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Consumers are concerned about what they put in and on their bodies. Here’s a look at the newest beauty supplements from innovators in this rising space.
By: Christine Esposito, Melissa Meisel
September 3, 2021
The wellness category remains healthy even during a pandemic. Global sales of fitness, nutrition, and a variety of related products and services totals $1.5 trillion and is growing 5-10% a year, according to a study by McKinsey & Company. In a recent survey of 7,500 consumers in six countries, McKinsey found 79% of respondents said wellness is important, and 42% consider it a top priority. Moreover, consumers in every market reported a substantial increase in the prioritization of wellness during the past two to three years. According to McKinsey’s Future of Wellness study, consumers view wellness across six main categories: better health, better fitness, better nutrition, better sleep, better mindfulness, and better appearance. Appearance primarily involves wellness-oriented apparel but also beauty products like skin care and collagen supplements. Under the wellness umbrella, many indie beauty brands are striving to address issues like acne and hair loss—even sleep and mood—through ingestible products. When it comes to improving one’s appearance in 2021, it is no longer just lather, rinse, repeat—but sip, chew, and swallow. Taking It From The Top Thicker, stronger, and longer strands remain a priority among consumers, and marketers and retailers are joining forces to deliver ingestible options. HAIRtamin’s best-selling Advanced Formula and Gummy Stars will be part of the program in Ulta Beauty stores across the country. Founded by Leyla Milani and Lilly Ghalichi—best friends and beauty influencers with more than 7 million followers combined—HAIRtamin’s founding mission is to make consumers love their hair again, with “thoughtfully-sourced” plant-based formulas featuring clinical strength biotin along with a unique, bioavailable super antioxidant complex in just one capsule a day. “One of the great things that came out of the pandemic is the realization of just how important our health is,” Milani told Beauty I&O. “Consumers are more proactive with their wellness journey these days and retailers are taking note too by expanding touchpoints within their stores to offer a variety of wellness products—particularly, supplements.” “What’s important to consumers when it comes to a beauty gummy is that it actually works, because unfortunately, many don’t,” she added. “There are so many pretty, Instagrammable vitamin gummies on the market but most don’t deliver on their promise. Reason for this is that it’s nearly impossible to get more than a couple of ingredients into a gummy and at the right dosage for it to actually do anything in the body and for it not to taste awful and impossible to chew.” HAIRtamin Gummy Stars contain vitamin B6, which has been found to reduce hair loss especially in cases of alopecia. Studies show accelerated hair growth, thicker structure, and increased smoothness. This product also features annatto to protect the scalp with its potent antioxidant properties that help to combat free radicals and oxidative stress from the environment, as well as vitamin A to encourage glands to produce healthy sebum. Meanwhile, HAIRtamin Advanced Formula contains vitamin C to boost collagen, essential for hair health; turmeric, an anti-inflammatory ingredient that helps reduce hair loss; and zinc to help prevent hair thinning, shedding, and clear the skin to prevent acne breakouts. Also for hair is the new Vegamour GRO+ Advanced Gummies. According to the company, the gummies are the first hair vitamin that harnesses the therapeutic power of broad-spectrum hemp for thicker and fuller hair. Aside from hemp oil, the naturally fruit-flavored vegan gummies also feature biotin, folic acid, zinc, and other beneficial vitamins and minerals, giving hair what it needs to flourish and shine. Atlantic Coast Brands is best known in the beauty industry right now for its leading hair growth product for women, Keranique. This year, the brand has expanded into nutritional beauty with its new KeraViatin Hair & Scalp Health Supplement. This blend of vitamins, minerals, and nutrients supports “beauty from within” to help promote hair strength and supports scalp health, said the company. KeraViatin is fueled by curcumin, found within the turmeric root, one the most potent and scientifically researched antioxidants. This exclusive formulation is full of some of the most hair-healthy vitamins, antioxidants, and minerals to support hair growth from root to tip.
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