88% of people believe their daily routines influence wellbeing. Gen Z and Millennials are driving interest in prevention, longevity, and holistic living, so the inside-out approach has become the new standard.
Within this transition, nutricosmetics stand out as one of the fastest-growing segment and supplements are becoming essential to modern routines. And among all formats, liquid supplements are emerging as the most advanced solution, combining technical performance with elevated user experience and strong brand retention.
To anticipate the category’s trajectory, our CIO Uroš Gotar shares insights in a special episode of Nutricosmetics 2030 Show.
As global wellness expectations continue to evolve, consumers are gravitating toward routines that blend beauty, wellbeing, and everyday lifestyle habits. Several major trends are directing this new era of inside-out wellness.
- Holistic Wellness Becomes the Norm
Consumers increasingly view personal care as a direct contributor to overall wellbeing. Younger generations, especially Gen Z and Millennials, are driving this shift, embracing prevention, longevity, and daily rituals that support both inner and outer well-being.
- Beauty and Wellness Fully Converge
The traditional boundaries between categories are disappearing. Today’s consumers expect multifunctional solutions that deliver visible results, long-term benefits, and a sense of balance. Whole-body wellness: skin appearance immunity, mental clarity, and vitality is quickly becoming the baseline.
- Experience Matters as Much as Efficacy
Retention now hinges on creating enjoyable, shareable wellness moments. Consumers call for products that feel good, taste good, and fit seamlessly into lifestyle rituals, transforming wellness from a task into an experience.
- Next-Gen Nutricosmetics Set New Standards
Palatability, simplicity, and scientific validation are the pillars of lasting engagement. Data continues to show strong retention and increased lifetime value when products combine great taste with clear, credible results.
- Liquid Formats Lead the Innovation Wave
Versatile, familiar, and technologically advanced, liquids are emerging as the preferred delivery system for 2026. Their superior absorption, high ingredient density, and ability to blend into modular routines make them the most functional and consumer-friendly format.
- Quality and Integrity Remain Non-Negotiable
As liquids rise in popularity, formulation excellence becomes critical. Stability, purity, and ingredient precision define the effectiveness and trustworthiness of high-performance wellness products.
- The Inside-Out Revolution Continues
The future of beauty is holistic, habit-forming, and socially expressive. Consumers don’t just want better products, they want better routines, better experiences, and better ways to live well.
The Inside-Out Future
As consumer behavior evolves and technology advances, liquid beauty supplements are poised to define the next era of beauty and wellness. For brands, the winning direction is to offer consumers solutions that are effective, enjoyable, and are seamlessly incorporated into their daily routines.