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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%).

What's Up Beauty
Sprout
Natures Plus
Bears with Benefits
Vital Proteins
Guud Glow
hey'Mo
Dr. Morepen
Wooden Spoon Herbs
Neurolab

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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.
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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Over the past five years, the Asian beauty landscape has continuously transformed. Between October 2022 and September 2023, Lip Cosmetics took center stage, dominating the new product launches. Notably, long-lasting formulations claimed the top position with 71% of these launches. The market has also witnessed a rising trend in multifunctional makeup items and a surge in sustainable and clean beauty products. Formulas without animal ingredients, emphasizing plant-based alternatives and boasting free-from claims are growing fast. This signals a shift toward eco-conscious and ethical beauty choices in the Asian market.
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