Large brands have always largely defined the beauty industry. And their definition of beauty is youth. But, never before has it been more expected to address the age. Unfortunately, the industry is still trying to approach it in the old way. And now, one other global sector is tapping into the market through the side doors, stealing the show.
Since Nestlé’s acquisition of the Vital Proteins and several other nutraceutical companies, the industry insiders question what is next. The only logical next move for them and other nutraceutical brands would be to step closer to the beauty market through a nutricosmetics segment. The involvement of Jennifer Aniston could prove this assumption valid.
The Growing Trend of Collagen-Based Drinks in the Beauty Industry
Consumers across the globe have an exciting perception that healthy food is also suitable for their beauty. Scientific evidence related to collagen, hyaluronic acid, MSM, ceramides, biotin, etc., motivates their use as a beauty aid, thus driving the growth of the eatable cosmetics market.
Due to the increasingly hectic consumer schedule, demand for nutricosmetic products is fueling. People aged 30 and up appear to be more concerned about health and aging. Simultaneously, expecting both to be addressed conveniently. Thus, collagen-based drinks are gaining popularity in the beauty industry. They contain protein, essential in skin care products, and are considered a tasty option among cosmetics products. This trend could chip a big chunk of the beauty market share in the future with an estimated acceleration of 9.8 percent CAGR by 2032.
The Links Between the Categories
Fear of the unknown has been holding back the heritage of beauty brands that have led the industry for decades. Although beauty companies feel that entering this new category might sound like a big risk to take, nutricosmetics are not that different than cosmetics products. Both items are stored and transported similarly. Individual markets regulate products, and in some cases, prior notifications are required for registration purposes. And if there are other barriers, there are certainly ways to overcome them.
In a way, both the cosmetics and food industry help people to feel better about themselves. The cosmetics industry nurtured it through the modern era and has the credibility to take it above and beyond. In modern times beauty must be coherent and attached to wellness; the missing connection between beauty and wellness is ingestible cosmetics. Unfortunately, the nutricosmetics market has been catered to in the wrong way, by placing it into the food sector.
For a product to become a beauty icon, it has to meet specific criteria. First of all, it has to be a product you would recommend to everyone and anyone. For example, although the collagen supplements are Amazon “favorites” by reviews and repurchase rates, they lack the proper luxury execution that consumers could feast their eyes on. The design is not something that would make these products a beauty staple – something we cannot imagine the beauty product without. To become genuinely iconic is not enough to just improve our mood, enhance our appearance, and boost our self-esteem; it has also helped to exhibit personal style and become a means of social expression. Once the ingestible beauty ticks all of these boxes, we will be able to ask ourselves, ‘is it iconic?’ This can be achieved by someone from a magical, secret world such as the cosmetics industry.
The Solution Can Be Simpler Than You Think
We provide the leading brands with flexible, full-stack nutricosmetics product development and production service revolving around our liquid (collagen) formulations. Evolving from a food-tech company initially, we help blur the food and cosmetics industry lines. We assist companies in evolving product assortment, by helping them structure a new skincare routine for the end consumer. They are shifting a part of their skincare routine from topical products placed on a shelf in front of their bathroom mirror in their fridge and kitchen. And we enable beauty brands to do this shift with their consumers.
But your product philosophy needs to follow some basic rules to capture this high-growth industry:
- The core of every nutricosmetics product and the main driver for consumers to consider changing their beauty and healthcare routines is high performance supported by scientific data. However, nutricosmetics should also be complementary to other beauty products. Thus, enabling brands to catch consumers’ attention in areas that have not existed before.
- The crucial differentiating factor is user experience. Taste, appearance, and ease of use should be at the center of development efforts. They are helping consumers connect to a brand on an entirely different level.
- A higher purchase frequency and repurchase rate than other beauty products combined with efficient manufacturing make eatable cosmetics a high-margin-driven business. But consider that safe and stable formulations are simply the industry standard for any ingestible beauty product backed with the proper quality standards and manufacturing capabilities.
Only if all this is satisfied in a product the nutricosmetics business can become attractive for high-end product executions.