From anti-aging to healthy aging to beauty from within, it could be argued that few markets have experienced as much evolution as nutricosmetics.

Ingestible products intended to benefit hair, skin and nails, nutricosmetics were traditionally sought by consumers for their anti-aging benefits—namely, reversing physical signs of getting older, like wrinkles or thinning hair.

In a welcome shift for industry, consumers later changed direction and began seeking products that could help them age more gracefully … versus avoiding the aging process altogether.

Today, the nutricosmetics market has expanded to welcome consumers who believe achieving glowing, radiant skin and strong hair and nails starts from within and is grounded in good nutrition.

Expected to reach $11.4 billion by 2027, according to Brand Essence Market Research, the global market for nutricosmetics is growing as it evolves, driven by consumer trends, product innovation and effective ingredients.

Several influences are behind the burgeoning beauty-from-within market:

1. Beauty from the inside out

Consumers are connecting the importance of a healthy diet to a healthy, glowing appearance.

A 2021 Lycored survey, “Back to life: Beauty and self-care in the post-pandemic world,” showed consumers’ “focus on beauty—and its relationship to diet—increased during lockdowns,” explained Zev Ziegler, head of global brand and marketing for health at Lycored. “As a result, one in three (32%) said they would purchase more ingestible skin care products going forward.”

This builds on previous Lycored research showing 64% of consumers believe a healthy glow is most likely created by balancing “from within” and “external” factors, Ziegler said. “Consumers today are extremely receptive to using nutraceuticals to help ensure they look as well as feel great,” he said.

Mike Hughes, head of research and insight at FMCG Gurus, agreed. “Focus has moved away from appearance being associated with beauty and, instead, with health, which is why the concept has shifted from anti-aging to healthy aging,” he said. “This is driving demand for nutricosmetics that blur the boundaries between traditional beauty products and medicine products.”

Products that combine beauty-from-within benefits with joint health and healthy aging, among others, can answer the demands of the market, Lindsey Carnett, CEO and president of Marketing Maven, advised.

2. A product for everyone

Another trend driving renewed interest in the beauty-from-within category? “They really are for everyone,” Ziegler suggested.

Nutricosmetics “don’t see skin color, race or age—they only see us at a cellular level,” he explained. “Our most recent consumer research found that modern consumers really respond to products that do not target particular skin tones and colors, with 73% of U.S. respondents agreeing that they offer a platform for inclusivity.”

This trend is further supported by a growing spectrum of ages taking part in beauty-from-within supplements—namely, younger consumers. “Where in the past this market catered to an older crowd searching for anti-aging remedies, today, younger consumers are acutely aware of the effects of aging on their appearance and are pursuing solutions a lot earlier,” Elyse Lovett, vice president of marketing at Nutrition21, said.

In fact, Lycored research showed 44% of consumers under age 35 have taken a skin care supplement.

“As a result, beauty and cosmetics brands are increasingly adding nutricosmetics products to their portfolio, fueling greater awareness across all demographic groups,” Ziegler said. “That’s only going to increase demand in the months and years ahead.”

To continue reading this article, visit the full version in the “Nutricosmetics radiate health from within” digital magazine.

Rachel Adams joined Informa’s Health & Nutrition Network in 2013. Her career in the natural products industry started with a food and beverage focus before transitioning into her role as managing editor of Natural Products INSIDER, where she covered the dietary supplement industry. Adams left Informa Markets in 2019.