Nutricosmetic renewal

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The nutricosmetics market is evolving with broader demographics, new delivery formats, and a stronger focus on holistic beauty and well-being. Consumers are seeking personalized, science-backed supplements targeting skin, hair, and aging concerns—driven by lifestyle trends, clinical validation, and a growing connection between beauty and health.

Consumer Trends

The nutricosmetic space is changing to fulfill the evolving needs of new consumer demographics. As Jordan Miller, vice president of marketing with Nutrition21 (Saddle Brook, NJ) explains, “The category has moved from ‘anti-aging,’ once focused on older consumers looking to reverse the signs of age, to a category that celebrates and embraces the diversity of beauty—across all age ranges—and one that is more inclusive; offering products that are tailored for consumers young and old, and for both men and women.” Citing figures from FMCG Gurus, he adds that among global consumers who take supplements, 29% take them to improve skin health, and 24% to improve hair health.¹

Alice Olufeso, senior product manager, food and health at Mibelle Biochemistry (Buchs, Switzerland), notes that younger generations show greater awareness of a more holistic beauty approach that combines topical and nutraceutical products, with older generations also shifting to incorporating nutricosmetics. “We noticed a tendency among older generations to be more aware of the anti-aging benefits of supplements,” Olufeso says. “Their routines have evolved from merely using hydrating creams in their daily facial routine to including supplements in their daily routines for a more holistic skin care approach.”

Oliver Wolf, global product promotion at Gelita (Ererbach, Germany), agrees that nutricosmetics are capturing a broader range of customers, adding that consumers understand beauty is a reflection of their health, and are therefore adopting an approach that addresses beauty as an extension of their overall health. “Consumers have individual definitions of beauty, and the connection between beauty and wellness is becoming more central,” he explains.

This perspective presents an opportunity for greater personalization in the nutricosmetic space, explains Wolf, including support for menopausal women, healthy aging, cellulite reduction, and active beauty. Notably, he adds, the increasing usage of GLP-1 drug regimens is also an opportunity for nutricosmetics. “These programs often cause sagging skin, a hollow or ‘weight loss face,’ thinning hair and brittle nails, all of which can be addressed by nutricosmetic products,” Wolf states.

Olufeso agrees, explaining that consumers are looking for science-backed ingredients and more targeted claims. Products that previously addressed both skin and nails have transitioned to focusing on hair, for example. Products are also being marketed by gender or by stages in life, and these types of products benefit from synergistic ingredient combinations to fit the consumers’ needs.

“Consumers are demanding, doing greater research into the ingredients used in the products, taking recommendations from beauty influencers, but above all they are seeking ingredients backed by clinical evidence to feel more confident in their product selection,” says Miller.

Technological innovations are also allowing manufacturers to use different dosage formats, while emerging science creates opportunity for novel ingredients and approaches to supporting skin health. Mike Weiser, PhD, vice president of research and development at AIDP (City of Industry, CA), notes the growth of novel dosage formats such as gummies, as well as more easy-to-formulate ingredients that help accommodate these dosage formats. “We see highly bioavailable forms of collagen-type products which offer lower doses than typical collagens which require up to 20 grams for efficacy,” he explains.

There are also novel mechanisms that manufacturers can leverage such as the gut-skin axis. Growing research points to a relationship between the gut microbiome and skin health, specifically through healthy inflammation and regulating immune function.² Specific probiotic strains, as well as pre- and postbiotics, individually or in combination, may therefore support skin health.

New Skincare Routines

The combination of topical skincare routines and nutricosmetics is another area of growth. “We’ve seen an explosion of the ingestible beauty supplement segment in the past years that demonstrates consumers are taking a multi-faceted approach to hair and skincare,” Miller states.

Complementing topical skincare routines, nutricosmetic ingredients work internally to enhance skin health and appearance, Olufeso explains. “While the topicals address the skin’s surface, nutricosmetics provide essential nutrients that support skin function at the cellular level,” she states. “This complementary approach can lead to more comprehensive and long-lasting results.”

