In Evolution of Beauty: Healthy, Radiant, Ageless, we explored what’s driving sales in the beauty market—and the 2025 trends to prepare for now. Here, we continue the conversation with leading beauty experts to spotlight topical and ingestible products, plus more insights to drive success.
Consumers' Top Beauty Concerns
"Skin health, appearance, and hair health are top concerns for young and aging demographics," says Maggie McNamara, VP of Marketing, Gencor. "Natural beauty products that offer proactive and immediate effects are highly sought out."
One ingredient gaining traction in the beauty category is palmitoylethanolamide (PEA), McNamara says. "PEA has unique properties that protect against inflammation and mast cell damage. Levagen+, a heavily studied and highly bioavailable form of PEA, can help tackle imperfections like blemishes and redness, boost skin elasticity, and fight off oxidative stress-related damage to give skin a youthful, healthy look. A recently published study demonstrated that Levagen+ provided relief for dry, itchy, and red skin compared to a similar cream."
Gencor also offers HairAGE, a clinically studied extract of billygoat weed (Ageratum conyzoides), which has been shown to improve hair health and balance a healthy inflammatory response. "It was shown to inhibit the gene expression 5-alpha-reductase and positively impacted dihydrotestosterone production, which has been known to influence hair loss and thinness," McNamara says.
Another multitasking ingredient that covers several of the top beauty concerns: Pycnogenol French maritime pine bark extract. "A recent study revealed a safe and effective path for women who face hair thinning, a condition commonly experienced in menopause," shares Franziska Weichmann, Ph.D. Manager of Scientific Communications and Product Development, Horphag Research (exclusive worldwide supplier of Pycnogenol). "The study found Pycnogenol significantly increased hair density by 30% in menopausal women after two months. Results also show Pycnogenol decreased transepidermal water loss in scalp skin and improved scalp microcirculation. This adds to previous research showing how Pycnogenolsafeguards skin from seasonal changes and environmental stress. That peer reviewed, randomized, double-blind, placebo-controlled crossover study shows that daily supplementation with Pycnogenol may help to significantly retain skin hydration, increase skin elasticity, and reinforce skin barrier function for those exposed to urban environmental pollution, as well as seasonal temperature and humidity variations. In addition, the study found Pycnogenol to increase skin lightening during seasonal changes when dark spots can emerge."
Focus on Skincare
This is a rapidly evolving space, says Gilah Elul, Co-Founder & CMO, Muri Lelu. "It feels like trends come and go at hyper-speed. That said, these are a few that we feel are quite relevant this year—and that we hope either remain or continue to evolve." These include:
The Power of Peptides: "We're seeing a strong focus on the potential of these short-chain amino acids that come together to form protein and are necessary for proper skin functioning," Elul says. "They've been around for a while, but we're learning more about their versatility and unlocking new research that cements their gold-star status. We're also discovering new forms, like neuropeptides. For us peptides are a new must-have which is why we included them in our Grass Nuit Rebirth Retinoid, which is infused with a potent natural peptide culled from an Ethiopian grass called Teff. It's clinically proven to boost elasticity and firmness within 28 days."
Gentler Retinoids: "Much like peptides, retinoids are a longstanding ingredient that's been around forever," says Elul. "They are the most studied ingredient in skincare and can be totally transformative for skin, especially when it comes to reversing signs of aging. That said, they also have some pretty harsh side effects like itching, redness, and flakiness. But, there is a new star retinoid on the market, Granactive Retinoid. It's on par with the most potent forms of retinoid but has virtually zero side effects. It's so gentle that even those with sensitive skin can use it regularly, something which would have been off-limits in the past. Granactive Retinoid is the star of Grass Nuit Rebirth Retinoid, and we pair it with calming full flower cannabis sativa and aloe to soothe and support healthy skin. No purging or irritation, just refined and radiant results."
Fragrance Fetish: "Whether fueled by nostalgia or sensorial escapism from reality, fragrance is trending big time as more and more indulge in it to express identity and moods," Elul explains. "Consumers are pushing beyond big brands in favor of indie up-and-comers and are also layering fragrances to 'custom create' something truly unique. What's interesting to us are those who are using fragrance to bridge the gap between emotional care and skin care, incorporating beauty infused with aromatherapy into their daily routines. Each of our products contains proprietary aromatherapy blends developed in partnership with trained French noses. The results are delicious and elevating infusions that enhance a.m. and p.m. routines with intention and moments to get grounded in spirit and body."
