The Nutri-Beauty Market is Looking Fine

What’s driving growth in this trending space? Find out! Plus: Experts forecast where the market will go next.

Nutri-beauty, nutricosmetics, beauty-from-within, ingestible beauty—the sheer number of names for this space is a testament to both its novelty and its popularity. What kind of numbers are we looking at? A Research and Markets report projects that the U.S. nutri-beauty market will reach $8.3B by 2027, growing at a CAGR of 7.4% over the period 2020-2027 (1).

Offering company research to back this up, Zev Ziegler, Head of Global Brand and Marketing, Health, Lycored, shares: “In our most recent survey, we found that 22% of UK consumers had purchased an ingestible skincare product over the past year. Furthermore, nearly six in 10 found the idea of a pill or supplement for their skin appealing. It’s an incredibly exciting time for nutri-beauty markets, largely because consumers—especially in younger age groups—are increasingly open to the concept of ingestible skincare.”

That makes sense to Jacqueline Rizo, Digital Engagement and Communications Specialist at Stratum Nutrition. “Consumers are willing to invest a great deal into improving their appearance and looking younger,” she explains, adding that this is great news: “Increased consumer knowledge on product ingredients, through online research, has given consumers a greater understanding of the relationship between consumed supplements and the health benefits they provide from the inside out, which has become a market driver for the industry.”

That knowledge isn’t just driving awareness, says Linda Persaud, Brand Marketing Lead, NeoCell—it’s providing entry points. “We see consumers coming into the market seeking specific benefits when there are new trigger points, for example hair health needs or specialized skin benefits. Consumers are becoming more ingredient and benefit savvy, not looking for a fix-all supplement, but one that works with their own needs.”

Another factor impacting this market: “The pandemic has also spurred people to invest in self-care, and cosmeceuticals are part of that equation,” says Tim Hammond, VP Sales & Marketing, Bergstrom Nutrition. “We have seen a greater understanding among consumers that what we put inside our bodies has multiple effects, including appearance. In response, brands are developing formulations with ingredients that work toward the initial desired effect, as well as providing additional benefits.”

Not only are cosmeceuticals part of the equation, they’re the result of that equation, according to Sébastien Bornet, VP Global Sales & Marketing, Horphag Research: “Pandemic restrictions and lockdowns changed skincare routines as those who invest in their skincare couldn’t get facials and other services. That changed their skincare regimens and how they shop for products. More consumers were, and still are, doing research about what they can achieve at home. Many are exploring new products and ingredients that can give them the benefits to maintain the investment they’ve made in their skin.”

That investment is highly worth it, according to Dr. N. Kalyanam, President, R&D, Sabinsa Corporation. “Skin, the largest organ of the human body with an area of nearly 2 square meters, constituting nearly 5-8% of the body weight, is often called the brain outside the body,” he explains. “It continuously counteracts external assaults from UV as well as chemical, biological, and microbiological insults. Aging has its deleterious effects on skin appearance, as does a polluted atmosphere. Healthy skin appearance is important socially and is a barometer of internal health.”

However, not all of this growth is going in the right direction. Paula Simpson, Founder, Nutribloom Consulting, told WholeFoods that there are places where formulators can fall down—and she says it’s hurting the market: “While it is true the market has exploded in the past few years, this rapid influx of products has somewhat mitigated market credibility. For example, sub-therapeutic or ‘rushed’ formulations along with over-generalized claims can overwhelm the consumer and lead to short life spans for brands. Those who root themselves in innovation and nutri-beauty market trends and take the time to execute a well-tailored and approachable brand will be best positioned for long term success and consumer loyalty. I see too many companies trying to do it all versus focusing on their unique point of difference for this market. Companies can also do a great job on the science and research but fail to effectively engage the consumer when marketing and communicating their brand message. These are two common areas I see where brands may struggle in the nutri-beauty market.”

