an expert’s take on nutricosmetic trends
The modern beauty industry has been thriving since the dawn of the 20th century, with some of today’s industry giants such as L’Oréal, Estée Lauder and Elizabeth Arden opening their doors as early as 1909. With its rise came various cosmetic dosage forms designed for hair, skin and nails — including topical serums, creams, mousses and oils. However, as consumers and supplement brands realise nutrition’s potential in health and — by extension — beauty, nutricosmetics have become the rising star in both sectors.
As the nutricosmetic movement continues to storm both niches, personalised products are grabbing the attention of a new generation of consumers while potent ingredients emerge as market staples in this sector. On top of the current industry trends, appealing and tasty dosage forms are driving further interest in beauty from within supplements amongst consumers.
To find out more about the latest trends in the nutricosmetics space, the crossover between beauty and nutraceuticals and the demographics taking particular interest in the sector, Annabel Kartal-Allen spoke with Monika Jesenko, Marketing Manager at TOSLA Nutricosmetics.
Nutricosmetics and topical products complement each other by targeting different layers of the skin, hair and nails
Combining topicals with nutraceuticals: the perfect pair
There is a huge amount of research on topical cosmetics that can offer several benefits — from anti-ageing to skin rejuvenation, hydration and plumping. However, Monika believes that an all- encompassing approach is the true way forward.
“Topical products work on the skin’s surface, delivering immediate benefits such as hydration, protection and a smoother appearance. However, their effects are often short-term as they don’t penetrate deep enough to influence long-term structural changes,” she notes. “The key to achieving both instant and long-term results lies in combining topicals and supplements. Nutricosmetics and topical products complement each other by targeting different layers of the skin, hair and nails, with nutricosmetics addressing concerns at a cellular level.”
For example, supplementation with collagen peptides, hyaluronic acid and antioxidants can stimulate collagen synthesis, improve skin hydration and combat oxidative stress — factors that topical creams alone cannot fully address.
The latest nutricosmetic trends
Both the beauty and nutrition industries are fast-paced, with new trends constantly emerging. However, instead of chasing fleeting fads, Monica recommends honing in on approaches that are here to stay. “Focusing on solutions that have not only gained traction but stuck around to shape the future of the market is where brands would benefit most,” she states. Here are some of her recommendations.
- Targeted formulations and personalisation: Modern consumers now expect products that are tailored to their unique
needs, with the beauty-from-within space being no exception — whether the focus is anti-ageing, skin hydration or hair health. Monica recommends gathering and tracking consumer data as this can allow the creation of personalised formulations that cater to specific skincare concerns and lifestyles suitable for your customer base. She reckons the shift in personalisation closely mirrors the changes in the fitness and nutrition markets, where wearables and personalised meal plans take centre stage.
- Clinically proven efficacy: “There’s been a shift towards supplements backed by scientific research and clinical studies,” comments Monica. By thoroughly testing products, the industry can further build consumer trust and ensure their products have a lasting market relevance; a mantra that TOSLA has committed to.
- Multi-functionality: Consumers are now looking for all-in-one solutions that deliver multiple benefits in a singular product. “Take collagen, for example — by drinking it, you’re not just supporting skin elasticity, but also joint health, hair strength and overall wellbeing,” she says. By creating a formulation that targets multiple health areas, brands can create a go-to supplement for consumers with a range of wellness goals.
- Appealing and unconventional dosage forms: Consumers are moving away from traditional pills and capsules in favour of more appealing dosage forms such as liquid or gummy supplements. “Today’s consumers demand products that fit seamlessly into their lifestyles; convenience is key,” adds Monica. TOSLA chooses to formulate with liquid supplements, which can be more accessible and enjoyable than hard-to-swallow pills.
“The easier a supplement is to take, the more likely consumers are to stick with it. Convenience alone isn’t enough … taste matters! When a beauty supplement delights the senses, it naturally becomes a daily ritual, reinforcing consistent usage and maximising results.” A survey conducted by TOSLA in 2024 corroborates this, with 97% of respondents noting the importance of flavour in a supplement’s appeal and 85% agreeing that they’d pay more for a better-tasting product.
