What is driving the holistic beauty trend?

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What is holistic beauty? How wellness, science, and transparency are redefining skincare (Getty Images)

Consumers are shifting from a surface-level view of beauty to a more integrated approach that connects wellness, lifestyle, and self-care

An upcoming webinar from NutraIngredients and CosmeticsDesign will explore how the beauty-from-within movement is reshaping consumers’ approach to skincare.

Expert participants will dive into the latest developments in neurocosmetics, cellular health, and the gut-skin axis, spotlighting how internal wellness, brain-skin signaling, and microbiome balance are redefining beauty.

Building successful brands in beauty-from-within

According to senior research analyst at Mintel Shiyan Zering, who will be speaking during the webinar, consumers are raising their standards and learning scientific terms, which is pushing brands to improve on transparency and research.

Zering told NutraIngredients in advance of the webinar that many consumers lack trust in supplement efficacy, with Mintel data showing nearly half of non-users doubt supplements work. They are also demanding stricter regulations, placing their faith in brands that provide third-party clinical trials, not just in-house testing.

Therefore, it is the brands that share transparent data, use independent testing, and highlight real consumer experiences that are able to build credibility.

Zering says that winning brands are able to combine science-backed research with clear, simple communication, while offering multifunctional solutions such as those that support beauty, digestion, mental well-being, and overall health.

Combination products for beauty and longevity

Premium supplement brand Hech is one brand looking to offer combination products that are able to serve the holistically minded consumer.

It won the 2025 NutraIngredients Beauty-from-Within Product of the Year award for its NADH & Saffron Bioactives Emerald Elixier - a supplement that combines NADH, saffron, chasteberry, and collagen peptides to enhance cellular function, optimize metabolism, support skin and connective tissue health, and harmonize hormones.

Dr. Steffen Wegener, head of product development at Hech, will be participating in the webinar to discuss how combining beauty and longevity ingredients is able to maximize results by addressing both physical appearance and mental load.

Wegener told NutraIngredients: “People are looking for more than just a beauty supplement now.”

Microbiome-focused beauty

The gut-skin axis is an increasingly popular area of both scientific research and consumer interest, and as holistic health continues to trend, there is an increased interest in how gut health affects external appearance, with many seeking natural ways to enhance skin health through diet and biotics .

Gallinée creates skincare that combines prebiotics, probiotics, and postbiotics, focusing on supporting the skin microbiome to strengthen natural defenses, regulate inflammation, and maintain moisture balance.

Dr. Marie Drago, founder, will be joining the editorial webinar to talk about the importance of caring for the body’s bacteria across face, body, scalp, intimate hygiene, oral care, and gut-focused supplements.

While microbiome science is emerging and clinical studies remain complex, Drago told NI that she sees opportunities in exploring new prebiotics, postbiotics, and innovative delivery systems, planning to further innovation through its partnership with Shiseido’s research center.

The gut-skin-brain axis

The microbiome and the skin–brain axis is an increasing area of research in the cosmetics industry, with British multinational company Unilever identifying neurocosmetics as a growing area of holistic beauty in recent research and one that could have “major implications for future product development”.

The clinical study identified neurocosmetics as a transformative development in dermatology and cosmetic science, finding that the microbiome interacted with the skin-brain axis, influencing inflammation, barrier integrity, and psychological stress.

The researchers noted that by targeting skin–brain axis, neurocosmetics are able to combine neuroscience, dermatology, and psychodermatology to improve both skin health and emotional wellbeing, stating that “commensal-derived postbiotics and short-chain fatty acids produced by skin microbiota may impact neuroinflammation and psychological stress.”

Jason Harcup, chief R&D officer of beauty and wellbeing at Unilever, will be joining the webinar to discuss how microbiome-targeted skincare may help manage sensitive or stress-affected skin, and how neurocosmetics are able to work by acting on the skin’s neurosensory system to modulate stress, mood, and skin responses.

Unlock the future of beauty-from-within

Discover the science and innovation shaping holistic beauty trends at the webinar on Sept. 17,2025, at 3 p.m. Join leading experts as they explore nutricosmetics, neurocosmetics, the gut-skin axis, and emerging wellness-forward solutions.