Beauty supplements have evolved beyond a niche category; consumers of all ages and demographics consider nutrients that support glowing skin, shiny hair, and strong nails to be an essential component of self-care. “Beauty routines are no longer just about what you put on your skin,” explains Jessica Arnaly, Senior Marketing & Business Development Manager, Balchem Human Nutrition & Health. “Today, it’s all about how you nourish your body from within. This shift towards an ‘inside-out’ beauty philosophy is driven by a growing recognition of the link between internal health and outward appearance. Beauty-from-within solutions like supplements and fortified foods have gone from being a nice-to-have to essential tools as part of this more holistic approach to wellness. And we’re not just talking about skin, hair, and nail support anymore—modern consumers want it all: multifunctional products that combine popular aesthetic benefits with other co-claims such as gut balance, mental well-being, and mobility.”
This has sent demand soaring. The analytics firm Markets and Markets expects the beauty supplement category to expand from $3.96 billion in 2025 to $5.76 billion in 2030.
While the market traditionally centered on anti-aging, that’s changing. “The term ‘skin anti-aging’ has become overused in recent years and is being redefined within a broader and more science-based framework: ‘skin health aging,’ or more popularly ‘skin longevity.’ This includes both the prevention and visible reversal of aging signs, but also a deeper focus on maintaining the skin’s biological function over time,” says Violetta Insolia, Ph.D., Business Development Manager, Bionap. “At the core of this shift is the concept of the ‘skin span’—the ability of the skin to remain functional, resilient, and visibly healthy for as long as possible. Skin immunity and inflammaging are also gaining attention as science links chronic low-grade inflammation to accelerated skin aging.”
Another area to watch: “Heading into 2026, the awareness of the role that probiotics as well as pre- and post-biotics play in all aspects of health will continue to rise, along with the research on them,” says Marie Parks, Ingredient Science Specialist, Stratum Nutrition. “Customers are starting to understand that there are more gut-linked areas of health than they initially thought—for example, gut-skin, gut-brain, gut-liver, etc.—so it is expected there will be an increased demand for these types of products.”
Social media also fuels interest in nutri-beauty supplements. “Millennials and Gen Z are especially driving demand. They’re ingredient-aware, science-savvy, and heavily influenced by social media,” says Lauren Clardy, Senior Director of Branded Ingredients, Maypro. “These younger consumers want more than cosmetic fixes; they’re looking for products that promote hydration, skin resilience, and healthy aging. Meanwhile, Boomers remain highly engaged, seeking solutions that help them maintain vitality and youthful appearance.”
Don’t forget the men; they have become major players in this space, adds Douglas Jones, Global Sales & Marketing, BioCell Technology. “Up to 50% of the shoppers in this category are men, according to an Industry Transparency Center survey. As we continue to spend more time at our workplace on camera, appearance is an important consideration for both men and women. Who doesn’t check the mirror before getting on a large Teams call? Retailers need to move their nutri-beauty sections out of the women’s health section and merchandise where both men and women shop.”
Awareness of the side effects of GLP-1 drugs—such as “Ozempic face”—also presents an opportunity, says Michael Anthonavage, VP of Innovation, Vitaquest. “The rise of GLP-1 use is resulting in new opportunities to counteract the adverse effects of dramatic weight changes, especially related to protein loss. Collagen, biotin, and antioxidants still anchor the segment, but growth is coming from multifunction formulas that promise ‘pretty-plus-performance.’”
In addition to multifunctional formulas, Anthonavage points to hyper-personalization: “By 2026, the hottest pillars will be longevity science, think NAD boosters, mitophagy activators and collagen protectors, along with leveraging the latest advancements in microbiome 2.0 stacks that blend pre-, pro- and postbiotics for inside-out barrier defense as well as supporting the gut-skin link. Hyper-personalized regimens powered by at-home genomic tests and AI recommendation engines will make consumer data the new active ingredient. Sustainability will be table stakes, with upcycled proteins and refillable formats expected, while celebrity-backed, dual-use products—for example beauty-plus-sleep, beauty-plus-protein—keep social buzz high. The winning play is to fuse longevity science, microbiome support and personalization into eco-credible, story-rich products consumers can rave about in fifteen seconds or less.”