Monica also believes that preventive skincare and sustainability are key areas that those in beauty from within should watch.
Nutricosmetic solutions can cater to a wide range of consumers, all with different needs and concerns
The ingredients driving the nutricosmetic industry forward
There’s a huge list of natural ingredients that have made their way into cosmetics and nutraceuticals alike, although some are stealing the show for their comprehensive benefits and scientific backing.
“Collagen peptides are the gold standard when it comes to enhancing skin elasticity, boosting hydration, improving hair growth and overall health, as well as combating signs of ageing,” says Monica. “They are also recognised for a variety of benefits beyond beauty — including joint health, muscular recovery, bone density and gut health, with research even suggesting they can reduce cellulite. With the diverse benefits that collagen peptides can offer, it’s no wonder that they have built a strong consumer loyalty and continue to be a go-to choice.”
“Another great ingredient is biotin, which is celebrated for its wide range of health benefits, particularly in terms of promoting healthy hair, skin and nails. Beyond beauty, it is strongly involved in metabolic regulation — maintaining healthy blood sugar levels and facilitating the conversion of food into energy.”
However, there’s a buzzword taking over the nutricosmetic space and that is methylsulphonylmethane or MSM. “This naturally occurring sulphur compound has gained traction for its powerful anti-inflammatory and skin-rejuvenating properties,” states Monica. Often referred
to as the “beauty mineral,” MSM plays a key role in collagen and keratin production, which can promote skin elasticity and hydration while reducing the appearance of fine lines and wrinkles.
“Another fantastic ingredient in this context is hyaluronic acid, which is not only a staple in skincare products, but also offers a range of benefits when taken as a supplement. “Hyaluronic acid can help to enhance skin moisture and suppleness by drawing water into the skin, keeping it hydrated and plump,” Monica notes. The nutraceutical has also been shown to support joint health and boost mobility by lubrication while promoting faster wound healing and skin elasticity.
The diverse potential of beauty from within
Nutricosmetic solutions can cater to a wide range of consumers, all with different needs and concerns. “It’s important to recognise that you can’t define a target group for all kinds of cosmeceuticals, but by considering the primary results consumers are seeking, we can break it down more effectively,” Monica explains.
Consumers seeking anti-ageing benefits are generally looking to improve skin elasticity, reduce wrinkles and boost hydration. “This group tends to be older, although interestingly, recent data has shown that anti-ageing nutraceuticals are being used by younger audiences too … even teenagers.”
“Another key group of nutricosmetic users is those with acne-prone and sensitive skin. Supplements with anti-inflammatory and microbiome-balancing properties are popular among these individuals, as they can help to calm breakouts, promote skin clarity and reduce redness
without the harsh effects of traditional treatments,” she comments.
Whether it’s busy parents, career-driven individuals, athletes or students, consumers exposed to high stress are increasingly turning to products with calming ingredients such as ashwagandha, which has made a recent topical beauty resurgence.
So, why is beauty from within taking off?
According to Monica, beauty from within’s rise began taking shape during the COVID-19 pandemic but has continued on an upward trajectory since following a shift in consumer priorities. “I believe the growing focus on holistic wellness is one of the key drivers behind this trend,” she explains. “Consumers now recognise that skincare isn’t just about the products you apply. As both awareness and scientific advancements increase side by side, nutricosmetics have become a more mainstream skincare solution.”
Environmental factors such as stress and pollution have also made preventive skincare even more crucial. “The shift in mindset away from reactive care has further solidified the growing demand for ingestible wellness.”
Alongside the aesthetic benefits that beauty from within solutions offer, they can help people to feel great. “People are increasingly realising that true beauty comes from a combination of both external appearance and internal wellbeing,” asserts Monica. “This shift in perspective reflects a broader societal understanding that looking good is a natural byproduct of feeling good.”
Finally, the niche offers a lucrative business opportunity for brands, as they are purchased four times more frequently than their topical counterparts, at around 12 times a year. “This frequency makes the beauty from within sector not only an appealing trend but also a sustainable and profitable market,” concludes Monica.
- Companies:
- Tosla Nutricosmetics
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