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Biotin-based supplements lead beauty-from-within launches

Mar 2023

Supplements with skin health claims have had an annual growth of 31% (Global, CAGR 2018 to 2022). Capsules (27%) lead the product launches, but most innovations are in gummy format, with an annual growth of 64% (Global, CAGR 2018 to 2022). Biotin is the top ingredient for these supplements targeting beauty purposes (35%).

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 What's Up Beauty Dietary Supplement: Strawberry Flavor (India) 

  • Beauty dietary supplement to support hair, skin and nail health.
  • Contains biotin, protects the skin and strengthens our hair and nails.
  • Contains zinc, making hair thicker and reducing troublesome skin issues like acne.
  • Contains folic acid, responsible for healthy cell growth, making hair and nails grow faster.
  • Contains aloe vera, deeply nourishes the skin and makes hair lustrous.
  • Contains grape seed extract, improves collagen levels and helps reduces signs of aging by making the skin firmer.
  • Contains sea buckthorn, hydrates the skin protecting it from UV rays and replenishes hair and nails.
  • Gluten-free. Suitable for vegans. No added preservatives or artificial colors. FSSAI approved. 100% vegetarian.
  • Comes in 30 strawberry-flavored gummies held in a cardboard tub.
The use of fermented ingredients in personal care products is increasing across all beauty categories, especially in facial skincare. Products with fermented ingredients promise better skincare absorption, skin barrier support, sustainability and clean label claims.  
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Skin health is becoming an essential focus for consumers. Personal care that benefits the skin barrier is sought more, and the market is responding with product launches that promise to hydrate, soothe, repair and protect the skin. For this purpose, ingredients such as hydrating lipids, hyaluronic acid and ceramides are used.
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Ingredient circularity offers a solution to tackle global sustainability issues. This trend is now also part of personal care innovation, where beauty brands use upcycled ingredients left over from other product production. Industry upcycling solutions might be a response to consumers expecting ingredient transparency in personal care.  
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Personal care products are noticeably utilizing more bio-based ingredients than before. In 2022, the product categories that had the most natural and organic product launches were facial and neck moisturizers (15%), facial treatments (10%) and shower products (10%). More than half of these products were launched in Europe (54%), while North America (20%) and Asia (16%) also played an essential role in launching these types of products.
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According to Innova Market Insights, product launches with collagen ingredients have a stable growth path. The top categories for products with collagen are skin care and hair care, but the fastest growing is collagen used in hand, bath and shower products. There is also a noticeable growth in no-animal ingredient claims for collagen products (79% ((CAGR, Jul 2017-Jun 2022)).
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As consumers become more conscious about sustainability, they are paying more attention to what and how they purchase. To accommodate consumer demands, personal care brands have begun to source their products responsibly. Between July 2021 and June 2022, the most responsibly-sourced personal care products were skincare (21%), face/body cosmetics (18%), and hair care (15%). Moreover, most claims seen in responsibly-sourced personal care products were ethical- animal/fish and bird (20%), no animal ingredients (17%) and ethical packaging (15%).
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