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Exploring Skin-Gut Axis

Jan 2024

As consumers seek more personalized supplements, brands consider that the skin-gut axis plays a pivotal role in the efficacy of supplements. Innova Market Insights data indicates that supplements for skin and digestive health are booming, with a 20% growth globally from October 2018 to September 2023. Most of these launches (39%) were in North America (USA and Canada).

INCA Wellness
Sandhus Nutrition
Work Life
Wellamar
Neotonics
Vitamynn
Ancient Nutrition
50 Caliber Supplements
Eve Wellness
Inspiriko

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INCA Wellness Skin Body Gut Natural Plant Protein Dietary Supplement with Chocolate Flavor (Australia)

  • Natural plant protein dietary supplement that supports skin, hair, nails, gut, bones, joints and muscles.
  • Plant-based and vegan-friendly.
According to Innova Market Insights more than half of consumers globally said that they think it is important that beauty products are both for males and females/gender neutral. Twenty-seven percent of male consumers globally say they have increased makeup usage compared to 12 months ago. Overall, Innova Market Insights data shows a 74% growth of the term “gender neutral” use in Personal Care & Beauty from 2019 to 2023.
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Innova Market Insights data indicates that skin care launches with ethical claims have experienced a notable average annual growth rate of 20% between October 2018 and September 2023. Facial/Neck Moisturizers were the leading sub-category launches with ethical claims, while Eye treatment was the fastest growing. The top ethical claim in skin care launches was Ethical – Animal/Fish & Bird, with two-thirds of global launches. Meanwhile, Ethical – packaging claims in skin care launches are gaining traction.
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Innova Market Insights data indicates that there is a surge of personal care launches that mention skin barrier with a 27% growth from October 2018 to September 2023. 72% of these launches were in Skin Care category. Additionally, with the alignment with the skinification trend there is a steep increase in skin barrier health claims for hair care with a 47% growth in the five years. 
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As consumers increasingly prioritize sustainability and seek products aligned with their values, the quest for petrochemical alternatives in personal care has emerged. From plant-based and botanical extracts to bio-based surfactants, the industry is witnessing a shift toward a green chemistry approach, with ingredients that are renewable, biodegradable, and environmentally responsible.
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Skinification refers to incorporating skin care principles and practices into hair care routines. Innova Market Insights data indicates a surge in skin care mentions used for hair care product launches, with a 21% average annual growth from October 2018 to September 2023. Most of the launches were noticed in hair treatments, with this category continuing to expand with 36% average yearly growth through five years.
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With the changing weather and seasonal transitions, the personal care product industry adapts to cater to the specific needs of this time of year. From lightweight moisturizers to combat warmer temperatures to floral-scented products that evoke the essence of spring, the trends in personal care during this season give insights into the art of self-care tailored for springtime.
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