Retailers are in a sweet spot to help customers cut through the noise and find products that deliver results they can see and feel. “Ultimately, consumers seek improvements in key areas such as hair and skin,” says Maggie McNamara, Vice President of Global Marketing, Gencor. “Offering clinically studied, bioavailable ingredients in appropriate dosages will expand this category and boost consumer results and confidence.” Read on to learn the ingredients driving demand.
21 Beautiful Ingredients
“Consumers have become more proactive about aging and are adopting long-term beauty solutions built into daily wellness,” says Abdul Alkayali, Vice President, Sales and Marketing, Longevity by Nature. “Collagen peptides, hyaluronic acid, antioxidant-rich botanicals, marine actives are among the most sought-after dietary supplements.” Here, a closer look at ingredients driving demand.
Alma extract: Amla extract helps protect skin from the damaging effects of free radicals and heavy metal‐induced oxidative stress. The branded ingredient Saberry from Sabinsa improves skin elasticity, hydration, and radiance.
Billygoat weed: Branded as HairAGE, this botanical has been shown to improve hair health for men and women, says McNamara. “HairAGE can reduce the appearance of hairline recession, regulate inflammatory response, and inhibit 5-alpha-reductase type in men. A study published in a reputable journal showed a significant decrease in hairline recession compared to the placebo group and a notable reduction in total prostaglandins in the active group compared to the placebo, further supporting the earlier in vitro mechanism of action and indicating a balanced inflammatory response for better hair health.”
Biotin: “Also known as Vitamin B-7, biotin is an essential nutrient most known for supporting healthy hair and skin,” says Julie Dennis, National Educator, Neocell. “Known as the ‘beauty vitamin,’ biotin combined with collagen and vitamin C can support radiant skin so you can embrace true beauty from within.”
Black seed oil: An adaptogenic ingredient branded as B’utyQuin contains fatty acids and bioactive components such as thymoquinone that contribute to skin lubrication and improved barrier function, says Liki von Oppen-Bezalel, Ph.D., Business Development Director, TriNutra. “Standardized to 3% thymoquinone with very low free fatty acids, B’utyQuin exhibits incredible potential in the hair and skin markets, both from the inside (supplement) and the outside (topical).”
Blood orange extract: Red Orange Complex (a branded ingredient derived from the juice of three Sicilian blood orange varieties) contains a unique combination of bioactive polyphenols—anthocyanins, hydroxycinnamic acids, flavanones—and ascorbic acid, says Dr. Insolia. “Backed by eight clinical studies and six in vitro trials, it has demonstrated the ability to improve skin hydration, elasticity, and radiance, reduce wrinkle depth, support extracellular matrix remodeling (collagen and elastin), decrease oxidative stress by increasing glutathione levels, and improve skin tone and reduce hyperpigmentation.”
Ceramides: Oral ceramides have solid clinical backing for improving skin barrier function and reducing trans epidermal water loss, says Clardy. Maypro’s HydroPeach is a white peach ceramide shown to promote smooth and radiant skin and can be used for both ingestible and topical applications.
Cherry blossom extract: Branded as Florabella, this botanical ingredient supports even skin tone, elasticity, and plays into the stress-beauty connection. Clardy says it inhibits production of AGEs that speed up oxidative damage, especially to connective tissues such as collagen and elastin. This prevents damage that can lead to skin wrinkling.
Collagen: “Collagen remains popular, but it’s now often combined with ingredients like hyaluronic acid, biotin, or adaptogens to offer broader benefits for hair, skin, and nails,” says Tina Tews, Personal Care Brand Manager, NOW. “For example, our Collagen Jelly Beauty Complex and Aquatic Beauty+ both offer a strong foundation for skin elasticity and strong hair and nail strength, and hopefully by next year we’ll be expanding the beauty collagen options with Verisol Collagen Beauty Complex Powder.”
Verisol has a unique hydrolyzed collagen peptide fingerprint that can help boosts the body’s own collagen production, notes Angie Rimel, Marketing Communications Manager, North America, Gelita. This can help improve skin elasticity, hydration, and surface structure, and visibly reduce wrinkles while strengthening hair and nails.
