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The connection between the beauty and active nutrition categories is strengthening in an era honed in on holistic health and wellness.
By: Mike Montemarano
September 3, 2021
Beauty-from-within and sports/active nutrition, two leading categories in the dietary supplements landscape, are closely intertwined. Fitness is on-trend among people of all ages, and experts believe consumers have a better understanding about the influence that exercising can have on appearance, beyond general health and wellness. For active consumers, modern conceptualizations of beauty entail a certain degree of athletic prowess; “new beauty” projects health, strength, and radiance from within. Beauty today is a component within a broader view of wellness. “Fitness has been extremely on trend recently, and even with recent gym closures people have been incorporating a number of ways of staying active. The rising fitness trend is influencing the natural beauty category,” said John Tobin, president and CEO of AMH Pharma Development Group and NutraFood Science Delivery System. To meet that trend, brands should adapt to this modern beauty influence with “clean label bioactive ingredients that are backed by science and new innovative on-the-go delivery formats such as Oral Thin Film Strip Melts, gummies, soluble powders, and drinkable botanical beauty supplements for greater simplicity.” Sales are lower for the traditional cosmetics market, and this downward trend has continued since early 2020, said Steve Fink, vice president of marketing for PLT Health Solutions. “This is not the case in the nutricosmetics beauty market which tends to focus more on health as a driver than just appearance. That has helped fuel growth in the cosmeceutical market, and the U.S. is now catching up with the rest of the world in this category.” Form & Function The goal of achieving well-being by balancing physical, mental, and emotional health needs is highly appealing to a broad range of consumers. Brands are campaigning to attract consumers from both the beauty and fitness arenas at once with lifestyle products that promote health and more resilient looks. Consumers hope to achieve beauty without relying on artificial ingredients. Instead, they are turning to exercise and nutraceuticals to achieve natural enhancements not just to form, but also to function, according to Mayumi Honma, manager, sales & international, at Vitamin C60 BioResearch Corporation. “In addition, with the growing interest in environmental issues and SDG [sustainable development goals] initiatives, the popularity of natural cosmetics which was already quite high in the past has been growing even higher.” Companies are challenged to make cosmetics in forms as close to nature as possible, and this trend now applies to packaging and manufacturing as well, she noted. On that note, Honma said that achieving efficacy comparable to artificial ingredients with natural alternatives to surfactants, solubilizers, and sometimes emulsifiers is one of the leading challenges when maintaining a clean label. “Even though functionality of natural cosmeceuticals should be claimed in natural beauty products, most of the ‘natural’ ingredients work very mildly and it is often hard to see efficacy clearly. Therefore, another challenge in formulating cosmeceuticals is to select naturally-derived ingredients that have high functionalities.”
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