 

Beyond Beauty: 3 Top Targeted Benefits

The appeal of nutri-beauty isn’t just the general idea of looking better. As Persaud noted, it’s often about having a particular pain point that customers are looking to soothe. Some important areas worth talking about with your customers:

1. Liver Health. “When it comes to beauty-from-within,” says Brian Zapp, Marketing Director, Applied Food Sciences, “it’s hard to look past our liver. In fact, our liver plays one of the most prominent roles in the outward appearance of our bodies because it filters and eliminates toxins from within our bodies. At a basic level most consumers understand the notion of ‘you are what you eat.’ But what that’s really implying is that our outward appearance can easily mirror what is going on inside. For example, think about how much diet or stress can impact skin health. Whether it is excess hormones or other chemical toxins, our liver’s job is to effectively remove these pollutants from the body. But our liver requires the right ingredients to assist in this biotransformation process, called glucuronidation. Without an efficient system, toxins can build up in our bodies and have a major impact on the health of our skin, hair, and nails.” To help in this area, Zapp recommends D-Glucarate: “It’s the principal phytonutrient the liver utilizes to bind with toxins and make them water-soluble. Once bound, toxins are less likely to damage our cells, and our body can more easily remove them.”

2. The Microbiome. “The gut-skin connection is becoming increasingly clear,” says Samantha Ford, M.S., Business Development Director at AIDP. “The gut acts as a major line of defense for the rest of the body. An imbalanced gut environment can lead to suboptimal function of the intestinal barrier. As a result, unwanted toxins can be produced, absorbed into the bloodstream and accumulate into the skin. This can cause inflammation, degradation of collagen and elastin and unhealthy skin appearance.”

AIDP offers BeautyOLIGO, a galactooligosaccharide (GOS) prebiotic intended to support healthy skin appearance. “BeautyOLIGO helps to optimize the gut environment by stimulating the growth of beneficial bacteria and hindering the growth of harmful bacteria,” Ford shares. “BeautyOLIGO’s unique mechanism of action supports skin health via gut-axis, enhancing collagen function in the skin and improving skin hydration and skin tone. BeautyOLIGO is FDA GRAS and recently obtained Health Canada approval with qualified claims.”

There are particular groups of people for whom this might be more important, notes Steve Holtby, President & CEO, Soft Gel Technologies, Inc. (SGTI). “The potential for the gut microbiota to affect health has a particular relevance for older individuals. Researchers have shown a potential link between healthy aging and a healthy gut. Maintaining the diversity of your gut as you age is a biomarker of healthy aging, just like low-cholesterol is a biomarker of a healthy circulatory system. Lower fiber intake leads to a decrease in microbiota diversity, which may be detrimental to gut health. Skin problems are often a reflection of internal health of the body and can be an expression of digestive disturbances, leaky gut syndrome, sluggish liver function, poor detoxification, toxic overload and general poor health. Skin problems can also be as a result of allergies, hormonal imbalances, poor nutrition, or dehydration.”

Ford’s take: “Increasing awareness around the gut-skin axis will likely continue making room for new solutions, such as prebiotics and synbiotics. Natural herbs, plant-based products and organics are estimated to grow in this space in our opinion.  Younger consumers have been seeking these items in the personal care space for some time, and it will likely translate into the supplement space. We are also looking at how to incorporate both ingestible and topical solutions in a synergistic way.”

3. Oral Health. The mouth is a “gateway to the rest of the body,” Rizo says—but she also calls it a “constant battleground.” Why? “On a daily basis, billions of invading bad bacteria attempt to displace the natural and beneficial bacteria of the mouth, teeth and gums.” That bacteria can include strains that cause black teeth staining. Stratum offers BLIS M18, which supports dental health: “Two recent studies, one in vitro trial and one clinical trial, investigated the effects of BLIS M18 on black teeth staining and found that BLIS M18 is effective in inhibiting bacteria that cause black teeth staining,” Rizo shared. “Both the probiotic BLIS M18 and its cell-free supernatant have been shown to be effective in controlling the action of chromogenic bacteria that cause black dental stains. Present in 1-20% of children and adults, black dental stains can be removed by professional cleaning but usually recur. BLIS M18 was shown in a recent in vitro study to inhibit two of the bacterial species that cause the black stains to form on teeth. In a companion clinical trial in children, BLIS M18 was shown to discourage the recurrence of the black stains after removal by professional cleaning.” BLIS M18—and Stratum’s other oral probiotic, BLIS K12—are both strains of Streptococcus salivarius, which secretes antimicrobial molecules called Bacteriocin-Like-Inhibitory-Substances, or BLIS. Both are considered good bacteria to have in the mouth.

Embracing skinimalism

“Consumers are moving towards more minimalistic routines,” Bornet says. “Shorter routines that incorporate ingredients with science-backed versatile benefits for the skin and overall body are on the rise.” And, in his opinion, this is as it should be: “It is important for consumers to focus on developing an overall wellness approach as healthy skin is not the result of quick fixes.”