Additional collagen offerings include Pure Marine Collagen Peptides from Ingredients by Nature, sustainably sourced hydrolyzed marine collagen peptides (types I & II) available in capsules and powder. Neocell’s collagen uses enzymatically simplified bio-peptides derived from grassfed, pasture-raised bovine for superior bioavailability and absorption. And BioCell offers collagen in a 1 gram dose that is backed by multiple published human clinical trials, which support its safety, functional efficacy and bioavailability.
Copper Tripeptide-1: Branded as GHK-Cu, this peptide activates wound healing, stimulates collagen and elastin production, and protects against oxidative stress, says Beth Shirley, RPh, CCN, Founder, Libby Women. It’s also being explored for hair regeneration and tissue firming, positioning it as a multi-functional beauty bioactive.
Curcumin: This anti-inflammatory ingredient works to protect skin from damaging free radicals and support more even skin tone and texture. Gencor offers the branded ingredient HydroCurc, which features the dispersion technology LipiSperse to enhance the bioavailability of curcuminoids in the body.
Eggshell membrane: “Eggshell membrane is a natural powerhouse of components essential for healthy skin and joints including collagen, which could serve as an alternative to a bovine-source, and if the novel source also had an upcycled story, even better,” says Parks, noting that Stratum offers the eggshell membrane ingredient NEM.
Ergothioneine: “It is the only antioxidant that has its own transporter into the cell,” says Dr. Shirley. “It has an incredibly long half life so even small doses are effective in the long run. It used to be very expensive, but new ways of producing it are bringing costs down.”
French maritime pine bark extract: “Pycnogenol is a highly researched natural extract derived from French maritime pine bark, known for its unique profile of procyanidins, bioflavonoids, and phenolic compounds that deliver powerful beauty-from-within benefits,” says Sébastien Bornet, VP Global Sales & Marketing, Horphag Research (exclusive worldwide supplier of Pycnogenol & Robuvit). “Backed by over 160 clinical studies, it has been shown to help produce more collagen and hyaluronic acid within the skin, improve skin elasticity, and reduce visible signs of aging such as wrinkles, roughness, and discoloration.” He points to new research showing women taking Pycnogenol experienced a 13.6% reduction in cellulite after three months (see page 36 for details). In addition to its skincare benefits, Pycnogenol is clinically proven to improve hair density, decrease transepidermal water loss in scalp skin, and optimize resting flux of the scalp.
Hyaluronic acid: “Hyaluronic acid is a natural hydrating molecule that binds over 1,000 times its weight in water,” says Alkayali. Longevity by Nature’s HA 95 has a low molecular weight for higher absorption and bioavailability. It can support skin moisture, joint lubrication, eye health, and cell turnover, which he says is ideal for plumping and radiance. NOW also offers oral hyaluronic acid in its Hydration Rescue formula.
Nutritional yeast: This superfood is packed with B vitamins and amino acids that help support a healthy skin barrier, promote collagen production, and improve hair growth, says Antoine Vanhove, Product Manager and Nutritional Yeast Expert, Gnosis by Lesaffre. The company offers three varieties of Lynside Nutritional Yeast supplements fortified with additional beauty nutrients: Lynside Forte B is fortified with a high content of 8 B-vitamins, including biotin for strong hair and nails. Lynside Forte Zn provides a higher bioavailable source of zinc, a mineral shown to protect the skin against damaging free radicals and promote hair growth. Lynside Forte Se+ is a selenium-enriched yeast. Selenium can protect keratinocytes (the primary cell type found within the hair and nail growth zones)helping to limit strand loss and promote strong, healthy forms.
MSM: Methylsulfonylmethane (MSM) is a source of sulfur, an essential structural component of the building blocks of skin and hair, such as collagen and keratin, as well as the antioxidant glutathione, says Arnaly. “This makes the ingredient key to supporting the structure of skin and hair and helping protect them from oxidative stress damage. This fundamental role of MSM means the ingredient can be utilized to support a wide array of beauty concerns and trends. For example, in combination with collagen, MSM such as Balchem’s OptiMSM can improve skin hydration, making this perfect duo a powerful tool for consumers, while offering exciting opportunities to differentiate common collagen-based solutions.”
