Astaxanthin is a potent antioxidant with the potential to aid eye, brain and cardiovascular health, among myriad other applications. Despite the wide array of possibilities, marketers are urged to focus on a short list of benefits to better earn consumer trust. Available in cracked and uncracked powders, oil extracts and microencapsulated, gelatin-coated beadlets, the vivid red carotenoid offers delivery format versatility. As with many ingredients, unique formulation considerations are dependent on extraction, degradation and delivery. Takeaways include: *Astaxanthin may benefit areas such as immune health, inflammation, anti-aging and sports nutrition. *The carotenoid's versatile delivery formats facilitate innovation in supplements, foods or beverages. *Astaxanthin's potent antioxidant properties allow for the use of smaller doses in finished products.