The growing beauty-from-within market: Benefits beyond skin deep
In this article, Dr. Ariati Aris, Scientific Affairs Specialist for the global palm phytonutrient supplier PhytoGaia, discusses the key trends impacting this market today.
How how has the beauty-from-within category changed over the last decade?
“A major change has been the rise in collagen supplements, which are claimed to improve skin elasticity and reduce the appearance of wrinkles. The addition of collagen supplements to one's daily routine has become increasingly popular. They are available in a variety of forms, including powders, capsules and liquids.
"With the rise of clean label phenomenon, there has been a significant shift towards natural and plant-based ingredients in beauty-from-within products. Consumers are increasingly looking for products that are free from synthetic ingredients and chemicals, and instead contain natural, whole-food and plant-derived ingredients.
"Finally, the beauty-from-within market has become more inclusive, with a wider range of products and messaging that appeals to a diverse audience. This includes products for different skin types, ages and ethnicities, as well as a focus on promoting overall wellness rather than just external appearance."
Who are the key consumers in this market and how has this evolved?
"The key consumers of this market have evolved over time and they can now be categorized into several groups.
"Women: Women have traditionally been the main consumers of the beauty from within market, as they are typically more concerned about their appearance and aging. However, as the market has expanded, men have also become a significant consumer group. This shift towards a more gender-neutral market has led to the development of products that cater to both men and women.
"Millennials and Gen Z: The younger generation of consumers is also becoming increasingly interested in the beauty from within market. They are more health-conscious than previous generations and are looking for products that promote overall wellness and a healthy lifestyle as well as natural and clean ingredients..
"Baby Boomers: The aging baby boomer population is a another key demographic for the beauty from within market. As they age, many are looking for ways to improve the appearance of their skin, reduce the signs of aging and maintain their overall health.
"Athletes: Athletes and fitness enthusiasts are another important consumer group for the beauty from within market. They are interested in products that can help them maintain optimal skin outlook reduce skin inflammation and promote overall health."
What are the most popular ingredients in this market and why?
"Collagen is a protein that is naturally present in the skin, bones, and connective tissues of the body. Collagen supplements are popular in this market because they are believed to improve skin elasticity, hydration, and firmness.
"Hyaluronic acid is a natural substance that is found in the skin and helps to maintain hydration levels. It is often used in skincare products to improve moisture retention and reduce the appearance of fine lines and wrinkles.
"Vitamins such as vitamin C, vitamin A and especially Vitamin E are essential for healthy skin, and deficiencies in these vitamins can lead to various skin problems. Vitamin C and E are powerful antioxidants that help to protect the skin from free radical damage while Vitamin A also known as retinol, is key for cell growth and is often used as a topical antiaging treatment.
"Probiotics are beneficial bacteria that are found in the gut and they can also be beneficial for the skin, as they help to reduce inflammation, fight off infection and improve the skin barrier function.
"Squalene + Tocotrienol Complex is a novel synergistic complex of plant squalene and tocotrienols, extracted naturally from sustainably-sourced palm fruits. It was developed by PhytoGaia specifically for oral and topical skin beauty. Squalene and tocotrienols are used widely and individually in the topical and oral cosmetic products.
"However, not in a combination yet. Hence, it is the first and novel natural plant-based brand ingredient with these two synergistic phytonutrients as a complex, specifically developed for both topical and oral skin beauty formulations."
What are the key challenges of working in this market?
"Consumer Awareness is a key challenge. Many consumers are still not aware of the benefits of beauty from within products or may be sceptical of their claims especially for new and novel ingredients. As a result, companies in this market may need to invest in education and marketing efforts to increase awareness and build trust.
"Efficacy is another challenge. While there is some evidence to suggest that certain beauty from within products can be effective, there is still much that is unknown about how these products work and what their true benefits are. Companies in this market may need to continuously invest in research and development to ensure that their products are effective and supported by scientific evidence. Human clinical studies are the highest standard of research to validate or substantiate health claims and also provide the consumer with confidence.
"The beauty from within market is becoming increasingly crowded, with many new companies and products entering the space as well as imitations and generics. Companies must differentiate their products via unique selling points or attributes and invest in marketing and advertising to stand out in a crowded marketplace.
"Consumer preferences for beauty from within products may vary widely depending on factors such as age, gender and geographic location. Companies in this market may need to conduct extensive market research to understand these preferences and tailor their products accordingly via a targeted consumer demographic approach."
