Açai berries are said to prevent premature aging and wrinkles. Turmeric has anti-inflammatory benefits due to a high concentration of the antioxidant curcumin. Mushrooms are utilized in various formulations to help heal wounds.

Increasingly, the beauty industry is acknowledging the benefits of “inside out” nutritional products. In Hollywood, celebrities like Gwyneth Paltrow, Kourtney Kardashian and Jennifer Aniston are said to be proponents of skin supplementation.

In 2014, the total beauty from within category (nutricosmetics) totaled $325.9 million in sales, according to recent data from Euromonitor. Beauty from within beverages accounted for $270 million in sales, while beauty from within packaged foods brought in $55.9 million in sales.

“Today, consumers are gravitating towards natural beauty remedies rather than the chemical formulas they may have used in the past to achieve the desired younger, brighter looking skin,” explained Amanda Foti, registered dietitian and nutrition counselor for the Selvera Weight Management Program located in New York. “The recent ‘inside out’ beauty approach is taking off and for good reason! Research is showing consuming a few key nutrients is just as effective as some cosmetics, not to mention cheaper!”

Foti noted that DHA is one of the most sought after nutrients promising glowing beauty, among other health benefits. It is found in fatty fish oil such as salmon and mackerel, and is said to improve acne and eczema. Primrose oil, which is extracted from the seeds of an African native wild flower, has also been found to enhance skin health, she told Happi.

Bi-direction is another big trend in beauty, according to Emily Frank, president of ZSS Skincare of St. Louis, a new line that contains both topicals with ingestibles. A key ingredient is the paprika pepper, formulated with levels that have been clinically evaluated to promote healthy skin inside and out.

“Bi-direction beauty combines dietary supplements with cosmeceuticals to create a 360-degree approach,” Frank told Happi. “This resonates with the consumer because he or she sees results more quickly with the topical aspect of the product while the nutritional part has time to promote skin cell renewal from within.”

She explained that nutritional beauty promotes overall wellness because many of the hot nutritional ingredients for skin care ingredients benefit other parts of the body as well.

“Nutritional beauty can improve the skin of the entire body as opposed to targeted topical products,” she added.

Inquire Within
There’s a growing awareness that nutrition is intrinsically linked to not only our health but to our outward appearance as well. According to Yu Ming O’Neil, founder of new beauty brand Sparkle, Tokyo, “Our skin is affected by what we eat and drink so increasingly people are equating good health with beauty—I think that’s why consumers are interested in nutraceuticals. Looking natural has become trendy in recent years so having great skin through feeding it with good nutrition is really the key and not covering it up with lots of makeup.”

 O’Neil noted more beauty powders with targeted function have been launched. For example, there are detox green powders for cleansing the skin from the inside, high-potency antioxidant powders that fight the aging effect of free radical damage, and collagen peptide powders, like Sparkle, that can reduce wrinkles and improve skin elasticity.

 Based on the idea of beauty from the inside out, Sparkle is formulated with a skin-nourishing cocktail of Verisol collagen peptides to boost skin’s collagen levels, reduce wrinkles and improve elasticity, according to the company. The mix also includes vitamin C to aid in cell absorption of the peptides, ward off signs of aging and boost energy levels, as well as hyaluronic acid to help lock-in moisture. Clinically proven Sparkle Collagen Peptide Supplement works to reduce fine lines and winkles and improve skin’s elasticity in just four weeks, contends the company. Slightly sweetened with Stevia, the orange citrus flavored mix can be added to water, smoothies, yogurt and more.

Consumers can get an extra boost this spring with the powerful sea buckthorn berry and Sibu Seven supplements—which are popular at stores like Whole Foods and Vitamin Shoppe. Sibu Seven is part of the Sibu Beauty line that includes premium skin care and wellness products made from the Himalayan sea buckthorn berry. Known as the “beauty berry” across Europe and Asia, sea buckthorn contains more than 190 bioactive compounds, according to the company. The hardy berries help nourish skin, hair and nails with antioxidants and essential fatty acids.