InflammAging is a top skin concern, Elul says. "Consumers are turning away from harmful standards of beauty, and instead focusing on longevity and healthy skin functioning over time. Research over the past several years has cemented that InflammAging—the chronic buildup of inflammation caused by everyday environmental stressors—is the primary accelerator of the physical aging process. To treat dark spotting, dullness, fine lines, loss of elasticity and more, we reach for full-flower cannabis extract, which is known to be one of nature's most potent natural anti-inflammatories. Using this ingredient daily can help mitigate the visible damage caused by Inflammaging, revealing naturally radiant and revived skin."
Dr. Liki von Oppen-Bezalel, Business Development Director, explains, "Research has suggested that chronic low-level inflammation can break down collagen and damage skin cells, leading to itchy, dry, red skin with uneven pigmentation. In addition, there is a close link between the health of the mitochondria (the powerhouse of the cells) and aging. In fact, mitochondrial functionality became one of the key hallmarks of aging. When mitochondrial functions, including proper metabolism, respiration, and energy production, are not functioning at their optimum, tissues and organs in our body show aging signs, which naturally affects our appearance. TriNutra’s B’utyQuin is a proprietary, standardized black seed oil that offers clinically studied benefits for use from the inside out. Its novel and proven effects on mitochondrial function, ATP production, inflammation, and oxidation set it apart from other oils. In addition, B’utyQuin has positively influenced the skin and gut microorganisms and reduced stress by lowering cortisol levels when ingested. B’utyQuin is also the only black seed oil to meet the USP monograph and has several global patents for its composition and use. Overall, black seed oil has been shown to have holistic benefits on metabolic health and wellness, directly linked to appearance and beauty."
Breaking down skincare by generation, Jamie Wiecks, Community Goods, outlines common skin concerns, with some specific ingredients that can help:
- Gen Z top concern: Acne. "Although this is not our specialty," Wiecks says, "we have read good things about natural acne fighting products using Vitamin C and Tea tree oil.
- Millennials top concern: Dry skin. "Some of the best natural moisturizer ingredients are Jojoba oil, Shea Butter, Rosehip oil & Calendula oil," Wiecks notes.
- Gen X & Boomers top concern: Anti-aging. "Look for products with Shea Butter (high in vitamins A, E and F), Vitamin C, Bakuchiol (natural Retinol alternative), and other natural sources of Vitamin E such as Prickly Pear Oil or Argan Oil," Wiecks advises. "I should also mention we are working on a new Community Goods Moisturizing Body Balm, utilizing many of these ingredients, which we are incredibly excited about. It will be available later this summer."
Also focused on anti-aging, Jessica Arnaly, Senior Marketing & Business Development Manager, Balchem Human Nutrition & Health, says, "The beauty from within space has by far been dominated by collagen type I, leading to what some call the ‘collagen boom.' This key ingredient has both important structural and functional roles, which make it important for maintaining the skin’s physical architecture and natural remodeling. And numerous studies confirm these benefits. For example, a recent systematic review and meta-analysis showed that on average, supplementation with hydrolyzed collagen significantly improves skin hydration and elasticity."
Arnaly adds that brands looking to innovate in the nutricosmetics space are exploring new combinations to stand out in this crowded arena. "Methylsulfonylmethane (MSM), for example, is the perfect match to complement collagen for skin health," she says. "MSM is a source of sulfur, an essential structural component of the building blocks of skin and hair, and has demonstrated benefits for the skin, including the reduction of the appearance of fine lines and wrinkles. Manufacturers can harness the benefits of OptiMSM, Balchem’s leading brand of MSM, alongside collagen to pave the way for new product developments that deliver enhanced efficacy. A recent double-blind, randomized, placebo-controlled trial compared the effects of collagen supplements with or without MSM on markers of skin health, demonstrating that this powerful combination provides superior results. The study found that by the end of a 12-week period, the groups receiving collagen showed significant improvement in skin density and wrinkle depth compared to both their baseline and placebo, regardless of MSM addition. However, benefits like increased skin thickness and hydration were only seen in those taking both MSM and collagen. Furthermore, while collagen alone did reduce skin roughness, this effect was notably greater in the groups receiving both MSM and collagen. These findings present new formulation opportunities for brands looking to expand their nutricosmetics offering with quality and science-backed solutions."