Rizo is seeing the same. “Beauty culture worldwide seems to be taking something of a ‘back to foundations’ approach,” she says. “In the past, beauty has been about changing looks or concealing problems using makeup, surgeries and other interventions. Today, the focus has shifted to improving the skin using products that improve health and therefore the appearance of skin through the use of nutricosmetics.”

Holtby notes that this is a more complex movement than a simple unwillingness to use too many products: “Consumers are seeking out fewer but better products, and are placing a greater emphasis on products giving both value and values. This trend has also led to an increase in interest in natural lifestyle and beauty products. There is an increasing concern with the environmental impact of our cosmetics (both how they are made and their impact once they have been used), and also growing concern about what goes on our skin. This is a great opportunity for the nutraceutical industry.” Fewer products that do more equals greater benefits to the skin and to overall health, with a smaller environmental impact—and nutri-beauty has the power to make that happen.

8 Trends to Watch

Where will we go from here? Our experts predict eight trends:

1. Multifunctional. Hammond expects this trend to continue. “In 2021, we already saw a growing interest in collagen boosters and skin hydration options, as well as achieving multiple health benefits in a single supplement. We anticipate that brands will continue to work toward launching products that enhance both beauty and overall wellness.” Hoping to take advantage of these trends, Bergstrom has three projects in the works, exploring: the effects of OptiMSM plus marine collagen; the effects of OptiMSM on hair, skin, and nails; and the efficacy of OptiMSM in reducing hair loss and stimulating hair growth.

Simpson agrees: “For years the nutri-beauty market was focused on direct claims for skin health, hair, nails. Moving forward, formulations will include health factors that, when healthy and balanced, influence outer appearance. The gut-skin axis/microbiome movement is one area in which I see nutri-beauty products growth opportunities.”

Plus, Simpson notes, this trend is particularly strong in relation to collagen. “For a few years now, collagen has worked alone, but there are other important ingredient players that should be included and marketed to promote healthy skin connective tissue, including many that have been on the market along with collagen for years. I expect to see these come into the limelight. Also, as more people are adopting plant-based diets, plant-based collagen from marine sources and botanicals are hitting the market.”

2. Inclusivity. “In all beauty markets, one of the most important concepts right now is inclusivity,” says Ziegler. “In recent years, with the launch of brands like Fenty, manufacturers have got a lot better at meeting the needs of the full range of their customers. This is an area where nutri-beauty can really come into its own. Nutraceuticals for beauty don’t come in different shades and only ‘see’ us at the cellular level, offering exciting opportunities for inclusivity. This was highlighted in our most recent survey, in which 73% of Americans surveyed agreed with the statement: ‘Products that provide the same benefits for people of all skin tones offer a platform for inclusivity.’”

Simpson seconds this. “It’s for all skin types,” she says. “Through inclusive beauty trends, ingestible formulations may also diversify to support the health of different skin types, gender and ages.”

3. Anti-Pollution. This area isn’t just fighting aging—it’s fighting the effects of pollution. “Tying into topical beauty sector growing demand for anti-pollution and protective skin and haircare,” Simpson says, “nutricosmetic ingredients have the opportunity to potentially support these claims.”

Michael Smith, M.D., Director of Education & Spokesperson for Life Extension, also feels that nutri-beauty will establish itself as much more than just an anti-aging category. “There is opportunity for companies to expand on skin concerns that dive deeper than just mitigating the effects of aging on skin. For example, how environmental pollutants, oxidative damage, and having high blood sugar can damage skin. With these more advanced skin concerns there is a need for increased consumer education. The mechanisms behind the skin concern as well as the sometimes-complex ways in which these targeted nutrients work—communicating this information to consumers is important in relaying the product benefits. Often, a change in one’s skin care routine takes weeks or months for the full benefits to emerge, and consumers need to understand this as we live in an often ‘quick-fix’ world.” One option Dr. Smith points to: The patented, clinically studied ZeroPollution from Monteloeder, which combines extracts of rosemary and olive leaf with lemon verbena and Japanese sophora flower, in order to bolster skin’s defenses against oxidative stress caused by pollution and exposure. Life Extension offers the ingredient in its Daily Skin Defense product, where it is combined with a rice-based ceramide that has also been clinically shown to improve skin hydration and appearance.

