Ingestible skin care is going mainstream, and millennials are particularly likely to embrace the category, according to new consumer research by Lycored. 

The survey—conducted in 480 consumers in the U.K. and in France—found two-thirds of consumers said they see the concept of taking a supplement for skin care as normal. Moreover, millennials are more likely to have used an ingestible skin care product than older age groups.

Two thirds (66%) agreed with the statement, "The idea of taking a supplement for skin health or beauty is normal." Only 14% of survey respondents said the idea was "not normal." 

Forty-three percent of Millennial consumers (those aged 18 to 35 years) said they used an oral product to benefit their skin health at some point, compared to 39% of those aged 36 to 49 years, 23% of those aged 50 to 69 years, and 14% of those aged 70 years or older.

The survey also explored barriers to the category. Among respondents who had never taken a pill or supplement for skin care, 46% said the main reason was: "It seems to make more sense to apply a product to my skin." The second most commonly cited reason—cited by 32% of respondents—was: "I wasn't aware I could achieve the same skin care benefits by taking a pill or capsule." These barriers were least likely to be cited by the Millennials who were surveyed, suggesting awareness of the potential of ingestible skin care is highest among younger consumers.  

Zev Ziegler, head of global brand and marketing, health at Lycored, said, "Ingestible skin care—once seen as a niche category—is rapidly heading for the mainstream. Consumers, particularly those under the age of 35, are increasingly recognizing the benefits of supplementation for healthy, resilient skin. There's a very clear generational shift in favor of ingestible skin care, and with further work to inform consumers we can achieve even more."

Lycored recently launched a #rethinkbeautiful campaign aimed at making the ingestible skin care category more mainstream by challenging traditional attitudes to beauty. 

Additionally, the company will showcase its supplement-ready carotenoid blend Lycoderm™, which promotes healthy, resilient skin, at Vitafoods Europe, May 9-11.