Additionally, she adds, the beauty-from-within actives can be standalone, or the effects can be enhanced with the addition of ingredients such as biotin, vitamin C, or collagen.

The Importance of Collagen

Collagen production declines as we age and as metabolism slows, Wolf explains. Signals in the body to reconstruct collagen become insufficient, leading to collagen degradation. “From early adulthood, collagen production declines by about 1%-1.5% a year,³ leading to the first visible signs of aging such as wrinkles and reduced skin elasticity,” Wolf explains.

In response, ingredients such as the proprietary bioactive collagen peptides (BCP) called Verisol, produced by Gelita, offer support for skin, nails, and hair, and naturally stimulate the body’s own collagen production. Clinical studies by Gelita for each of its BCP demonstrate that cells react in certain ways to specific peptides, Wolf states. “This process can be roughly compared to the lock-and-key principle: The structure of the peptide fits exactly to the receptors of the respective tissue cell, which are then stimulated to produce collagen,” he explains.

Furthermore, synergistic combinations with ingredients such as vitamin C for collagen formation, as well as zinc and biotin can offer effective and additional support for skin, hair, and nails, Wolf explains. “Antioxidants like coenzyme Q10 or plant-based extracts such as amla or acerola can further enhance formulations by helping to reduce oxidative stress—a key contributory factor in skin aging,” he adds. Wolf also says that the combination of different BCPs such as Verisol, which targets skin health, and called Bodybalance, which targets lean body mass and muscle strength, offers a more comprehensive approach by supporting healthy aging in addition to skin health, going beyond traditional beauty-from-within applications.

It’s important to note, however, that collagen is an animal-based product. There is no such thing as plant-based collagen, but there are plant-based ingredients that offer similar effects. Vollagen from AIDP is one example. Weiser explains that Vollagen is derived from non-GMO cornstarch and delivers the same complex of amino acids in the same proportion as the human body to stimulate collagen production.

Novel Ingredients for Skin Health

Many ingredient manufacturers are tapping into plant ingredients such as herbs and botanicals to formulate novel and effective ingredients for skin health. Each of these ingredients can target different aspects of skin health. Mibelle’s FenuKale Nu, for example, aims to specifically counteract skin aging caused by air pollution. The ingredient contains antioxidants from blue fenugreek and kale, formulated to counteract epigenetic changes and support endothelial function as part of its triple mode of action. “By reducing oxidative stress and preventing unfavorable epigenetic changes, FenuKale Nu supports skin health from within,” Olufeso explains. “This complements topical skincare by enhancing the skin’s barrier function and improving moisture levels.”

Another ingredient that offers more traditional benefits to skin appearance is Mibelle’s PhytoCellTec Md Nu, which is sourced sustainably from Switzerland’s Uttwiler Spätlauber apple, a fruit with a demonstrated ability to resist shriveling. Extracted using in-house technology, the extract supports the rejuvenation of skin cells, maintenance of skin vitality and youthfulness, and supports the longevity of skin cells, explains Olufeso. “Results from a clinical study with aged women showed significant improvements in skin firmness, elasticity, and density after supplementation with PhytoCellTec Md Nu,”⁴ says Olufeso.

Distributed by AIDP, another ingredient derived from fruit is Grantria. A Punica granatum pomegranate extract standardized to three bioactives (punicalagins, punicic acid, ellagic acid), Grantria is intended to improve wrinkle appearance and enhance skin radiance and texture.⁵

Ingredients for Hair Health

Hair appearance and thinning is a major concern across gender and age demographics creating enormous demand for solutions that reduce one’s need for pharmaceutical interventions. AIDP’s Keragen-IV, for example, aims to reduce hair fall.⁶ The solubilized and digestible keratin ingredient is derived from New Zealand live sheep’s wool with alpha keratin similar to human hair. It also supports skin and nail health.⁷

For hair health and growth, Miller explains, the Nutrition21 ingredient Lustriva uses a combination of silicon and biotin to support hair follicles and influence cellular signals during hair’s active growth phase. It also helps support the formation of proteins needed for skin integrity, function, and the reduction in appearance of wrinkles. Lustriva’s low effective dose enables formulation with other ingredients, such as collagen in a daily powder, he adds.

