Staying Beautiful With Natural Products

by Angela Sabarese | March 1, 2023

The hair, skin and nail category is booming, especially since the pandemic started. Companies are responding to consumers’ desires to look and feel their best with innovative natural products.

Beauty is in the eye of the beholder—and for most consumers, it entails having glowing skin, full, shiny hair and strong nails. Consumers value their physical appearance, no matter what age they are—and they are more than willing to spend their money on products that will help them achieve the look they want. The older population wishes to age gracefully and maintain as youthful an appearance as possible, and younger people wish for a beautiful appearance that impresses. For women, and increasingly, men, looking their best is important, and the market for natural products and supplements in this category reflects this.

State of the Market/Trends

According to GlobeNewswire, “The global Beauty Supplements Market is expected to grow at a [compound annual growth rate (CAGR)] of 12.4 [percent] between 2020 and 2030. Over the upcoming years, the beauty supplements market is anticipated to expand owing to rising concern for physical appearance among people, the growing popularity of beauty supplements and raising awareness of the beauty and health advantages associated with beauty supplements.” Clay Peterson, owner and CEO of Full Body Impact (Santa Rosa Beach, FL), shared that “In 2021, the U.S. market alone was estimated to be $55.4 billion and 2022 $58 billion! It is expected to grow almost 5 percent every year. By year 2030 they expect it to be $84.4 billion.”

Ines Chee, communications officer, Activ’Inside (France), offered background on the category. “Nutricosmetics first gained popularity in Asia because it aligns well with the market’s interest in general wellness and health. Alongside cultural beliefs, such as traditional Chinese medicine and ayurvedic practices, a large portion of the nutricosmetics market was and still is represented by the Asian market.” Then, the concept gained interest in the western part of the world. “The North and South American markets are growing the fastest today, and the second largest share in the global market is held by Europe due to the rising interest in anti-aging products and multi-functional products that include hair, skin and nail care, as well as other characteristics,” said Chee.

Chee also noted, “For a while now, the market as a whole has been taking a ‘back to foundations’ approach. What used to be a superficial focus, by concealing problems using makeup, surgeries and other interventions, has shifted to improving the exterior appearance (skin, hair and nails) from within, thus making nutricosmetics part of this trend.” Furthermore, “Alongside this trend is also the in-and-out concept where you reap the maximum benefits for your skin thanks to the synergy from food supplements ingested and the cream and serums that you put on your skin and hair,” she commented. “This concept makes so much sense because the skin obtains 80 percent of its needs from the body. This means that ‘traditional’ topical cosmetics only cover 20 percent of its needs. So, why treat only 20 percent of your skin when you can treat 100 percent?”

Another trend in the market, according to Chee, is, “consumers demand different solutions based on their age. Older generations tend to seek science-backed products they believe will be most effective, whilst younger consumers tend to be interested in natural products and claims such as minimal processing. They are also increasingly interested in plant-based, vegan beauty products. Overall, consumers today want products that they can trust and that will deliver. If a company accurately responds to this, there is huge potential for long-term brand loyalty.”

Chee noted that two factors impacted the nutricosmetic category for the better: the pandemic and awareness toward aging better instead of hiding one’s age. “COVID-19, like everything else, has impacted the hair, skin and nail supplement market because most people started realizing the importance of their appearance, especially through the harsh lens of their webcams. Lockdowns also afforded consumers more time to focus and invest in their skin care. Alongside this extra time, consumer awareness of the necessity to maintain health from the inside to look healthy on the outside increased.”

Age has also been a factor in the market. “At the beginning, the nutricosmetics industry targeted women age 40 and above because this group demonstrated a particular concern with health and wellness and, generally, view beauty as part of that concept. Environmental factors such as protecting the skin from the sun and a higher purchasing power has made this group a core target audience for a while. Today, women in their late 20s and early 30s are developing more and more interest in nutricosmetic products for the prevention promises that it brings. What started to be a demand from those who are image-conscious has widened to a whole new category of consumers who want to decrease and slow down the signs of aging.” The consumer group for nutricosmetics has also widened to include men, who are more likely to consume ingestible skin care products rather than taking time to apply topicals, Chee noted.

Social media has also had a favorable impact on the market, “particularly among Millennials due to their digital affinity and high presence on most of the social platforms,” said Chee. “The presence of influencers to generate sales for the nutritional supplement industry has not only changed the perception and opinion toward nutritional supplements but also impacted the consumer in the way nutritional supplements are purchased. Influencers have shown that they can help generate sales by sharing detailed information and positive reviews.”

According to Guillaume Lois, CEO, Olloïs, Pacoima, CA, “Over the past year, we have seen an increase in skin issues and a rise in sales for our skin remedies. Therefore, there is a huge and growing potential for natural and organic remedies addressing skin issues.” The company has noticed an increase in allergies and allergic reactions, which “often reflects in skin issues. This could be caused by higher stress levels, nutrition and much more,” he added. Its biggest consumer group, said Lois, is mothers trying to find a natural remedy for their kids’ skin issues.