4. Nutri-Beauty for Men. Rizo suggests that the shift towards men will continue. “It shouldn’t be a surprise that men want to look their best, too. What we are seeing now is a shift from conventional marketing (as it pertains to beauty) to brands formulating products specifically for men. Over the next couple of years, and as more products for men enter the market space, we’ll most likely see a huge surge of content focusing on the education of men and beauty from within.”

5. New Delivery Systems. “Consumers of nutricosmetics tend to be willing to research and try new things,” Zapp opines. “Because of this, we notice brands seeking more experiential ways to reach their consumer. For example, broadening their delivery systems to include ready-to-drink beverages, gummies, stick-packs, or even effervescent tablets can be a great way to reach new customers. Therefore, we at AFS focus our innovations on the sensory experience improving solubility, texture, and flavor to help influence a more comprehensive range of products.” He points to AFS’ hemp heart oil, created in collaboration with Victory Hemp Foods, as an example of this. “Hemp seed oil is used a lot in cosmetics. But traditionally, it is processed using the shells of the seed, which contain tannins and chlorophyll, contributing to green color, pungent odor, and bitter notes. These sensory attributes are so overwhelming that they limit hemp seeds’ adoption in the market. Our product, V-ONE, solves this challenge by removing the outer shell of the hemp seed and skillfully pressing only the white hearts. The result is an oil that is clean, light, and flavorfully delicate yet nutritionally fully of fatty acids and mineral content.”

NeoCell’s Persaud, too, sees delivery systems expanding. “Though powders are very dominant in the collagen space, younger consumers are seeking more experiential forms like gummies, liquids, and soft chews. NeoCell Beauty Soft Chews are a tasty treat and an effortless way to have a little ‘me-time’ that is also good for you.”

6. Edible Skin Care. Rizo sees an expansion from supplements to food. “Consumers are becoming increasingly aware of the relationship between their nutritional food habits and their health. This demand for healthier foods and beverages, in addition to a growing need for convenience and naturality within the industry, has created a need for more functional food products. We can expect to see growth in this area as both the nutricosmetics market and the food and beverage market converge to meet consumer demand.”

7. Hair Wellness. “As hair thinning has been seen as a side effect of COVID,” says Simpson, “high levels of stress and environmental pollution have pushed hair wellness to the top for nutri-beauty products. Formulations will continue to build on the exact mechanisms of action, age, gender, and lifestyle factors that may contribute to poor hair health.”

8. Social Media Messaging. Social media expansion is providing a new, organic way for brands to grow. “We have observed increased interest in the NeoCell Liquid Collagen + C, driven by TikTok trends and ease of use,” shares Persaud. “This format also encourages creativity to experiment with fun and beautiful, social-ready recipes.”

Skin Care Basics

“Healthy skin is all about how you nourish it,” shares Bluebonnet’s Trisha Sugarek MacDonald. “There are smart, scientifically sound ways to care for and enhance your skin, and it all starts with loving yourself and treating your body well. For example, eating a balanced diet with adequate nutrition, drinking plenty of water, getting sufficient sleep and being physically active. However, there are many obstacles to keeping hair, skin and nails looking and feeling good, from genetics, sun exposure, and pollution to the aging process. External factors such as environmental exposures, sun exposure, smoking, poor diet, and internal factors like premature skin aging and poor antioxidant protection all impact healthy skin.

“Moreover, beautiful skin is associated with health and youthfulness, and aging, a process that comes to us all, noticeably affects our skin—gradually and progressively changing its look and feel,” Sugarek MacDonald continues. “The human body’s largest organ is its skin, and its main role is to be a protective barrier from external forces. Further, the skin reflects how we care for our bodies. External factors like cigarette smoking, excessive alcohol use, a non-balanced diet, dehydration, lack of sleep, and sun exposure only speed up the hands of time. The skin has three layers, the epidermis, dermis, and subcutaneous tissue, and with aging, there is a loss of hydration and the increased onset of wrinkles, laxity, and even hyperpigmentation. These characteristics are due to several factors. In the epidermis, there is a flattening of the dermis-epidermal junction, and cell turnover is decreased, giving skin the appearance of looking thin, rough, and dull. Moreover, in the dermis, 20% of the dermal thickness vanishes by old age since collagen, the main structural protein, loses strength and begins to fragment and degrade. This loss of collagen causes the skin to undergo noticeable changes regarding hydration, smoothness, and firmness. The major collagen types found in youthful skin are types I and III, in a near 80-to-20 ratio. As skin ages, this ratio reverses due to the loss of type I collagen, usually from chronic sun exposure. Sun exposure also reduces the elastin, glycosaminoglycan, and hyaluronic acid content of the skin, causing the skin to lose its elasticity and hydrated, supple appearance. While it is only natural that we age, why give in to the process when we can defy it? Having a routine external and internal skincare regimen is important, and it all starts with a balanced diet to help maintain collagen status, support healthy hydration, and improve antioxidant quality in the skin.”

