In Australia, the Hong Kong-based H&H Group has launched the products under the brand Swisse Nutra exclusively in pharmacy chain Chemist Warehouse.
Aside from beauty-from-within, products under the Swisse Nutra range also support cognition, energy, joint mobility, and metabolism by targeting cellular health.
The focus on cellular health and longevity is due to new scientific evidence showing how healthy ageing begins at the cellular level - including supporting mitochondrial energy to help cells function optimally and reducing oxidative stress.
“The overarching goal for Swisse Nutra is to establish the brand as the clear market leader in cellular nutrition and healthy longevity, setting a new science-led standard for proactive wellbeing in Australia.
“The ambition is to build and own this emerging category - educating consumers, expanding the portfolio across different categories and making advanced, clinically informed cellular nutrition accessible to consumers,” said the company.
In the US, UK, and France, it has launched six products under the brand Aurelia—an evolution of probiotic skincare brand Aurelia London that sells products such as cleanser, moisturiser, serum, and deodorant.
The Swisse Nutra range
In Asia-Pacific, nine products targeting three main segments of cellular beauty, cellular nutrition, and healthy longevity, were launched under the brand Swisse Nutra.
The cellular beauty range specifically looks at hydration and hair growth needs.
Cellular Skin Hydration, for instance, is said to relieve dryness and support epidermal repair on its label.
The capsule supplement contains ceramosides as the hero ingredient. Sodium hyaluronate is also added to increase skin hydration, alongside vitamin C in the form of sodium ascorbate for supporting collagen formation, epidermal skin repair, and acting as an antioxidant.
Cellular Hair Growth Men and Cellular Hair Growth Women - two other products from the beauty range - are said to reduce hair loss and enhance hair growth, and enhance hair growth and strength respectively.
The former contains pumpkin seed oil as a key ingredient and the latter contains ceramosides.
“By targeting the cellular pathways linked to energy, beauty, metabolism and longevity, Swisse Nutra delivers deeper, more meaningful health benefits than traditional supplements, positioning the brand as the next generation of wellness,” said the company.
Its healthy longevity range, on the other hand, consists of SKUs such as Cellular Energy which contains the quercetin ingredient Quercefit and nicotinamide for enhancing energy and relieving fatigue.
Cellular Metabolism, another product under the longevity range, contains the ingredient Berbevis Phytosome - a form of berberine clinically shown to improve berberine absorption.
The Aurelia range
The six beauty supplements launched under Aurelia target hair, skin, and nails through a patent-pending formula known as ETERNACELL.
The formula includes ergothioneine, trans-resveratrol derived from Japanese knotweed, niacinamide, and zinc.
Depending on the function, each SKU pairs ETERNACELL with synergistic ingredients to achieve the intended results.
The product Absolute Beauty, for instance, claims to promote lasting skin resilience and reduce signs of aging through the combination of ETERNACELL and retinol.
Hair Revive, on the other hand, claims to promote hair fullness and improve hair strength and volume with the use of ETERNACELL, Keranat - a proprietary millet seed extract by French ingredient firm Robertet, and copper.
Collagen Revive is said to promote a reduction in fine lines and wrinkles while improving skin texture, firmness and elasticity via ETERNACELL, vitamin C, and VERISOL—collagen peptides supplied by ingredient firm Gelita.
The other three products in the range are: Skin Perfection which utilizes vitamin C and fermented wild bilberry extract SEPITONE by Seppic; Hair Perfection which also contains Ceramosides; and 3-in-1 Perfection for skin, hair, and nail.
Ceramosides is a wheat extract supplied by Seppic and is said to be rich in phytoceramides. Findings published in Cosmetics in 2017 reported that Ceramosides significantly increased skin hydration in a 60-day placebo-controlled trial.
Starting from the cell: Next-gen beauty proposition
The company believes that beauty through cellular vitality is a next-generation beauty proposition, and is in line with what consumers are looking for, especially in mature markets like the UK where the products are launched.
“In the UK, cellular supplements are gaining traction as they align closely with consumers’ growing interest in holistic wellness and preventative health,” Pascale Laborde, global chief sustainability officer at H&H Group, told NutraIngredients.
“Shoppers are increasingly looking beyond surface-level skincare and traditional beauty products, seeking solutions that work at a deeper, more biological level.
“Cellular supplements - often positioned around cellular energy, repair, and longevity – speak directly to this demand by promoting benefits such as improved skin vitality, resilience against ageing, and overall wellbeing from the inside out,“ she said.
The UK market, in particular, is more aware of concepts related to cellular health, such as mitochondrial health, antioxidants, nicotinamide adenine dinucleotide (NAD+) support, and cellular regeneration.
“Consumers see these supplements as credible, advanced ways to maintain both health and beauty.
“Positioned at the intersection of nutrition, skincare, and wellness, cellular supplements also benefit from the broader UK trend towards personalisation and functional ingredients, meeting demand for products that are not just cosmetic but address the root causes of ageing and skin concerns,” she said.
In the UK, the products are sold via direct-to-consumer (DTC) channel, while the focus is on pharmacies in France, and both DTC and Amazon in the US.
