Beauty supplements are revolutionising consumer health, growing by 6% annually in real terms in 2025, compared with 2% for the overall consumer health industry. This report decodes the beauty-from-within movement, examining how advanced ingredients are driving skin health innovation, and provides strategic insights for product developers, brand managers, retailers and ingredient suppliers into consumer demand, ingredient trends, competitive dynamics and market opportunities across regions.
Delivery
This report comes in PPT.
Key Findings
Beauty supplements to continue to see rapid growth
In the context of overall stagnation in consumer health, supplement products with a beauty positioning offer a year-on-year growth rate of over 6% in constant terms in 2025, versus 2% for the overall industry, making it one of the fastest growth areas visible, in percentage terms. Asia Pacific remains the largest market, but momentum now shifts towards North America and other regions.
Health-beauty convergence and ingredient-led beauty trends fuel the category
In 2025, 46% of global consumers selected “looking healthy” as their leading definition of beauty. Consumers are convinced that a healthy body is the foundation for good skin and hair. Furthermore, an “ingredient-led” skin care trend within beauty has deepened consumer understanding of ingredients and skin science, enabling supplement brands to earn more trust.
Nine key health stories are segmenting offerings within the beauty position
Current beauty supplement products can be categorised into nine main health claim mechanisms, including collagen production, anti-ageing, anti-inflammatory, gut-skin axis and cellular energy. Established ingredients like collagen, vitamin C, biotin and hyaluronic acid are driving growth, while innovative ingredients like nicotinamide adenine dinucleotide (NAD+) are seeing rapid increases.
Beauty benefits bring new differentiation options for existing products
Highlighting beauty benefits or incorporating beauty-related ingredients into current product formats enables brands to stand out. Vitamins, probiotics and sports nutrition products are increasingly being reformulated, enhanced or revamped to include prominent beauty-focused advantages, especially leaning into the strongest “skin health” type messaging.
Online sales the primary channel, with beauty specialists doubling down
Online sales are the primary channel for beauty supplements, with the US and China being the leading markets. In 2025, online sales of beauty supplements grew by an estimated 8%. To compete for market position, beauty supplements are strategic for beauty specialists aiming to enter the wellness sector and health specialists to accelerate growth.
Why read this report?
Key findings
Beauty supplements are growing rapidly, as the line between health and beauty blurs
As appearance becomes the visible proxy for health, consumer health growth is shifting
Beauty positioned products will drive future growth in the consumer health industry
Health-beauty convergence and an ingredient-led beauty trend are fuelling the sector
Identifying opportunity groups through demographic and lifestyle segmentation
A primal aspect sits within the rise of online dating, making facial skin health critical
Demographic groups prioritise different beauty concerns, changing as they get older
Many motives causing beauty to rise have long-term drivers that are far from fleeting
Beauty supplements: Key mechanisms and ingredients
Consumers are increasingly informed and sceptical of claims, making credibility critical
Ingredients listed on SKUs supporting beauty claims increasingly include NAD+
Gelita’s VERISOL® collagen peptides improve bioavailability, supporting brand credibility
NAD+ player TRU Niagen launches beauty line product with its patented NR ingredient
The s kin health benefits of vitamins are being revisited with a fresh perspective
Consumers’ awareness of the gut-skin axis boosts trust in probiotic’s beauty benefits
Sports nutrition also adds beauty benefits, reflecting the rising focus on holistic demand
Vital Proteins is one brand very clearly leaning into the crossover of beauty into sports
Ingredient science with proof is the needed answer to a rising wave of disbelief in claims
Beauty-orientated brands now reach USD1.1 billion in online dietary supplement sales
Nestlé’s Vital Proteins broaden its reach through TikTok influencers
Unilever’s Nutrafol caters to various hair health needs across different segments
Five Doctors in China focuses on low-molecular collagen peptides
Geographies: China and the US remain the primary markets, but growth has slowed
South Korea shows an increasing pace of ingredient, message and format innovations
Retail growth: Beauty supplements critical for all specialists seeking growth in health
Indian beauty retail specialist Nykaa acquires the wellness brand Nudge
Holland & Barrett overhauls UK health stores for beauty after running trials
L’Oréal and Shiseido pivot strategies to be holistic and healthspan orientated
L’Oréal create a complete approach that is harder to disrupt via attacking one element
Consistent success factors drive the beauty supplement brands that are winning in 2025
Develop a strategic roadmap for growth as beauty claims gain broader penetration
Investment is needed, but growth and lifetime healthspan shopping value are extreme
Closely monitor innovation trends, competitors and partners
Evolution of beauty supplement
Questions we are asking
Beauty supplement value chain market map
Beauty-focused supplement brands (a curated list of known brands, not exhaustive)
Consumer Health
It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing
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