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Food ingredients drive growth in beauty supplements

As Japanese cosmetics giant Shiseido partners with a food ingredient supplier for the launch of its “inner wellness” division, food-based extracts are playing a defining part in beauty-from-within supplement launches in Asia and beyond.

This year, a new crop of beauty from within products is hitting the market, targeting improved skin, hair and nails, which is being tied to mounting consumer curiosity over the impact food and diet can have on an individual’s appearance.

“Beauty supplements is a fast-paced category and it has grown even more since the pandemic, reflecting the fact that people became more and more aware about the connection between food and the health of their skin,” said Andriana Bantra, senior insights analyst for EMEA health and beauty at market intelligence firm Kantar.

“Rising consumer awareness that certain foods have hair and skin care benefits is leading to greater curiosity with respect to this space, and in turn this is impacting the type of products that are being launched.”

Shiseido partners with food firm for inner beauty division

Japanese cosmetics giant Shiseido announced the launch of its new ‘inner beauty’ business division back in September last year, partnering with Tsumura Group, a large player in the drug processing business, and Kagome, a business that is renowned for its tomato-based food products, together with a broader range of vegetable-based foods.

The partnership resulted in the launch of the Shiseido Inner Wellness brands last month, with a product rollout expected to begin in Japan this year, and further plans to take the business Asia-wide in 2025.

Leaning on Kagome’s expertise in vegetable processing and extraction, the first products to hit the market under the umbrella will be a range of three ampoule drinks, named Inryu, which carry anti-ageing, skin barrier, and skin brightening claims.

Other new product launches incorporating food ingredients in beauty-from-within products emphasise how the trend is a global phenomenon that is playing out in other major markets like the US and across Europe.

Collagen peptides: the search for vegan alternatives

While collagen peptide has proven to be one of the leading ingestible beauty ingredients thanks to its skin replenishing attributes, the fact that it is animal-derived is contrary to growing demand for vegan formulations.

In response to this, a growing number of ingestible beauty products are featuring fruit or vegetable extracts instead of collagen, as part of efforts to meet the needs of a wider consumer base.

One example of this is Viviscal Hair Growth supplements, which lists acerola cherry extract for antioxidant support, as well as millet seed extract to strengthen by naturally promoting collagen in the hair shaft.

Welleco Daily Green supplements

Another example of a beauty supplement that includes a wide number of food ingredient extracts is Australian brand Welleco’s Daily Green Powdered Supplements range, which contains acai, rosehip, pomegranate, goji berry, grapeseed, and beetroot.

Fronted by supermodel Elle McPherson, the brand’s supplement range has been expanded recently to touch on a broad range of claims that include gut health, detoxification, stress, increased energy, and a healthier immune system.