Not only does Sibu Seven capture the full benefits of the sea buckthorn berry and its bioactive nutrients, but it also delivers the most potent form of Omega 7, a powerhouse non-essential fatty acid that helps improve numerous internal and external functions of the body. Internally, sea buckthorn berry promotes healthy hair, nails and skin, heart and digestive health, boosts the immune system and counteracts inflammation. The Sibu Seven line includes Omega 7 Pure—100% pureed sea buckthorn berries. It packs the most potent form of Omega 7 along with the additional benefits of the powerful berry. Mix this juice into a smoothie, yogurt or orange juice to dilute the tart flavor, suggested the company.  

The collection also features Omega 7 100% Pure Sea Buckthorn Dietary Supplement. Each soft gel capsule feeds the body with a serving of the most potent form of Omega 7 to help keep both internal and external systems running at a more optimal level. Sibu also sells Omega 7 100% Organic Sea Buckthorn Fruit Oil. A dropper of the stuff provides a daily dose of Omega 7.

After discovering the benefits of eating chia seeds, Chia Derm+ vice president and co-founder Kelley Walker traveled the globe in search of areas where chia seeds are indigenous, discovering additional medicinal attributes that complement the centuries-old use of the oil. It just clicked—this little seed has it all in terms of skin care needs. It can be used for anti-aging, anti-inflammation, healing and skin protection purposes. Walker then returned home and partnered with a domestic chia seed distributor, US Chia, to create a new skin and hair care line featuring chia seeds and a unique blend of other natural components.

“Botanical ingredients are now at the forefront in the beauty industry and their ancient medicinal benefits are no longer a mystery to the public. These natural substances improve and enlighten skin and hair for men and women,” said Walker. “Now backed by scientific facts, consumers are demanding products with natural ingredients that demonstrate a ‘visible improvement.’ No one wants to purchase products containing harsh chemicals that can cause secondary reactions. Natural ingredients with clinical results are key.”

Meanwhile, LycoRed recently added Lyc-O-Derm, one of its Car-O-Blends, to the market. Lyc-O-Derm is a supplement-ready formulation that helps to support skin health and appearance that tackles skin damage from the inside out. This nutrient complex for skin is available in the CPG-ready supplement, NovaHue Skin.

What fuels the component? Lyc-O-Derm contains a dermal-optimized tomato extract, lycopene, plus appropriate levels of phytoene and phytofluene, and rosemary extract, polyphenol component provided through standardized carnosic acid. Lyc-O-Mato, produced by LycoRed technology, is an antioxidant complex containing lycopene, phytoene, phytofluene and other powerful carotenoidsall extracted from tomatoes. Phytofluene protects against UVA damage, while phytoene protects against UVB damage.
 
Ripe, non-GMO tomatoes have always been at the heart of LycoRed. The company maintains that the tomato pulp has the lowest trace agrochemical content and the highest concentration of uncompromised lycopene. This finding led to the development of a proprietary extraction process that allows LycoRed to remove the pulp without disrupting the natural distribution of carotenoids and nutrients that are so vital to skin’s health, said the company. The result is a tomato-derived product (now on the market) to keep skin wrinkle-free and protected from damaging UV rays.

Described at the world’s first drinkable sunscreen, Osmosis Harmonized Water UV Neutralizer dietary supplement is available in two formulas—Tan Enhancing and No Tan Enhancing. Physician-endorsed with no chemicals, this non-toxic purified water is imprinted with unique, vibrational waves which isolate the precise frequencies needed to protect users from UV rays, according to the company. The frequencies that have been imprinted on water will vibrate on skin in such a way as to cancel approximately 97% of the UVA and UVB rays (similar to broad spectrum SPF 30 products). This results in three hours of coverage that can be repeated for extended stays in the sun. These two different UV Waters allow for increased sun exposure (30x more than normal), protect eyes, do not wash off when swimming and can increase your tanning response, said the company.