Clearly, there is a strong demand across several demographics for natural skin products—and as a result, there are many options available for retailers to carry.

Natural Products for Hair, Skin and Nails

“After five years in development, Sovereign Copper Bio-Active Hydrosol launched, with great success, in Q4 of 2021,” said Jason Mullins, brand manager, Natural Immunogenics (Sarasota, FL). “With this launch, the wide-ranging health benefits of copper supplementation, including hair, skin and nails, are now being discovered. Copper is critical for the cross-linking of collagen and elastic, making them strong and flexible. Copper is required for the production of red blood cells and flexible connective tissue, which supports joint and bone health and skin elasticity.”

Due to modern agricultural practices, according to Mullins, there has been a decrease in trace minerals in foods, including copper. “The Recommended Daily Allowance or Intake (RDA/RDI) for copper is 900 mcg for adults, increasing to 1,300 mcg during pregnancy and lactation. 900 mcg of anything may not seem like a lot, but if you are not getting enough of this essential mineral, you risk falling below the recommended RDA/RDI established by the Office of Dietary Supplements for the numerous health benefits it provides.”1

Natural Immunogenics’ best-selling supplement is Sovereign Bio-Active Copper Hydrosol, which contains copper (I) and (II). Offering the copper in both forms “makes all the difference when it comes to absorption and effectiveness,”* said Mullins. “At the level of the cell membrane, copper (II) interacts with specific receptor sites, where it is converted to copper (I) (the cuprous form) and transported into the cell. In contrast, when copper (I) reaches the cell membrane, it’s taken in without any conversion (or energy) needed. Once transported through the membrane and bound to certain proteins, copper (I) is guided to the mitochondria, where the energy molecule ATP is made.” All Natural Immunogenics products are manufactured in a NSF-GMP (good manufacturing practice) certified facility. “We operate under the highest standards of integrity and are proud to be able to contribute to making a difference in people’s lives.”

Activ’Inside, according to Chee, “is based in Bordeaux, France, where wine is one of the economy’s biggest contributors. We realized that the by-products from wine are a good source of functional and bioactive compounds and that their extracts can be used as powerful and highly bio-available antioxidants.” She continued, “Alongside this discovery, in 2012 we identified the increasing market interest for nutricosmetics and started to focus on developing a revolutionary active ingredient that is proven to work and is backed by science. This was basically the blueprint behind our first active ingredient launched in 2013 for the skin supplement industry: SkinAx2—a vegan collagen booster.” SkinAx2 is the company’s first nutricosmetic and its best-selling one as well. “With 82 percent of participants satisfied with the outcomes of Skinax2, the formula delivers a synergist blast of anti-aging and collagen-boosting potential.”

Chee explained, “while most nutricosmetic ingredients focus on secondary antioxidants as a main defense for the skin, Skinax2 takes things a step further by also introducing primary antioxidants for a more holistic source of skin protection. Additionally, we discovered that this blend of vegan ingredients synergistically acts as a collagen booster. The formula is proven to help the body to improve natural collagen production for a healthier glow and improved skin elasticity.”

Activ’Inside’s latest ingredient, Belight3, “was researched and developed as a targeted nutricosmetic solution for dark spots. Human trials found that the synergistic combination of grape monomers, licorice extract, vitamin C and grape viniferin improved melanin regulation in as little as 10 days. Dermatologists evaluating Belight3 found that it was able to efficaciously reduce dark spots related to age, sun exposure and pregnancy.” The primary focus and guarantee behind all the nutraceutical ingredients and solutions that Activ’Inside provides, according to Chee, “is performing a comprehensive range of scientific trials that will show and prove that our ingredients do what we claim and do them well.”

Peterson explained that two years ago, he decided he wanted to bring to market “a clinically proven, medical-grade liquid collagen with a known absorbency, that is easy to take and is more beneficial than all the powders and pills on the market.” Therefore, this new product, Full Body Impact, “contains all 20 amino acids including the nine essential ones! The one that sets us apart from all the rest is arginine. We have more arginine than any other collagen supplement out there. We pack 2.5 grams of arginine per serving. Why is this important? Arginine keeps your skin firm, plump and smooth. Have dry skin? arginine hydrates dry skin and restores moisture. What about fine lines and wrinkles? arginine is known for its anti-aging effects and reduces the appearance of fine lines and wrinkles. It is the amino acid that helps the body build protein!”

Olloïs remedies, according to Lois, are pharmaceutical graded and considered medicines—not supplements. “Olloïs has been in the homeopathic medicine market since 2012. As part of the Sevene Group USA, Olloïs offers a wide range of green medicines addressing different symptoms. We offer a whole section on single remedies targeting common skin issues as well as a SKIN Kit combining some of our bestselling skin remedies.”

