The ‘beauty from within’ trend has emerged recently for people seeking health and well-being through products that deliver health benefits for skin, hair and more.
According to recent research by InsightAce Analytic, the ‘beauty from within’ market was valued at $3.29bn globally in 2021 and is predicted to reach $8.30bn in 2030. This growth is partly due to the rise of ‘clean label’ and natural, plant-based ingredients. Consumers are increasingly on the lookout for products that are free from harmful synthetic ingredients and chemicals.
One of the significant changes in the “beauty from within” market is the popularity of collagen supplements that promise to enhance skin elasticity and reduce the visibility of wrinkles. Collagen supplements have become a common addition to daily routines for some, available in various forms, including powders, capsules and liquids.
In recent years, the “beauty from within” market has also evolved to appeal to a broader audience. This now includes products catering to different skin types, ages, and ethnicities and focusing on promoting overall wellness rather than just external appearance.
Which consumers are driving the trend?
According to a report by Euromonitor International, women are the primary target audience for beauty-from-within products. However, there is also a growing interest among men, particularly those who are health-conscious and looking to boost their skincare.
New research by nutraceuticals company Lycored demonstrates the considerable potential of the male “beauty from within” market. This is likely due to the convenience offered by skincare supplements, as men were found to be less willing than women to spend time applying products.
The industry also attracts growing interest from younger consumers (Millennials and Gen Z). This group is health-conscious and seeks products that use natural ingredients and promote overall wellness and a healthy lifestyle. They are also more prone to connect with brands emotionally. The ‘baby boomer’ population represents another crucial demographic actively searching for ways to enhance their skin’s appearance, minimise signs of ageing, and sustain their overall well-being.
Which ingredients boost beauty from within?
Collagen and hyaluronic acid are two of the most commonly used ingredients. Collagen is a protein naturally present in the body, helping maintain healthy skin, hair, and nails. Hyaluronic acid is a substance that is naturally produced by the body and helps to keep skin hydrated and plump.
Biotin, also known as Vitamin B7, Vitamin H or Coenzyme R, increases hair’s elasticity and thickness and improves nail health and growth. Other popular ingredients include vitamins, minerals, and antioxidants. For example, vitamin C is essential for collagen synthesis, while vitamin E is a powerful antioxidant that helps to protect the skin from damage caused by free radicals. Meanwhile, the Indian ingredient, turmeric, is also experiencing growing popularity in Western nutricosmetics, as it contains curcumin, a substance revered for its powerful anti-inflammatory and antioxidant properties.
Developing with nutricosmetics
If you want to target customers seeking ‘beauty from within’, it’s crucial to ensure that your product is compliant and makes accurate claims that can be substantiated. We typically work through a three-step process like so:
- Research the claims – Begin by identifying the requirements for the claims you wish to make and focus on a clear unique selling point (USP)
- Develop a recipe – Develop a recipe and agree on the core elements required to deliver the specific ingredients and claims
- Prototype – Bring your vision to life by creating a prototype that delivers on taste, sensory experience, appearance, shelf-life, and more