Gender-specific collagen products are experiencing growth, despite gender-neutral collagen products dominating dollar share within beauty supplements," reports Audrey Ross, ND, MH, Senior National Educator, Country Life Vitamins. "Country Life’s 50+ Maxi-Hair Skin & Nails, tailored for mature adults, is seeing initial success, highlighting the trend towards more personalized beauty solutions." Ross adds that collagen and sea buckthorn are increasingly popular for enhancing skin health. "Both are likely gaining traction as the trend of beauty from the inside out rises, emphasizing internal health for a youthful, radiant complexion. Verisol Bioactive Collagen Peptides, which is found in products like Country Life's Maxi-Collagen 7000 and Maxi-Skin Collagen + C&A, has been shown to increase dermal collagen levels by 60% in just 8 weeks with a daily intake of 2.5 grams. Sea buckthorn’s antioxidants, omega fatty acids, and vitamins enhance skin hydration, elasticity, and regeneration."
For another proven ingredient, Antonio Vendrell, Marketing Director, Bioiberica, spotlights hyaluronic acid (HA): "This is where our star ingredient, Dermial, comes in. As the first HA matrix ingredient for skin and beauty, Dermial has been shown to deliver nourishing and moisturizing properties to support in the maintenance of healthy skin at only 60 mg a day. Dermial is composed of three naturally-occurring components: HA (60-75%), glycosaminoglycans, and collagen, and a recent scientific study has revealed that it has a unique ‘glow’ effect. The 12-week, placebo-controlled clinical trial involved 60 healthy women between 35 and 65 years old and revealed that supplementation of Dermial at 60 mg a day can increase skin brightness by 20% at six weeks, and almost 34% at 12 weeks. Researchers also observed a statistically significant difference in wrinkle reduction between the Dermial group and the placebo group after only six weeks...For brands looking to innovate in the skin health market, Dermial can bring all the benefits of HA and more, creating exciting opportunities to tap into key trends in the skin and beauty space."
Priti Gandhi, NOW Cosmetics Scientist, also spotlights HA. "NOW Solutions has a topical Hyaluronic Acid Firming Serum as well as a Hydration Rescue supplement that includes a clinically validated form of hyaluronic acid, called Hyabest."
Also talking topicals, Christine Allmer, Director of Marketing, Desert Essence, says, “From a beauty product perspective, formulations that help to strengthen and repair the skin's natural barrier are in high demand. Ingredients like ceramides, hyaluronic acid, and natural oils are gaining popularity for their ability to enhance skin health and hydration, which is why Desert Essence has just introduced new two new skincare essentials: Desert Essence Moisturizing Ceramide Cream and Desert Essence Moisturizing Ceramide Cleanser."
Gandhi adds that plant-based ingredients like bakuchiol, which is a plant-based retinol-alternative, and ceramides have started to play a greater role in skincare formulations. "This is because they work to offer skincare product users deep nourishment and protection from environmental stressors without the use of harsh chemicals. Bakuchiol is clinically demonstrated to reduce the appearance of dark spots and wrinkles as effectively as retinol, with a better skin tolerance. It helps even skin tone, reduces appearance of fine lines, and helps soothe skin without causing dryness or irritation."
Focus on haircare
Scalp care is top beauty concern, as consumers search for solutions to achieve healthy hair, says Gandhi. "Ingredients like solubilized keratin, which can help to maintain full and lustrous hair, and also help the skin to retain its youthful moisture and elasticity, as well as battle the signs of aging. NOW Solutions Clinically Advanced Hair, Skin & Nails features Cynatine HNS, a revolutionary patented and bioavailable form of solubilized keratin that can help maintain full, lustrous hair and nails that are strong and flexible."
Ayla Beauty Founder Dara Kennedy adds, "I highly recommend scalp treatments that can be left on the hair to address excessive hair loss and encourage healthy hair growth. Corosolic acid, which comes from the leaves of a plant called Eribotrya japonica, has been shown to inhibit the production of DHT, a hormone that causes hair loss. It has also been shown to increase the production of proteins that stimulate hair growth."
Personalized hair health solutions also are in high demand, with top beauty supplement brands focusing on this area, says Ross. "Products like Country Life’s Maxi-Hair & Scalp Rescue, formulated with Keranat to support keratin production, and Maxi-Hair 50+, featuring CynatineHNS to improve hair strength and reduce shedding, are popular. The use of GLP-1s like Ozempic, which can lead to nutrient deficiencies and hair loss, may be driving interest in tailored nutritional solutions for maintaining hair health and preventing hair loss."
