Trend Of The Week: 360 Beauty

The worlds of food and beauty are converging. Ingestible skincare is becoming a more prevalent option as people are looking to radiate from the inside out. Today’s consumer understands the body as an ecosystem, and that health and outward appearance are intrinsically linked. While Chinese medicine and Indian Ayurveda traditions have included natural, edible beauty elixirs for centuries, nowadays convenience is highly desired. Benefits of these ancient practices are being distilled into gummies, tinctures, pills, and various food and drink applications. Nutricosmetics, nutritional supplements that can boost hair, skin, or nail health, are set to be a $12.55 billion industry by 2026.

As skincare enthusiasts push the industry for more and more scientific justification, the focus has zoomed in to an individual ingredient level. Collagen, one of the main structural proteins in the body responsible for connective tissues, makes up 80% of our skin. However, after the age of 20, we lose 1% of our collagen each year—even more after age 40. Hence the appeal of collagen supplements, which claim to revitalise the body’s naturally depleting supply. Collagen is now a popular wellness addition in broths and beverages. Its surge in popularity has also driven collagen into products like popcorn, chocolate, ice cream and nut butters. Purely Elizabeth make oat cups fortified with collagen. In Ireland, Revive Active’s Beauty Complex is made primarily of Type 1 marine collagen, sustainably sourced in France, in addition to Phytoceramides and Hyaluronic Acid.

Brands are looking to entice customers with ingredients that can standout to a consumer increasingly committed to scouring for the best and the latest.  Omega 3’s, Vitamin B, adaptogens, and probiotics are emerging favorites. Moon Juice’s Beauty Dust contains crushed pearl extract to increase skin’s luminance. Viviscal is the UK’s most clinically researched hair supplement brand. Its formula is made with a unique nutrient, AminoMarC, originating from Scandinavian research.

Topical personal care products are also incorporating natural, food-grade elements in what some have named the ‘kitchen beauty’ trend. Over the past year, countless brands have added ingredients that could easily be found on a grocery list, from mushrooms and flaxseed, to green tea and tomatoes. Forever Wild Organics offer flexibility with a hair growth tea which can be brewed and drunk or used as a hair rinse.

As social media keeps culture visually motivated, the pressure to look good has never been greater. People are being strategic and looking to leverage more than one method to feel beautiful. Approaching this from both inside and out has appealing symmetry. Brands should keep in mind that people today are making joined-up wellness decisions. Consider how your brand could fit in with your consumers overall aspiration.