In today’s digital age, shifts in popularity can literally occur overnight—especially in the beauty space where influencers can spark major buzz…and spur sales. As a retailer, it can be difficult to ID the next big thing. To help map out today's popularity trails, we gathered insight from industry insiders and highlighted the trends customers are leaning into, along with the need-to-know science.
A key thread through all trends: Consumers want clean. “There is an increasing demand for holistic products that promise high quality, naturalness, and additional health benefits,” says Christina Landgraf of AKP Communications. “An active lifestyle in which prevention and healthy aging go hand in hand are crucial for the conscious consumer. The pressure on manufacturers is correspondingly high, so they are trying to improve their technologies and processes by investing in science and research in order to develop new ingredient innovations from high-quality raw materials.”
It’s not enough to be clean label and promise proactive benefits, though. Consumers want assurance that it works, and they will dig into the science before they open their wallets. “Consumers seek effective natural beauty products to support skin and hair health,” says Maggie McNamara, Marketing Director, Gencor. “They start using a product based on its science and claims. They are willing to try new beauty products, especially when gold-standard double-blind, randomized, placebo-controlled human clinical trials back them.”
What this means for the category: “The beauty-from-within market is not just thriving, it’s morphing into a powerhouse of potential,” says Antonio Vendrell, Marketing Director, Bioiberica, in Is your product portfolio ready for a glow-up? “And as the category evolves, so does the nutri-beauty consumer base. While older women have traditionally dominated the nutricosmetic buyer landscape, younger demographics and men are increasingly embracing these products too, significantly expanding the pool of possible customers. So, why the shift? Today’s health-conscious consumers recognize that by adopting a proactive approach to skin, hair, and nail health, they are actively contributing to their overall mental and physical wellbeing."
Dr. Liki von Oppen-Bezalel, Business Development Director, TriNutra, adds: “Because consumers are aware that what happens inside the body can directly affect their outer appearance, they have begun taking more dietary supplements to help improve overall health, wellbeing and function related to improved cellular functions such as mitochondrial functions that are directly linked to better metabolism, energy production, removal of cellular waste and damage, oxidation and inflammation. These health functions help not only our internal health, but also skin, hair and nail elasticity, strength, and moisture. These benefits are directly linked to youthful appearance, which is the main goal of beauty-from-within products. Consumers also expect less processed products that offer multifunctional benefits while, on the other hand, looking for finished products that implement sustainable and environmentally friendly practices.”
In terms of ingredients, what delivers? “Existing trends in ingestible beauty have led to the development of products containing ingredients such as collagen, biotin, and antioxidants,” shares McNamara. “Trends are emerging around specific areas of skin health, including products to heal atopic dermatitis, acne, and sensitive skin. These supplements are marketed as a natural and holistic approach to beauty, complementing topical skincare products and treatments. Overall, consumers want to see improvements in the critical areas of hair and skin. Providing clinically studied, bioavailable ingredients in the proper dosage will grow this category and improve consumer outcomes and trust.”
Trending Nutri-Beauty Ingredients
Ageratum conyzoide: Gencor offers an extract of this herb, branded as HairAge, for topical and ingestible applications. The ingredient can be used to enhance men and women’s hair health, improve the appearance of hairline recession, promote a balanced inflammatory response, and inhibit 5-alpha-reductase type in men. One
study showed a reduction in the appearance of hairline recession among participants given HairAge versus a placebo. Biotics: Consumers are increasingly aware of the connection between skin health and a healthy gut microbiome. Kaneka Probiotic offers Latilactobacillus sakei proBio65, which supports gut health and nourishes the skin’s surface from the inside out.
Another option: Probiotical shared a clinical study linking pro- and prebiotics with improvements to atopic dermatitis (AD) and eczema. The study used a finished product with three Probiotical bacteria strains: Bifidobacterium animalis subsp. lactis BS01, Lactiplantibacillus plantarum LP14, and Lactobacillus rhamnosus LR05. Itching and AD-related lesions showed significant clinical and statistical improvement after 12 weeks of exclusive probiotic and prebiotic use. The experts noted: “These preliminary results suggest a potential link between the skin–gut microbiome and support the rationale for using specific probiotics and prebiotics in mild AD, even for maintenance, to reduce flares. This may be mediated in part by improvement in barrier function in the gut.”