The company will be launching 16 new remedies in 2023, and some of them will address more skin issues. Its best sellers are Apis Mellifica for insect bites and stings; Calcarea Sulphurica for acne and abscesses; and Thuja Occidentalis for warts. All of the company’s homeopathic remedies are organic certified, lactose-free, gluten free, kosher and pharmaceutical-graded, according to Lois.

Retailer Input

Andrea Woodward, buyer (supplements & HBA) and category manager, Sunflower Shoppe (Colleyville, TX) has been in the business for 20 years, and she has noticed “that the category has had steady growth in supplements and care the entire time.” However, she feels that “it has really taken off in the last five to seven years, especially in the care side. Consumers are becoming more savvy on clean offerings.”

Woodward added, “Traditionally, it has been women of all ages that were the main buyers for these items. In the last few years, I have seen more men coming in for them. This has also led to an increase of supplements and hair care targeted to male consumers.” The store’s customers often come in looking for biotin- or collagen-based products, based on recommendations from friends or hairdressers. Something that they tell their customers “is about enough mineral and protein intake. Most consumers do not understand that part of the puzzle.”

Tim O’Brien, owner, The Healthy Place and Lively Vitamin Co., has three stores in Madison, WI. He noted that since COVID-19 started, he has heard and read “about COVID affecting hair loss. Customers come in, say that they battled COVID, and now their hair is falling out.” He often tells customers that “A blend of R-lipoic acid and a nice 5,000 mcg of biotin work wonders for hair, skin and nails. The biotin launches the absorption of the R-lipoic acid. Results begin to be noticed in three weeks. Perfect Ten by Lively Vitamin Co. is our No. 1 seller.”

Dianna Singh, owner of Elk Grove Vitamins located in Elk Grove, CA, echoed O’Brien. She stated, “The topic of hair, skin and nails has been quite the topic of discussion here for at least the past one and a half to two years. I could be in conversation with a customer concerning the issues they are having with hair loss and have another customer chime in with the same issues. I would have to go as far as saying it was becoming an ‘epidemic’ of hair loss issues.” She continued, “The hair loss was also very substantial. We had many customers with such a large amount of hair loss it resulted in a shorter cut in hair length. It was a very traumatic experience for many. These circumstances created a huge increase in sales, particularly in hair supplements. Women were definitely the driving force in sales, ranging in all age groups.”

Singh shared that “Most consumers are more familiar with biotin, but they are looking in most cases for a reliable product that will help with hair growth. Consumers depend on our knowledge and expertise to direct them in which one would be right for them. We always start with how important our diets play a key role as well as stress, a huge factor in hair loss.”

Lastly, Kate Richards, wellness consultant, Hill’s Drug Store (Easton, MD), noted that “Typically women over 40 are the highest demographic. Our top sellers are, of course, biotin (although once a conversation is had with the customer they usually choose a hair skin and nails formula over biotin on its own),” she said, concurring with Singh. “If asked or if we are available on the floor as the customers are shopping, we will engage them in conversation about their concerns and goals, what they expect the product to do for them, and if time permits maybe even some lifestyle or nutrition suggestions to support the use of the supplement.”

Advice for Retailers

“To support retailers, we offer expert training on our product through professional agencies, such as ExpertVoice, which gives retailers the information they need to educate their customers on the benefits of the product. In addition, we build customized marketing and education material,” said Mullins. “Copper is an essential and critical mineral necessary for the promotion of strong hair and nails and it builds collagen for skin elasticity. Displaying Sovereign Copper beside collagen end-caps or displays is an ideal way to build the beauty basket …. It’s important to let consumers know that their health is in their own hands. There are many ways that consumers can address today’s health challenges naturally with the tools that mother nature has provided.”

Chee shared, “One thing we pride ourselves here at Activ’Inside is our ability to simplify the complicated science and research that we have done in each of the solutions we provide. With a team of dedicated experts responding to enquiries in under 48 hours, we help our partners in the nutraceutical industry to understand our ingredients by providing them with easy-to-understand marketing support such as technical papers, white papers, infographics.”

Chee continued, “Consumer expectations are growing in parallel with the size of the market and one of the main challenges faced in nutricosmetics, as well as other nutraceutical products, is to offer reliable and efficient solutions—with proven effectiveness—that inspire consumer trust.

It is necessary to detail a product’s mechanism of action in the most transparent way possible while associating a study that objectively proves its effectiveness. At Activ’Inside this is done through the consumers tests where end users get to assess the active ingredients we have to offer and express their feelings afterwards allowing it to be qualitative and better represent themselves. The second is done through clinical trials as a form of scientific proof of the mechanisms of action and effects of the active ingredients/products that support the claims and statements of finished products.” VR

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.