Dosage Formats

As mentioned earlier, dosage formats such as gummies are becoming more common. Olufeso also points to liquid shots, powdered drink mixes, and gels as emerging dosage formats that offer convenience and in some cases, increased compliance. “While classic formats, such as capsules, powders, and tablets still are quite popular, we have observed that consumers prefer options that are convenient, on-the-go, and easy to incorporate into their modern daily lifestyle,” she explains. According to Markets & Markets, the global market for gummy supplements is forecasted to be worth USD 48.5 billion by 2028, growing at a CAGR of 14.5% over the forecast period.⁸

Liquids as a format has seen particular growth as of late, explains Miller. “While from a smaller base of product launches compared to larger segments like capsules, liquids have shown an impressive 63% growth in product launches from 2023 to 2024,”⁹ he states.

Most of the time, the effectiveness of novel dosage formats are dependent on the active ingredient’s physical properties. Some ingredients have poor solubility, while others taste bad. Finding a balance between effective dose, texture, and good taste can be challenging, but newer ingredients are only getting better in this regard. Weiser noted earlier collagen ingredients with a lower effective dose. BCP are also versatile in how they can be formulated due to their cold-water solubility, taste-free nature, and clear color, Wolf explains.

Looking toward the Future

As consumer expectations evolve, the nutricosmetics industry is responding with more personalized, inclusive, and scientifically-backed solutions that reflect a broader understanding of beauty.

References

1. FMCG Gurus, Nutritional Supplements Global, 2024. 
2. Krawiec, S. Beauty of microbes: How targeting the gut microbiome supports skin health. Nutritional Outlook, 2025. 28(3), 20-22. 
3. Reilly DM, Lozano J. Skin collagen through the lifestages: importance for skin health and beauty. Plast Aesthet Res. 2021. 8(2). DOI: 10.20517/2347-9264.2020.153 
4. Baumann, J., Wandrey, F., Nowak, K., Grothe, T. Nutritional supplementation of an apple callus extract to target epidermal aging. Journal of Food, Nutrition and Diet Science, 2024, 2(1). DOI: 10.55976/fnds.22024123718-28 
5. Krishnakumar A.; Chellappan DK.; Jeyakodi S.; Dalal M.; Shetty S. Efficacy and safety of a proprietary Punica granatum extract in skin health - a randomized, placebo-controlled clinical study in healthy volunteers. Am J Transl Res. 2024, 16(12), 8043-8053. DOI: 10.62347/SRIC1154. 
6. Kelly, R.; Gu, J.; Lim, J.; Lati, E.; Manna, V. Effect of keraGEN IV Keratin oral supplementation on hair, skin, and nail attributes. HealthMED. 2024, 18(2), 35-45. 
7. Tang, L.; Sierra, J.O.; Kelly, R.; Kirsner, R.S.; Li, Jie. Wool-derived keratin stimulates human keratinocyte migration and types IV and VII collagen expression. Exp Dermatol. 2021, 21(6), 458-460. DOI: 10.1111/j.1600-0625.2012.01505.x 
8. Innova Market Insights, New Product Database 
9. Markets & Markets. Gummy Supplements Market by Type (Vitamin Gummies, Omega Fatty Acid Gummies, Collagen Gummies, CBD Gummies), Starch Ingredient , Distribution Channel, End User,By Functionality (Immunity, Skin, Hair & Nails, Fertility, Bone Health, Other Functionalities) & Region - Global Forecast to 2028 https://www.marketsandmarkets.com/Market-Reports/gummy-supplements-market-39376426.html