In-Demand Ingredients

When considering products to stock, keep an eye out for these trending, research-backed ingredients:

Antioxidants. This category is broad, but important: “These nutritional supplements help in the upkeep of skin health by reducing oxidative stress and supporting healthy functioning of body proteins,” explains Dr. Kalyanam. Sabinsa, he says, offers several ingredients in this area: Saberry, a standardized amla extract; C3 Reduct ODN, colorless metabolites of curcuminoids; Pterocarpus marsupium extracts in the PteroWhite product line; and Rosemanic acid products up to 90% strength.

To this list we should add astaxanthin and glutathione, suggests Trisha Sugarek MacDonald, BS, MS, Sr. Director of R&D, Bluebonnet Nutrition. “Astaxanthin is a lipid-soluble carotenoid present in most red-colored aquatic organisms with a strong antioxidant capacity,” she says. “Its ability to neutralize free radicals has been shown to help smooth wrinkles, make age spots smaller, and help maintain skin moisture. It also helps repair and protect the skin from UV-induced oxidative damage.” On glutathione, she adds: “Glutathione is an important antioxidant and cofactor for enzymes due to its high electron-donating capacity, where it functions in various redox reactions, such as in the destruction of peroxides and other free radicals. An amino acid found in every cell of the body, glutathione is critical to preserving cellular integrity and for optimal skin health.”

Biotin. “Biotin functions within cells as a coenzyme for multiple reactions,” Sugarek MacDonald shares. “Hair is made of keratin, which is built from amino acids and is formed due to the reaction of cell enzymes and biotin. The biotin in your body contributes to the production of healthy hair and nails by providing an essential ingredient in hair growth.” Bluebonnet offers Biotin Vegetable Capsules as part of its Beautiful Ally line.

Collagen. “There are 28 different types of collagen, which comprises 60-80% of our connective tissues—cartilage, tendons and ligaments—and is also critical to the health of skin, hair, nails, eyes as well as the brain,” says Abdul Alkayali, VP Sales & Marketing, Certified Nutraceuticals. “Collagen is one of the building blocks of life, so it’s not surprising that there are innovative applications in the nutri-beauty space.”

Collagen, agrees Dr. Smith, “continues to be a powerhouse across multiple categories including skin, joint, and active nutrition. While powders still reign as the most popular delivery of this ingredient, there is opportunity for companies to break into the space with innovative delivery systems like gummies and novel collagen sources, such as marine-derived.”

One member of the marine-derived collagen space: KollaJell, a hydrolyzed jellyfish collagen from Certified Nutraceuticals. “Select wild-caught, edible jellyfish are a rich source of collagen types I, II and V that are essential for the health of skin (both the dermis and epidermis), eyes, organs, tendons and cartilage,” says Alkayali. “Jellyfish collagen also contains an abundance of macronutrients and minerals, plus all 20 essential and nonessential amino acids required for brain health and cognitive function. KollaJell holds approximately 200% more water than traditional collagens sourced from chicken sternum or eggshell membrane. This helps enable jellyfish collagen to retain greater amounts of protein and macronutrients during hydrolyzation, which breaks down the collagen into smaller peptides that the body can absorb. These components are what the body needs to protect and repair skin and other tissues.” The ingredient holds both a U.S. and a China patent.

KollaJell isn’t the only multifunctional collagen product on the market. Persaud notes that NeoCell is taking advantage of a link between sleep and skin—proper restful sleep equals less stress equals a healthier microbiome and healthier skin. “As consumers recognize these connections between benefits like beauty and sleep, they are seeking multi-function products like NeoCell Overnighter Collagen,” Persaud shares. “This 3-in-1 product has collagen to support skin, robust beauty ingredients to firm and hydrate skin and ingredients to promote nighttime restoration and restful sleep. It works with the body’s natural sleep restoration chronobiology.”

