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All in ‘Vein?’...IV Bars Face Controversy

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IV Bar

IV therapy providers, perhaps most widely recognized for quick hangover treatments, have weathered through disagreements on effectiveness and safety, and they continue to grow in medical spas and as concierge treatments. Treatments infuse vitamins and nutrients via intravenous (IV) fluids to provide intense hydration with aesthetic and medicinal benefits.

“[Typical clients are] people who are looking to either heal themselves or are so busy and stressed out that they need something extra to give them a quick remedy.” —Asa Kitfield, co-founder of NutriDrip

Common criticisms of IV therapy include the thought that drinking water is the most efficient (and less expensive) way to hydrate the body, and that the instant gratification promoted by IV bars is merely a placebo effect.

According to Asa Kitfield, co-founder of NutriDrip, “It’s very safe—we’re not creating a new concept. IV fluids are pretty much standard of care at any hospital. Your body is a very powerful machine, and it can heal itself and do amazing things, as long as it has what it needs. That starts with proper hydration...after hydration, your body needs nutrients.”

Treatments Stick Around

The typical client interested in IV therapy has an active lifestyle and are generally age 33–50, with the financial means to afford each $100-plus treatment. At NutriDrip, treatments range from $99 for a Nutriglow package to boost skin, hair and nail health with glutathione, to $599 for a Nutriyouth treatment that utilizes NAD+, glutathione and lysine to promote anti-aging and revitalization.

“[Typical clients are] people who are looking to either heal themselves or are so busy and stressed out that they need something extra to give them a quick remedy,” said Kitfield.

While initial business may have been driven by curiosity, after three years in the industry NutriDrip sees around 35-40% of its business dominated by regular clients. Common treatments claim to provide hangover relief, detox, guard against illness and stress, provide energy, and promote anti-aging and weight loss.

Note: treatments that a licensed esthetician may perform in a medical spa space vary by state. Please consult with your state board before adopting or performing any unfamiliar treatment.