Meanwhile, New York City-based Juice Generation is utilizing ingredients like clay and charcoal in its Beauty Bombs. The drinkable beauty boosters are said to benefit the skin in a variety of ways. Two “shots” are available: Pure Earth with bentonite clay, alkaline water and rosewater to absorb toxins and remove inflammation, as well as Le Détox, made with French green clay and cucumber water to hydrate and stimulate the liver. Three juices round out the range in enticing flavors like Activated Lemonade.

Nutritional beauty can also benefit tresses. For example, Hair La Vie is an all-natural vitamin that helps repair and stimulate hair’s growth from the inside out, leaving users with longer and fuller hair, said the company. If hair has been cut too short, is damaged, is thinning or balding, Hair La Vie’s 20 clinically proven active ingredients will not only restart the growth process, but strengthen and protect the hair with essential vitamins, such as vitamin A, B1, B2, B3 and B6. Creator La Muse Beauty designed Hair La Vie specifically to change the face of the hair supplement industry. There are no artificial flavors, colors, dyes, or secret ingredients in Hair La Vie either. Even the capsules are made with vegetables.

La Muse combined 20 clinically proven ingredients to create Hair La Vie. Each vitamin and active ingredient has been selected specifically for its healing nutrients. It started at the root, combining organic kelp powder and saw palmetto berry powder to begin repairing hair’s follicles. This helps clear any film, regulate resting time and inhibit follicle shrinkage. Next, it takes care of the scalp with a healthy dose of biotin, pantothenic acid and flax seed oil powder, which promotes a healthy metabolism of oils on the scalp, preventing dryness and keeps the scalp clear of dandruff and other debris. This also strengthens the elasticity of hair’s cortex, preventing breakage. Finally, the brand added multiple natural antioxidants and other all-natural ingredients that work together to build strong, healthy, thick hair. Typically, clients begin to see visible results after 2-3 weeks, according to company executives.
“The latest trends in nutritional beauty include using all-natural products and ingredients that come from the Earth in their natural form. A lot of women are waking up and switching out their chemical filled products for natural versions,” noted Carla Rivas, co-founder of Hair La Vie, Los Angeles.

And, Reserveage Nutrition recently rolled out a beauty supplement said to cater to every woman’s needs. The combination of collagen, keratin and elastin with biotin and hyaluronic acid supports healthy hair, skin and nails, according to the company.

“Future trends will focus on providing all-in-one options that offer comprehensive support for key beauty proteins,” said Naomi Whittel, founder and CEO of Reserveage Nutrition, Boca Raton, FL. “We will also continue to see a wide array of delivery formats beyond the capsule or tablet form. Powders in multi-serving containers as well as packets, liquids, bars and soft chews will continue to grow in the marketplace.”

Fortifying the Future
While dietary supplements with beauty positioning will remain the key delivery format globally, beverages are expected to pick up pace, with overall expected growth of CAGR 6% in constant value terms, according to Euromonitor. As dietary supplements will remain the principal delivery format for nutricosmetics, watch for types of supplements with stronger growth opportunities and regulatory approval to improve category acceptance by regulatory bodies, retailers and consumers.

According to Frank of ZSS Skincare, “The US consumer is looking for effective, natural, easy to use products. The consumer will continue to demand quick results as well. All future trends will need to meet this consumer demand.”

O’Neil of Sparkle sees personalized beverages as the wave of the future. She told Happi, “Customized juices with specific functions, like workout recovery, detox for skin, blends for better sleep and anti-stress formulas are definitely the future of juice. If the rumor mill is accurate that a Nespresso-for-juice is in the works, we think at-home booster shots for beauty and wellness are certainly also in the making.”

Overall, in 2015, the marketplace is embracing the concept of enhancing beauty from within. According to Walker of Chia Derm, “Consumers are knowledgeable about living a ‘lifestyle of maintenance’ that is important to teens as well as seniors. Multiple generations actively seek natural whole body health.”