As the collagen market is growing, Alkayali adds, there’s more on the horizon. “The global collagen market is expected to expand at a 6-8% CAGR rate and to generate as much as USD 7.5 billion in sales by 2027, according to Grandview Research,” Alkayali says. “One of the big drivers of future growth is increasing awareness and recognition among consumers about the benefits of collagen for nutri-beauty products. Consumers increasingly understand the essential role of collagen for joint health, beauty and other applications. We believe new research showing the tremendous potential of new collagen sources as well as distinction between collagen types will help create more effective nutri-beauty products. We’ve also learned the importance of maintaining the right molecular weight through the manufacturing process for collagen to be bioactive in the body. Over-hydrolyzation can deplete collagen of the proteins and macronutrients responsible for health benefits.”

French Maritime Pine Bark. Offered by Horphag under the brand Pycnogenol, this ingredient is “nature’s super antioxidant,” according to Bornet, who explains: “Pycnogenol has several basic properties that qualify it as a premier skincare ingredient. The extract selectively binds to collagen and elastin to reduce the appearance of fine lines and wrinkles and has proven anti-inflammation properties. Pycnogenol is also shown to stimulate the production of hyaluronic acid and collagen. Numerous studies have shown Pycnogenol French maritime pine bark helps promote a healthy glow and reduce over-pigmentation, such as brown spots, for a more even complexion. We continue to build on this catalog showcasing Pycnogenol’s benefits for the skin. Most recently, a 2021 study found supplementing 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. Numerous studies have shown Pycnogenol French maritime pine bark helps promote various aspects of skin health all in one: a healthy glow, reduced over-pigmentation, increased hydration, and elasticity improvement.”

Hyaluronic Acid (HA). “HA has been shown in many clinical studies to be an essential component to healthy, youthful skin,” shares Holtby. SGTI is the maker of the branded HA ingredient Injuv. “In a pre-clinical trial conducted in Japan on 96 women, ages 22 to 65 years, Injuv was shown to increase skin smoothness and firmness. Hyaluronic acid helps to retain water and acts as a natural hydrator. Unfortunately, HA synthesis declines as we age. The HA found in Injuv has undergone a proprietary enzyme-cleaving technique which allows for the highest possible absorption. With its low molecular weight, Injuv is able to be absorbed by the intestinal tract, enter the bloodstream and move to its target sites. Another human clinical study evaluated the efficacy of Injuv hyaluronic acid complex in a soft gelatin capsule. The moisture content and pH of the skin’s surface were measured to assess the barrier function of the skin. After taking Injuv for 30 days, 52 subjects in the test group showed significant improvement in skin moisture without any adverse effects. Supplementation with Injuv can increase the hyaluronic acid (HA) content throughout the body—including the dermis. HA exists in both the dermis and epidermis, therefore Injuv moisturizes from the dermis to the epidermis (from deeper layer to upper layer).”

Keratin. Keratin is a protein found in the body, which aids in protecting and repairing damaged hair, skin, and nails, according to Sugarek MacDonald. “It is able to bond with hair in the body and has been shown to reduce hair loss from washing, improve hair strength, and improve the brightness and luster of hair,” she says. “It is capable of binding to the nail to improve strength and improve skin elasticity and moisture retention.” Bluebonnet offers Beautiful Ally Keratin Care, available in vegetable capsules.

AIDP is offering a keratin ingredient from Keraplast Natural Innovation: Keragen-IV, a powder form of vegetarian keratin. Ford explains: “Our newest beauty ingredient Keragen-IV is a next generation keratin, optimized for digestion and absorption. It boosts production of collagens IV and VII between the dermal and epidermal skin layers, targeting wrinkles, nail strength and hair follicle strength. Keragen-IV is very similar to human keratin. It promotes hair follicle strength which reduces hair shedding and is rich in cysteine to promote nail strength. This unique ingredient is backed by clinical research and has strong consumer response. It is vegetarian certified from a sustainable source and soluble, making it ideal for a wide array of products.” Those interested in learning more can head to www.WholeFoodsMagazine.com to watch the episode of The Natural View featuring Paul Sapsford, CEO of Keraplast, as he discusses this ingredient.

MSM. Methylsulfonylme