As consumers strongly link being attractive with appearing healthy, beauty-positioned supplements surpass traditional health products in both growth and innovation focus.
Companies lean into the intersection of health with beauty, improving claims, building influencer asset-driven social validation, and innovative formats with product stories intended to resonate with evolving lifestyle pain points, fostering relevance and trust (and, eventually, loyalty).
In 2025, online sales of beauty supplements increased by 8%, with the US and China responsible for 86% of monitored market sales
Source: Euromonitor International
This is a holistic and fundamental shift in thinking – the offer of ingestible, topical (and, at the extreme, injectable) solutions working in concert gains a profound leap in credibility. Intuitively, it is easier to see how this achieves promised health benefits.
Beauty and health combine: A key growth catalyst
Products targeting beauty benefits – spanning collagen, anti-ageing, the gut-skin connection, and hair, nail and cellulite health – grew 4pp faster than the broader consumer health market in 2025. This was fuelled by both our definition of beauty and how screen technology is changing the social importance of our face, with the “swipe right” world of dating apps linked to spend on facial skin health. According to Euromonitor’s Voice of the Consumer: Beauty Survey, fielded October 2025 (n=20,206), 46% of consumers worldwide associate beauty with “appearing healthy”.
Brands deploy more ingredients with connections to beauty-related benefits and particularly “skin health”.
This is because ingredients carry their own credibility when it comes to faith in efficacy.
E-commerce and influencer networks accelerate growth
Online channels now lead beauty supplement sales, with the US and China at the forefront. Euromonitor data show that online sales of beauty-centric supplement brands reached USD1.1 billion in 2025, with a CAGR of 14% since 2022. Influencer marketing – especially on platforms such as TikTok – is key in informing consumers and driving supplement integration into everyday habits.
Nestlé’s Vital Proteins (US) exemplifies this trend, anchoring its brand on collagen-based beauty and diversifying ready-to-drink formats towards satiety and muscle support. With multichannel distribution and influencer engagement, it secured USD308 million in sales across 16 markets during the first nine months of 2025. Similarly, Unilever’s Nutrafol (US) recorded 95% online sales growth in 2024, with its varied portfolio addressing gender-specific hair health concerns.
In China, Five Doctors leads collagen peptide drinks by focusing on low-molecular-weight peptides, recognised for higher absorption and consumer confidence. The brand has experienced two years of rapid expansion to hold a 13% value share in China’s non-herbal dietary supplements market.
Innovation and heightened competition across markets
Asia Pacific remains the largest beauty supplements market, though growth is gaining pace in regions such as North America, the UK, South Korea, Spain, Germany, and Japan. South Korea’s AmorePacific is a trailblazer in both ingredient and product innovation, integrating functional nutrition with dermocosmetic advances. Its ingestible products, including Super Retinol C, see robust sales in South Korea and Japan.
Retail strategies are evolving in response. In India, Nykaa has broadened its wellness footprint by acquiring Nudge Wellness to expand its private label supplement range. In the UK, Holland & Barrett blends supplements, collagen, and topical products into a holistic, expertise-driven offering, challenging established beauty retailers.
Outlook: Integrated solutions and emphasis on scientific rigour
With growing participation from brands and retailers, the beauty supplements sector is experiencing intensified competition and heightened consumer demands. Success will require the delivery of comprehensive “beauty from within” solutions that unite ingestible, topical, and diagnostic offerings, supported by credible clinical research.
Personalisation – enabled by AI-driven nutrition, digital skin assessments, and subscription models – links to loyalty and premium strategies.
Continued innovation in areas such as NAD+ precursors, bioactive peptides, and new delivery mechanisms will further differentiate market players, while claims regulation and compliance anticipates AI disruption.
To remain competitive, companies need to invest in scientific and social proofs, e-commerce, localised product stories, and closely tracking opportunities. M&A may offer rapid market entry or strategic portfolio expansion, but only those that maintain consumer trust and relevance will achieve sustained growth.
Further analysis is available in the latest comprehensive report, Navigating Rapid Growth in Beauty-Positioned Consumer Health Supplements.
This content was written with the assistance of AI. All information is original to Euromonitor and is derived from our report titled ‘Navigating Rapid Growth in Beauty-Positioned Consumer Health Supplements’. The final article has been thoroughly reviewed by our team to maintain the highest standards of quality and integrity.