Beauty from the inside out: The rise of beauty supplements
Gillian Waddell, MD of Fuel PR speaks to in-house nutritionist Shona Wilkinson
There has been a dramatic rise in the number of beauty supplements being launched into the health market this year. Figures show that there has been as much as a 61% increase in sales of beauty positioned supplements. The explosive category market growth is thought to be partly due to the advancements in science and the paradigm shift in consumer acceptance of nutricosmetics, particularly amongst millennials. It used to be that skincare was limited to topical products, but the modern consensus is that no skincare regimen would be truly complete without efforts to rejuvenate the skin from the inside out — “beauty from within”. This has resulted in beauty topical brands launching beauty supplements and vice-versa, beauty supplement brands bringing out beauty topical products.
Skincare beauty supplements have been dominating in terms of revenue, with hair are beauty supplements following. The key factors driving the market growth of beauty supplements globally include rising concern of consumers for their external outlook and appearance coupled with self-obsession for looking younger. Furthermore, influence and awareness among the people from celebrities, models, advertisements, magazines, and peers are also expected to fuel the growth of the beauty supplement market. The rising inclination of the male section towards their appearance is also expected to support the market growth of beauty supplements by 2020.
Here are some things you should consider before entering the beauty health market:
Key ingredients driving sales:
Collagen: Driving the sales of the beauty health category seems to be collagen. In particular, marine collagen which has been studied for its skin health benefits.
Omega 3: One of the most effective nutrients for beauty.
Prebiotics and Probiotics: Relatively new to the market but well researched. Old approaches to skincare have generally focused on the skin as being a protective layer – the correct approach is to do this plus energise and protect our skin’s microbiota. Problems occur with the stability of probiotics, but they are appearing more and more in topical beauty solutions. It is actually prebiotics that tends to be in topical solutions as probiotics just don’t survive (although they are often labelled as probiotics).
The beauty health industry is more than just ingredients…
Sustainability and Zero – waste: Sustainability and zero are changing the beauty industry! Consumers will continue to focus on considerately packaged products, but will also be drawn to brands that place a wider focus on reducing waste. Consider using 100% recyclable, reusable and compostable plastic to keep the consumer engaged in your brand. Focusing on sustainability and zero waste should not mean you are compromising on quality or luxury.
Formulation and Innovation: In a world where the look and feel of a product are important, it can be tempting to cut costs on ingredients and formulation – don’t! Every new beauty supplement that comes to market is usually more forward-thinking than the last. Consumers are taking their health seriously and their understanding of supplements and ingredients is growing. Is it enough to simply “white label” your new product – probably not? It is worth getting an expert with nutritional, supplement and retail experience to formulate your products