Olive leaf extract: This antioxidant ingredient, branded as Olea25, helps protect cells from oxidative stress and supports a healthy immune system. “Thanks to proprietary technology, Olea25 converts oleuropein into highly bioavailable hydroxytyrosol, delivering superior antioxidant performance,” says Alkayali. “It defends against the five most common types of free radicals.”
Palmitoylethanolamide (PEA): This fatty acid, branded as Levagen+, protects against inflammation and mast cell damage. “It acts as a hero for your skin, addressing imperfections like blemishes and redness, enhancing skin elasticity, and combating oxidative stress-related damage, resulting in a youthful, radiant appearance,” explains McNamara. “A recent study published in a reputable journal showed that Levagen+ is highly effective in supporting dry, itchy, and red skin compared to a similar cream.”
Prickly pear flower extract: This botanical is rich in anthocyanins and flavonoids that help promote hair growth. Bionap combines it with black rice extract in the branded ingredient Actrisave. In clinical trials, Actrisave has been shown to increase the percentage of hair in the anagen phase and improve the anagen-to-telogen ratio by about +45.7% at three months and +85.8% at six months.
Silicium: “Collagen doesn’t work in isolation—it requires essential cofactors to function effectively, with bioavailable silicium (aka silicon) playing a critical role,” says Clardy. “Silicium supports both the synthesis and structural stability of collagen. Without it, the body’s ability to produce, crosslink, and stabilize collagen fibers is significantly reduced, limiting the visible and functional benefits of collagen supplementation.” Maypro offers two next-generation, highly bioavailable forms of silicium—Mesoporosil and Bloosil—designed to support collagen production, skin firmness, hydration, and overall beauty-from-within benefits.
Zeolites: This group of porous minerals have detoxifying benefits to promote clear skin, says Dr. Shirley. Clear Drops Zeolite is a water-soluble, purified zeolite to support the body’s natural detoxification pathways by binding to positively charged toxins such as heavy metals, pesticides, and plasticizers. This helps remove toxins that contribute to acne, oxidative stress, hormonal imbalances, and skin inflammation.
4 Keys to Attracting Nutri-Beauty Customers
Share real life transformations. “Retailers need to ensure customers of the quality standards of the products and brands that they offer, and provide access to unbiased information to help them make a choice that is best for them based on the ingredients and dosing, not based on the aesthetics of the label or influencer they saw using it,” says Parks. One strategy she suggests: “Tap into customers’ emotions by sharing real-life examples and applications can also attract them as it can make the experience of using the supplement feel real and relatable. However, this needs to be done strategically as the space is currently overcrowded with embellished and/or untrue testimonials and product messages.”
Double down on benefits. “Retailers should also focus on multi-benefit supplements that include adaptogens, probiotics, or sleep support ingredients to appeal to beauty consumers seeking total mind-body wellness,” notes Tews. “Consumers are recognizing that how they feel affects how they look. In response, we’re preparing to launch beauty sleep supplements that blend skin-nourishing ingredients with relaxation support—perfect for those seeking rest, repair, and renewal all in one.”
Focus on functional formats. “Shots, snacks and other fun, functional formats eliminate the “pill fatigue” that turns many consumers away, creating a more enjoyable way to incorporate beauty-from-within ingredients into their daily lives,” points out Arnaly. “At Balchem, we’ve developed protein-focused fortified-food ingredients, such as our recently launched collagen crisp prototypes. These new concepts expand on our protein-centric Z-Crisps product line, uniquely combining pea protein and collagen to create a formulation ideal for high-protein snack bars, delivering multiple health benefits and a pleasant sensory experience.” You can also create curated sets to drive up sales, suggests Clardy. “Create NutriBeauty zones or ‘Inside + Out’ bundles that combine supplements with topical skincare. Think sleep gummies + night masks, collagen powder + firming serums.”
Get personal. “Another way to further promote personified beauty is to segment the aisle into different life stages, such as perimenopause, postpartum, aging, and goals like glow, hydration, blemish support, and products for both genders,” suggests McNamara. “These activities will help guide shoppers in choosing the right products.” WF
