Beauty-from-within industry rich with delivery format potential, experts highlight

17 Dec 2021 --- The beauty-from-within trend is opening up the cosmeceutical space for more expansion potential and innovation with delivery formats, Lycored and Evolva discuss. 

“Looking at new product launches in this space, we observe a growing number of ‘multifunctional’ products addressing physical as well as emotional well-being, including mood, stress and lack of sleep, as well as appearance,” says Géraldine Blanc, head of marketing, Evolva.

The concept is in line with modern-day consumers who understand outer beauty as something intrinsically linked to inner wellness, notes Zev Ziegler, head of global brand and marketing, health, Lycored. 

“Beauty-from-within markets are growing worldwide, and there’s huge potential for continued expansion because consumers are increasingly open to the concept.”Delivery formats are a key source of innovation.

Diverse applications
Technology is being utilized for innovation within industry, observes Ziegler. “Ready-to-drink beverages, powder mixes and concentrated tonics and elixirs are among the new formats becoming more common.” 

A Lycored survey earlier this year revealed that 22% of UK consumers had purchased an ingestible skin care product over the past year. Almost 58% found the idea of a pill or supplement for their skin appealing, he adds. 

As men enter the cosmeceutical space, Ziegler stresses it is not an industry exclusively for women. 

“In fact, one of our consumer surveys found that men were significantly more open to the concept of ingestible skincare than women. Three quarters (74%) of the men surveyed said the idea of taking a supplement for skin health or beauty was normal, compared to 58% of women.”

Another emerging trend for beauty-from-within is the possibility to combine premium quality topical applications with oral supplements, says Blanc.

Holistic approach
A significant driver behind cosmeceuticals is increased consumer awareness of the connection between beauty and overall health, notes Blanc. 

“Today, ‘beauty’ is a holistic body concept that goes far beyond the superficial aspect of the skin epidermis and hypodermis and is now more considered as a result of balanced and ‘better-for-you’ dietary habits.”

Ziegler notes the importance of what beauty-from-within emphasizes: that skin health starts from the inside and is linked to a range of emotional and mental factors, as well as nutrition. 

“A ‘healthy glow’ is a key goal for 72% of skincare consumers and that they understand the concept in holistic terms – as a quality with emotional and mental elements which can only be achieved through the right balance of ‘external’ and ‘from-within’ factors.”

Sustainability is important for consumers when choosing their products.These trends are also linked to sustainability concerns that consumers have, adds Blanc. “As sustainability becomes mainstream, we see a need for sustainable ingredients reaching all fields of nutra ingredients, cosmetic and personal care industry, and as a matter of fact the cosmeceutical space.”

Blanc’s observations reflect the “Shared Planet” Top Ten Trend by Innova Market Insights, outlining that health of the planet is now the top concern of consumers.

Future market drivers
Looking ahead, Blanc says further research and NPD will continue to drive innovation in the space.

“A strong business driver is a growing science around the so-called ‘gut-brain-skin axis’ which has not yet revealed its full potential in terms of research.” 

Furthermore, Blanc highlights another key focus of interest for consumers is the healthy aging space. In fact, the beauty industry itself is making a turn toward “healthy aging” as opposed to “anti-aging” to steer away from negative connotations of the natural process of aging. 

Global brands are also seeking to take advantage of AI, spearheading digital beauty innovation and giving rise to advanced e-commerce, cosmetics tech and “phygital” solutions.

By Andria Kades