist, no shop, no cart, no product page until launch day
- made in Sweden, launching only in Sweden: a deliberately domestic chain, direct to consumer
assets
logo files, product images and packaging renders are available on request. mail hej@bady.se with your outlet, your deadline and what you need, and we will send the files rather than a link to a portal you have to register for.
a note on names
bädy is a Swedish collagen drink brand owned by Eyra Labs AB in Solna, and it is not affiliated with any other brand using similar words. three collisions come up often enough to be worth stating in writing. Skin Juice is an Australian skincare company with no connection to bädy, different continent, different category. "baddie" is English slang and an aesthetic. bädy is pronounced that way and spelled with the a umlaut, and it is something you drink rather than a look. Drink Buddy and drinkaby turn up in searches for drinkbady and are unrelated products and songs. the brand name is always written lowercase and with the umlaut: bädy, not Bady, not BÄDY, and not capitalised at the start of a sentence either. the domain is drinkbady.se and the press contact is hej@bady.se.