OK, so I know we’re not quite ringing in the New Year just yet, but I’ve been furiously thinking of resolutions that I can stick to in 2017. Every year, at the stroke of midnight, I’m one of those people that reel off a list of amendments I’m going to make to my life in a bid to become more organised, healthier, and an all-round better person. I have the regulars of course: write a diary, do more sit ups, drink less Prosecco. But I’m not afraid to admit that I normally fail dismally. In fact the last resolution normally lasts less than an hour.
However, this year I have one I am really going to put all my efforts into – and I don’t think I’m going to be alone. While I take my vitamins like a good girl, I have always been intrigued by the lure of beauty supplements and all their engaging promises. Healthy skin, thick lustrous hair, stronger nails – where do I sign up? It seems that beauty from within is having a moment, and the younger consumer (aka the desirables) is beginning to look to supplements to boost their wellness routines.
And as ‘healthy’ becomes fashionable and soars in popularity across the globe, this collaboration between beauty and wellness is a trend that has cosmetics companies grappling to get on board. Indeed, ingestible beauty tablets are fast becoming the go-to choice for consumers, especially in the US and especially with millennials.
Speaking to WWD.com, Karen Grant, Global Beauty Industry Analyst at the NPD Group said of the supplements boom, “It’s kind of exploding right now. It’s the smallest but fastest growing category we track.” And with sales of prestige facial skin care supplements reaching $4.1million in 2015, a fivefold increase since 2013, the figures speak for themselves.
Skin whitening supplements are often the ingestible of choice over in Japan, with Pola Orbis’ supplements helping boost the company’s sales and proving popular with tourists, while supplements maker DSM has reported a stellar year with sales growth reaching new heights.
There are also new players taking to market in a bid to capitalize on the movement, and with many consumers blaming the state of their skin on their nutritional intake, it’s likely we’ll see even more brands and product launches going into 2017. Some new brands include Hum Nutrition beauty supplements, Dirty Lemon collagen water, and the Beauty Chef powders, while celebrity brands are also reaping the rewards of internal beauty, with Elle Macpherson teaming up with Aerin to create a premium gold caddy. Meanwhile last month Walgreens Boots Alliance targeted the mass market consumer with the launch of a preventative anti-ageing supplement, retailing at just $39.99 for 60 capsules.
And with the likes of Walgreens Boots Alliance making the beauty supplements industry accessible to both mass and premium market – and with the collaboration of wellness and beauty being merely in its infancy (endorsed by a recent collaboration between Unilever and CVS), it’s a trend that is certainly going to get a lot more airtime over the coming year.
Now where are those pills…