Is your product portfolio ready for a glow-up? Top tips for seizing opportunities in the nutribeauty space
Spokesperson: Antonio Vendrell, Marketing Director at Bioiberica
The beauty-from-within market is not just thriving – it’s morphing into a powerhouse of potential. And as the category evolves, so is the nutribeauty 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.1 So, why the shift? Today’s health-conscious consumers recognise that by adopting a proactive approach to skin, hair, and nail health, they are actively contributing to their overall mental and physical wellbeing – and they can achieve this from the "inside out."
With the market brimming with innovation possibilities, how can brands broaden their horizons to resonate with today’s beauty-from-within buyers? In this article, Antonio Vendrell, Marketing Director at Bioiberica, reveals four top tips for innovators aiming to stand-out in this ever-competitive environment. Read on to learn how to give your beauty supplements a glow-up.
1. Nutricosmetic formats are ‘changing face’, and so should you
Conventional beauty-from-within solutions, like capsules, remain a firm favourite for many. Nevertheless, some formats tend to capture consumer attention (and delight their taste buds) more effectively. Take gummies, for example. The global gummy category has experienced rapid growth – witnessing a 54% rise in product launches between 2017-2022.2 Viewed as tasty, "fun" and easy to consume on-the-go, gummies are poised to continue flourishing in the edible beauty realm. However, there is also rising interest in other novel food formats and beverages, such as dairy products, fortified teas, and ready-to-drink shakes. So, if you are in this space, dare to think outside the "pill box," but whatever you do, make sure your product can be seamlessly incorporated into consumers’ daily routines.
2. Change your language
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.
This is just a snapshot of the key learnings highlighted in The Nutricosmetics Report from Bioiberica, a market intelligence report brimming with observations, data and wisdom. If your beauty-from-within products are ready for a glow-up, download the report now for the full insights – including the top four trends shaping the future of the market and expert tips for seizing new opportunities.
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.
