Do all nutritional supplements consumed, or all topically applied products provide optimal benefits? Bioavailability and uptake in the body are key factors. A lot depends upon how well they are absorbed along their delivery route. Bioavailability encompasses availability, absorption, retention and utilization of nutrients. Absorption in the body is a key factor for the nutrient to be biologically effective. Innovative phytonutrients that enhance nutrient bioavailability in the gastrointestinal tract, or improve their topical permeation, are described.