Biotin: Studies have linked low levels to poor nail, hair, and skin health. ISOPURE has developed an all-encompassing Collagen Peptides line, which combines the benefits of collagen with 30 mcg of biotin to address many of the skin and appearance related issues consumers are looking to tackle.
Black seed oil: With science to back up claims, TriNutra has developed ingredients that check all the boxes. B'utyQuin, a cold-pressed black seed oil standardized to 3% thymoquinone with limited free fatty acids, addresses hair and skin issues from the inside out. It has been shown to inhibit the growth of acne-causing and skin-damaging (antimicrobial) pathogens, obstruct NO production to regulate inflammation, increase ATP production, reduce propensity to infection, and decrease salivary cortisol levels to calm stress.
Collagen: This ingredient is highly sought out for a long list of multi-functional benefits, including skin health, muscle strength, and joint health. Rousselot offers PEPTAN collagen peptide, shown in studies to enhance skin density, hydration, and elasticity and also reduce GI discomfort and improve sleep.
Curcumin: HydroCurc from Gencor supports skin tone and texture to help protect against pollution, inflammation, and oxidative stress.
Hyaluronic Acid (HA): HA levels decrease with age, and lower levels have been linked to wrinkles. Dermial, Bioiberica’s matrix ingredient for skin and beauty innovation containing 60-75% concentration of HA, was the subject of a randomized clinical trial in which subjects experienced a 20% increase in skin brightness after six weeks and roughly 34% after 12 weeks of a 60-mg a day dose regimen. Significant differences in skin hydration, dryness, and the overall appearance of skin wrinkles were visible after six weeks.
French maritime pine bark extract: Branded as Pycnogenol from Horphag Research, this ingredient shows promise for the treatment of skin discoloration following sclerotherapy for spider veins. In a study involving 161 women, a daily regimen of Pycnogenol was given to treat the skin discoloration that can follow the treatment. The results, as explained by Fred Pescatore, M.D.: “The study's findings indicate a remarkable reduction in skin discoloration among participants who supplemented with Pycnogenol compared to those who received standard management alone. These results open up new possibilities for Pycnogenol in skincare, highlighting its potential to enhance skin health and beauty in a safe, natural way."
Palmitoylethanolamide (PEA): From Gencor comes Levagen+, a PEA ingredient available for topicals and ingestible. Topically, it can be used as a skin aid to treat blemishes, redness, boost skin elasticity, fight off oxidative stress-related damage, and give skin a radiant and youthful look. A randomized, double-blind trail looked at the effectiveness of its topical application versus standard moisturizer to reduce the severity of symptoms of eczema. Results showed Levagen+ significantly reduced redness and dryness.
Pomegranate extract: Pomella, a patented pomegranate extract, has been studied for its gut and skin microbiome benefits. “It is interesting to see how science around Pomella over the last 10 years have shifted focus from demonstrating important results on the role of Pomella as a bioavailable, powerful antioxidant with several benefits to human health to new exciting findings on gut microbiome support and the link with skin health and overall health,” shared Teresita Ruda, Head of Brands and Marketing at LEHVOSS Nutrition, distributor of the ingredient in Europe.
Ribose: Bioenergy Ribose can be used orally and topically to:
- Reduce length and area of wrinkles
- Improve the skin’s surface structure
- Smooth the look of wrinkles
- Enhance metabolism of skin for more radiant appearance
- Improve oxygen uptake by skin cells, which may augment healing
What’s next in Nutri-Beauty?
The future will belong to brands that can offer the next-gen of multi-benefit products. Experts will continue to explore new formats (like gummies and flavorless options) and lean into the science to support claims to remain a go-to source for health enthusiasts. WF
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