Biotin Water Hair, Skin & Nails expands US distribution amid rising beauty-from-within NPD demand

14 Jun 2021 --- Functional water brand 2T Water is expanding the reach of its Biotin Water Hair, Skin and Nails. The product range is now sold across Publix Supermarkets in the southeast US region.

Biotin Water Hair, Skin and Nails is touted as “the first” beverage that delivers 300 mcg biotin per 16 oz with zinc and folic acid included in the proprietary formula. 

The beverage line has five flavors: pomegranate, mango peach, grape elderberry, lemon ginger, and watermelon cucumber. 

Moreover, it contains zero sugars and zero calories as it is sweetened with monk fruit and erythritol. 

Nakia Russell, marketing director, 2T Water, notes: “This new introduction of Biotin Water gives consumers more locations throughout the southeast to purchase Biotin Water. We expect to continue increasing our footprint even more throughout the year.”

2T Water was founded in 2012 and focuses mainly on healthy beverages.

Growth for functional beauty
The ingestible beauty segment is rising fast with Innova Market Insights noting a 52 percent growth in dietary supplements featuring skin health claims (CAGR 2018-2020). 

In Europe and LATAM, one in five supplement launches has a skin health claim, while Skin, Hair and Nails continues to evolve as an ingestible beauty subcategory. Hair, Skin and Nails showed a 15 percent growth in softgel, capsules, tablets and powders NPD from 2016 to 2020.

Biotin Water Hair, Skin and Nails is a biotin infused beverage that includes zinc and folic acid in its proprietary formula.Biotin Water Hair, Skin, and Nails is formulated to ensure the body is properly hydrated while enjoying the many benefits of B7, often considered the most overlooked vitamin, the company says. 

Rodney Wells, vice president of operations at 2T Water, says the partnership with Publix Supermarkets allows more consumers to enjoy the benefits of biotin. 

“Not until now have they been able to experience a beverage that hydrates and has functional benefits for hair, skin and nail.”

Beauty-from-within market
The space is seeing increased NPD, as consumer demand from functional foods and supplements that benefit the skin grows.

Vit Health launched a vitamin and supplement line that addresses a host of concerns from immunity and mental health to beauty-from-within.

Vital Proteins launched a range addressing women’s health, collagen and beauty, which the company identifies as trending segments.

Other offerings include Youtheory’s collagen-rich products, CosmaxBio’s hydrangea extract ingredient and Monteloeder’s anti-pollution ingredient.

By Kristiana Lalou