Sarah Giordano, vitamin therapy programme manager at The Well in New York, says that IV therapy entails infusing vitamins, minerals, electrolytes and – sometimes – intravenous medications. “The combination of chosen ingredients is mixed into a bag of fluid, typically normal saline or Lactated Ringer’s [an alternative electrolyte solution], and infused directly into the bloodstream,” she says.

A well-known centre with multiple locations across the US, The Well offers a GMO-free approach to IV therapy focusing solely on infusing vitamins, minerals and electrolytes without additional medications.

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Not all doctors are convinced of the benefits of drips. During the pandemic, the US Federal Trade Commission had to caution some clinics offering the procedure for making false claims about its effectiveness in treating Covid-19 and other serious illnesses. More broadly, critics point to the placebo effect: if you really believe it is giving you more energy, it really might do.

Supporters of drips talk about absorption rates, pointing out that when an oral supplement enters the digestive system a significant portion of the supplement may be unabsorbed, depending on your age, health and interactions with food and other substances in your digestive. IV drips take a direct route to the bloodstream.

But it is possible to have too much of a good thing. The body has a limit to how much it can take in of any vitamin or mineral, with any surplus simply excreted by the kidneys into your urine. Those interested are suggested to consult their doctor first to learn of any deficiencies they might address and any potential issues, such as kidney problems, that might preclude them from trying a course of drips.

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As is often the case with viral wellness trends, the rise of IV drip therapy owes much to Hollywood’s influence and the reach of social media platforms. Celebrities’ polished, personal testimonies and dedication to self-care have significantly boosted the interest in, and popularity of, IV therapy.

The Kardashian-Jenner clan has frequently documented their intravenous therapy sessions, for instance. Kim Kardashian, in particular, has been vocal about her appreciation for IV treatments, with one of her favourites featuring a mix of B vitamins, electrolytes and anti-inflammatory components that she says enhance her skin and hair health.

Actress and wellness advocate Gwyneth Paltrow is another who has championed IV therapy through her wellness platform Goop, and fellow A-listers Adele, Hailey Bieber and Chrissy Teigen are also high-profile advocates.

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Popular US centres like Reviv, NutriDrip, The Hangover Club and The Dripbar offer a vast array of vitamins and personalisation possibilities, which is why making an informed decision before choosing your treatment is vital.

“IV therapy differs by the ingredients used, sourcing of the products, quality and safety standards of the providing practice, provider experience and environment of delivery,” Giordano says. For example, a commonly used blend known as “Myers’ cocktail” consists of varying dosages of vitamin C, calcium, magnesium and several B vitamins to treat dehydration and boost the immune system.

Two popular cocktails focus on vitamin C – intended to rejuvenate skin by neutralising free radicals and stimulating collagen production – and the vitamin B complex (B1, B2, B3, B5 and B6).

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Reviv, founded by four experienced accident and emergency doctors in the US, offers a range of intravenous hydration therapies and booster shots worldwide, from the US to China and Australia. Among its popular IV drips, Vitaglow is targeted at the skin being antioxidant-rich, featuring glutathione and vitamin C.

To navigate your choices, Giordano advises people to inquire about the ingredients, “where they come from, how they are prepared, quality and safety standards, and background of the practitioners prescribing as well as delivering the therapy”. The treatment environment is equally important – sterile and clean, with providers following stringent handwashing protocols and wearing protective gear like gloves. And it’s not a one-off miracle cure.

“Our common recommendation for ongoing skin support is to start with 10 treatments,” Giordano adds. The journey involves initially receiving treatments once or twice a week until noticeable skin improvements occur. Subsequently, the frequency tapers off.

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She points out that achieving optimal outcomes goes beyond the treatment schedule. “The right way to do IV therapy will include particular adherence to infection control, quality and safety measures by the provider,” she says. Equally important is sourcing ingredients from reputable compounding pharmacies that align with the standards outlined by bodies such as the US Department of Health.

Within the medical community, the debate continues over the effectiveness of IV drips for beauty and wellness. Enthusiasts praise their quick-fix ability while sceptics question the scientific foundation of these therapies – do the claims stand up, or is it all about placebo effects? Research is ongoing but for now devotees are convinced they are onto something – and are busy promoting that message.