While there is still a place for single ingredient SKUs, more consumers are gravitating toward multi-benefit formulations for their perceived value and synergistic benefits. CosmaxNBT has introduced a new platform that captures cross-category demand by pairing things like beauty + functional nutrition or women’s cycle + skin.
According to the contract manufacturer, multitargeted products enhance consumer outcomes and simplify routines—driving brand loyalty and repeat purchase.
Through consumer and sensory research, pilot runs and stability testing, CosmaxNBT’s internal data shows that multi-targeted products enhance consumer outcomes and simplify routines—driving brand loyalty and repeat purchase.
“We have an internal sensory team, and they conduct the sensory research that is aligned with our customer’s needs,” said Jay Ahn, CEO of Cosmax NBT USA. “Moreover, we catch the up-to-date trends not only globally, but also [regions such as] the U.S., China and Korea.”
He added that through bench-to-pilot scaling, the team has accelerated stability to ensure what consumers prefer is also manufacturable and compliant.
Trending multi-benefit formulations
CosmaxNBT’s internal research has revealed several hybrid formulations. Ahn told NutraIngredients that the company typically caps most multi-benefit formulas at 2-3 primary outcomes with 1-2 secondary supports, in order to ensure efficacious dosages and clean, readable labels.
Beauty-from-Within
Aligning with Korean beauty trends, CosmaxNBT launched its Kwellness formats aimed at retail partners like Olive Young USA.
“K-beauty has evolved from ‘look good’ to ‘look + feel good,’ integrating mood, gut health, sleep and immunity with beauty benefits,” Ahn said. “This ‘inside-out’ positioning aligns with global wellness trends and expands VMS target audiences beyond traditional supplement buyers.”
Sports Nutrition
For active individuals looking to optimize their fitness routines, CosmaxNBT offers formulations that stack creatine with other supplements to support metabolism and enhance pre- and post-workout benefits. For example, beta-alanine and creatine together can boost endurance and reduce fatigue, and creatine and collagen combined can improve joint health and overall recovery.
Skin Health + Acne
Inspired by Codex Labs—the plant-biotechnology company focused on skin-gut-brain-biome solutions for skin conditions—CosmaxNBT is now formulating solutions that target acne via the gut–skin axis. Probiotics are becoming a focus for acne support due to their potential to reduce inflammation, balance the gut microbiome and support the skin barrier.
Gut Health
CosmaxNBT developed and commercialized Zeta Probiotics technology that reportedly increases intestinal survival rate and adhesion ability of probiotics.
Mental Health
By pairing sleep aids with beauty actives or nootropics with eye health nutrients for focus and acuity, the company is aiming to address cognition with benefits that extend into beauty support and neuro-visual needs. Ahn noted that one combination that addresses attention + eye comfort is citicoline + lutein/zeaxanthin, which he said really resonates with knowledge workers and gamers.
Women’s Wellness
CosmaxNBT recognized that women require more than just a blanketed product marketed to females. To meet this demand, the company is covering the full female life cycle—including PMS, pregnancy, postpartum and menopause. One way it is addressing this is by launching Respecta, a blend of patented probiotics (Lactobacillus acidophilus La-14 and Lactobacillus rhamnosus HN001) and bovine lactoferrin. The combination has been shown to increase beneficial bacteria and remove harmful bacteria in the vaginal tract.
Trending combinations for women
Ahn told NI that some of the biggest opportunities he identified for women are formulations that address life-stage solutions via mood, metabolism and beauty-from-within.
Zooming in, he noted life stages such as perimenopause and menopause are a growing focus for women, highlighting holistic stacks that address mood, sleep, thermal comfort and body composition together, along with clean labels, botanicals backed by human data.
Another hormonal area of interest is cycle-aware support, with PMS/PMDD comfort, skin-cycle care and iron-smart formulations, adding that “tolerability matters.”
Aside from hormonal support, beauty-from-within is another area that is doing particularly well. Ahn said female consumers are leaning into formulations that focus on hair growth and skin firmness, adding that one winning combination involves pairing structural proteins with antioxidants and microbiome support.
Metabolic and GLP-1 combinations are also attracting female consumers, with Ahn noting a focus on companion nutrition for satiety, lean mass and micronutrient sufficiency. One example he provided is protein, creatine, magnesium and B-complex.
The market for supplements designed to support the vaginal and urinary microbiomes is also experiencing significant growth. Fueled by increased awareness and the rising prevalence of vaginal infections, uro-vaginal synbiotics and cranberry proanthocyanidins (PACs) stacked with D-mannose are one combination that address this growing area, Ahn said.
Multi-benefit formulas and personalized nutrition
By consolidating multiple ingredients into a single, more personalized formula, consumers are targeting specific health goals while simplifying their daily regimens and avoiding “pill fatigue.”
With a growing interest in both personalized nutrition and multi-benefit formulas, Ahn said there is a link.
“Consumers want personal results without complex regimens,” he explained. “Multi-benefit products act as a ready-made base layer that covers common co-morbid or adjacent needs (e.g., stress + sleep, skin + gut, joint + bone). Then, consumers ‘top-off’ with modular add-ons (e.g., iron, creatine or probiotics) based on life stage. In practice, this blends simplicity with self-tailoring, which is why brands see adoption among both new and experienced users.”
