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Brands that can deliver multi-functional solutions proven to work will be best positioned to capitalize on a growing category.
By: Mike Montemarano
September 3, 2021
Orally administered nutricosmetic products that confer health benefits from the inside out continue to star within the broader beauty and personal care marketplace. As consumers recognize the link between nutrition and appearance, demand for natural and clean label products that deliver tangible results for hair, skin, nails, and more stand on strong footing. Meanwhile, cosmeceuticals, or topical cosmetic products with science-backed bioactive ingredients are well positioned to meet the needs of evolving consumer needs and preferences. The synergy of these oral and topical product types equates to a sizeable market ripe with opportunities. “The demand for herbal and natural cosmeceuticals have increased in the last two years in products like skin serum, day cream, safe sunscreen, home peels, ‘maskne’ breakout treatment products, and hair care products,” said Shaheen Majeed, president worldwide, Sabinsa. “We’re also seeing demand grow for microbiome-friendly products for skin and hair. In addition, the younger generation is becoming more conscious about nutrition and phytoactive benefits, and are looking for specific ingredients that are beneficial for their skin, hair, and gut in their cosmetic products.” “Consumers have come to understand that supplementing with oral nutricosmetics along with their topical regimens provides synergistic benefits,” said Tim Hammond, vice president of sales and marketing for Bergstrom Nutrition. “A vibrant and healthy appearance is a priority, and many recognize that inside-out self-care enables them to look and feel their best.” Market analysts expect a period of healthy growth and development in the years ahead. According to Nutrition Business Journal, sales of supplements in the “hair/skin/nails” category—currently the fourth-largest condition-specific market—increased 7.2% from 2019 to 2020. NBJ projected growth to increase to 9.9% in 2021. While sales for makeup may have declined during the pandemic as businesses closed and people stayed home, skin care regimens changed, but they remained a priority for people. Approximately one third of consumers participating in a study by istyle Japan said they increased their spending on skin care, said Tomoyo Takamatsu, of Kewpie Corporation’s Fine Chemical Division. As consumers adapted their skin care regimens to their personal circumstances, they did research about what they could do and achieve at home, said Sébastien Bornet, vice president of global sales and marketing, Horphag Research. “Many of them explored new products and ingredients that could give them the benefits to at least maintain the investment they’ve made in their skin. Many of these consumers discovered Pycnogenol or increased their participation in products containing Pycnogenol. The science was a significant draw. Numerous studies have shown Pycnogenol French maritime pine bark helps promote a healthy glow and reduce over-pigmentation, such as brown spots, for a more even complexion.”
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