Nature’s Bounty gives beauty supplement makeover with new format, more biotin

By Danielle Masterson

- Last updated on GMT

Getty Images /  Jonathan Storey
Getty Images / Jonathan Storey

Related tags Beauty from within

With gummies leading the charge in the beauty supplement, Nature’s Bounty is introducing a new jelly bean format that the company said is the future of hair, skin and nails supplements.

Nature’s Bounty Optimal Solutions recently unveiled Advanced Hair, Skin & Nails Jelly Beans. The fruit flavored jelly beans contain keratin and twice the amount of biotin as the brand’s original formula the company debuted back in 2013. 

Format update 

Developed by the same experts who brought Hair, Skin & Nails gummies to life seven years ago, the Advanced Hair, Skin & Nails Jelly Beans includes 6,000 mcg of Biotin to support healthy hair, glowing skin and strong nails, along with keratin and vitamins A, C and E.

“Just as we reshaped the future of supplements in 2013 when we launched Hair, Skin and Nails Gummies, we do this by bringing together our consumer insights, R&D, product development and other teams to evaluate our portfolio, and ensure we’re addressing shopper needs,” ​explained Aileen Stocks, General Manager, VMHS, The Bountiful Company. “This format change is exciting since it’s a first for the beauty community.”

The category is here to stay 

According to a o 2020 CRN Survey​, 22% of consumers reported taking supplements to support hair, skin and nails nutrient gaps.

NB HSN Jelly Bean 3

Stocks told NutraIngredients-USA​ that beauty is more tied to health and wellness than ever before. 

“And you’re seeing it across the space – whether its influencers or beauty magazines or products themselves – the idea that beauty starts from within ones’ self very much remains a strong and powerful narrative for the category. In fact, studies show beauty consumers are shifting from the ‘self-care’ to ‘well care’ mindset, with consumers purchasing vitamins and supplements as a key strategy in managing their physical health. We’ve also seen men seeking a product to address their hair, skin and nails nutrient gaps,” said Stocks.

Indeed, while the target demographic is primarily women, more and more nutrticosmetic products are popping up as the category continues to grow overall. 

As more brands like Nature's Bounty develop new product lines, Market Research Future predicts this will fuel the market growth. Their global forecast predicts a 5.51% CAGR in 2025, with the global market expected to reach a valuation of  $8,349.2 million by the end of 2025.

 “We’re excited to offer a format that’s completely new to consumers and are proud to once again help shape and build the trajectory of the category, as we expand our beauty supplement footprint," ​added Stocks.

Advanced Hair, Skin & Nails Jelly Beans are available on Amazon now and are slated to hit the shelves at Walmart, CVS, Kroger and more later this summer.

Beauty from Within Webinar

Please join us on July 22, 2021 as NutraIngredients-USA and CosmeticsDesign peel back the skin on nutricosmetics. Our expert panelists will take a deep dive into the science of ingredients like collagen and biotin, and examine what other ingredients are emerging. You can register for this free event here​.

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