We earn a commission for products purchased through some links in this article. How Shoreditch Came for the Humble Multivitamin A new breed of health brands are combining trendy packaging with LA wellness-speak Lucky If Sharp Vitamin pills and dietary supplements are, depending on one’s levels of scepticism and credulity, either healthy and helpful, nourishing and essential, or expensive lifestyle products of dubious efficacy at best, aimed at overpaid cranks. What they have never been, until now, is sexy or cool. Sensing an opportunity to do for vitamin D and zinc what grooming brands such as Aesop have done for hand wash (remember when it was called soap?) and all things bergamot, Anatomē (pronounced Anatomy, naturally) is one of a growing number of newcomers to the (forgive us) “wellness space” looking to revamp the dusty nutritional supplement and vitamin industry, a sector that is projected to be worth £13bn by 2023.