The Slovenian liquid collagen products manufacturer recently partnered researcher and beauty brand expert, Jennifer Carlsson at Mintoiro, to conduct independent research on the nutricosmetics market and the brands within it. The research includes 468 brands from all over the world that sell at least one nutricosmetics product.
The research indicates that a key nutricosmetics trend is that for ‘skinmalism’, in which consumers are increasingly taking a minimalistic approach to skincare, and nutricosmetics fit perfectly into this trend.
This approach is characterised by using only a few essential products that target specific skin concerns, based on the idea that less is more and that using fewer products can is less overwhelming for the skin.
However, looking at the numbers, the industry is far from being minimalistic. According to research, the global nutricosmetics market is projected to grow at a CAGR of 8.1% during the forecast period from 2020 to 2027. The market is expected to reach USD 12.85 billion by 2027.
Patricija Bajc, head of marketing at Tosla, points out that this shift to minimalistic approach to beauty is an ideal opportunity for nutricosmetics.
"The idea behind it is to use fewer products which can help reduce the risk of irritation, sensitivity, and damage to the skin, as well as minimize the impact of skincare on the environment," she explains.
"Skinmalism also emphasizes the importance of taking a holistic approach to skincare, such as maintaining a healthy lifestyle, staying hydrated, and eating a balanced diet. By simplifying your skincare routine and focusing on the essentials, skinmalism aims to help individuals achieve healthy and radiant skin with minimal effort and impact. That’s where nutricosmetics come in—a hot topic in the beauty industry.
"Nutricosmetics is the future of the beauty industry, offering a holistic approach to skincare and body care that promotes health and beauty from within. While large cosmetics companies may be hesitant to embrace it at the moment, there is a growing number of smaller brands that understand the importance of offering their customers solutions, they are looking for."
This trend for fewer products is also leading to premiumisation as consumers to seek out high-quality, multi-functional, and premium products that offer multiple benefits.
For example, Bajc says nutricosmetics that target sexual health, stress reduction, and overall wellbeing are becoming more popular among consumers, plus they are demanding scientifically-proven formulations to support the efficacy of these products.
"Nutricosmetics, which combine skincare and supplements, are becoming increasingly popular as they provide a more holistic approach to beauty, addressing skin concerns from the inside out," Bajc explains.
"As consumers become more focused on simplicity and effectiveness in their skincare routines, they may be willing to invest in high-quality and multi-functional products such as collagen supplements, even if they come at a higher cost.
"Therefore, the skinmalism trend may not necessarily result in a decrease in spending on skincare products, but rather a shift towards investing in premium cosmetics and nutricosmetics that offer multiple benefits and promote overall skin health."
And this minimalist trend extends to packaging too. The brand's recent market research indicates that packaging for both beauty and wellness brands has become increasingly minimalist over the last years, especially for brands appealing to millennials - the primary packaging style is a monochrome pastel colour with simple typography.