As the conversation surrounding beauty evolves to be more inclusive to involve individuals of different genders, generations, and backgrounds, it’s important that product messaging follows suit with communications that promote inclusive beauty and foster diversity and individuality. It’s also important to consider the power of positive language. Moving away from descriptors that focus on skin problems – like anti-aging and anti-wrinkle – to affirmative words, like "vitality," "healthy glow," "nourishing," "hydrating," and "firming" that better resonate with today's consumers and their motivations for using these products.  

To take product positioning to the next level though, it’s important to think beyond beauty-centric messaging. Integrating lifestyle messages, for instance, is another way that brands can connect with modern consumers. This might involve linking products to "healthy living," "natural beauty," "self-care," or "active" and "youthful lifestyles" – tying into the arising belief that feeling good is equivalent to looking good and that internal wellness nurtures external beauty.    

3. Leverage recognizable ingredients  

The nutribeauty market may still be in its infancy, but that doesn’t mean that brands can’t leverage already-existing and well-recognized beauty ingredients. Take collagen for instance. 45% of consumers strongly associate collagen with skin health.³ Hyaluronic acid (HA) also has a strong reputation in the skin & beauty market, known for its ability to attract and bind to water molecules in the skin, supporting a more nourished and hydrated complexion. Considered an ‘all-star’ ingredient with established credibility and robust scientific backing, HA has quickly become an ideal candidate for nutribeauty innovation. But have you heard of HA matrix ingredients, which are made up of naturally occurring components, including HA, to bring added benefits?  

Innovators can now breathe life into their portfolios with the novel HA matrix ingredient, Dermial® from Bioiberica. The ingredient not only has a high concentration of HA (60-75%), but it’s also made up of other naturally inherent components – including sulphated glycosaminoglycans (like dermatan sulfate) and collagen. This unique composition brings powerful regenerative and moisturizing properties to help maintain the health and nutrition of the skin, delivering effects that fermentation-origin HA doesn’t, like type I collagen production and antioxidant benefits.^4,5 Dermial® is also effective at a low dosage of only 60 mg/day, much lower than the amount of fermentation-origin HA needed to have similar effects. New skin health ingredients, like Dermial®, are changing the face of future formulations in the beauty supplement landscape – and if brands want to stand out with cutting-edge solutions, these ingredients could hold the key to success. 

4. Exercise transparency with science   

Prioritizing science is also important. Nearly one third of today’s savvy consumers conduct their own research into the effectiveness of skincare ingredients before making a purchase.⁶ This rising desire for scientific validation stems from growing expectations for reliable, trustworthy and effective solutions with health claims supported by research. Brands that showcase a commitment to research and development and transparently label scientific claims on their packaging will position themselves at the forefront of their field. Our Dermial® HA matrix ingredient, for example, meets these demands – and more.

A recent in-vitro evaluation of the ingredient’s biological activity in keratinocytes and fibroblasts provided evidence that it induced cell proliferation and migration and increased the synthesis of collagen type I and III, elastin and glycosaminoglycans.⁷ The peer-reviewed paper concluded that Dermial® presents moisturizing, regenerative and anti-aging properties, and also revealed the ingredient’s antioxidant properties in skin cells – the first time its role against oxidative stress has been exhibited. Furthermore, Dermial® is easily absorbed in the intestine, signaling that it could be used in oral and topical applications for skin care.

Ultimately though, if consumers don’t grasp the science behind ingredients, like the HA matrix, the appeal of products lessens. Prioritizing education is therefore paramount to enhancing product attraction. 

Download The Nutricosmetics Report 

This content was paid for and provided by Bioiberica

These statements have not been evaluated by competent food authorities. The product is not intended to diagnose, treat, cure, or prevent any disease. This information is only for business-to-business use and not meant to be addressed to final consumers. 

¹ GWI. Connecting the Dots Report, 2022. 

² Innova Market Insights, 2023.

³ FMCG Gurus. Healthy Ageing: Skin Health Global Report, 2022.

⁴ Gálvez-Martín et al. Comparative in vitro efficacy of hyaluronic acid matrix ingredient containing HA, dermatan sulfate and collagen (Dermial®) versus pure HA from extraction or fermentation origin. FASEB Journal, 2022 (in press).

⁵ Gálvez-Martín et al. A novel hyaluronic acid matrix ingredient with regenerative, antiaging and antioxidant capacity. International Journey of Molecular Sciences, 2023.

⁶ Mintel. UK women’s facial skincare market report, 2022.  

⁷Gálvez-Martín et al. A novel hyaluronic acid matrix ingredient with regenerative, antiaging and antioxidant capacity. International Journey of Molecular Sciences, 2023. 

*These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, cure, or prevent any disease.