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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
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Wooden Spoon Herbs
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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 suggests cosmetic products have been expanding with an average annual growth of 3% from April 2018 to March 2023. Lipstick had the highest share of launches and Face Concealers showed a high growth of 20% within the same period. The data also shows high growth in cosmetic color formulations, significantly in those targeting men, at 174%. Free-from claims peaked with accelerated launches without GMOs, ammonia and palm oil. Synthetic beeswax is the fastest-growing ingredient. 
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Innova Market Insights data indicates that Fine Fragrance and Essential Oil launches show fast growth, with an average annual increase globally of 16% from April 2018 to March 2023. Fragrances for women lead the launches, and the essential oil subcategory shows the fastest growth in the five years. There is also an innovation opportunity for biodegradable ingredient use with +174% growth globally in the same period. The plant-based claim use is also on trend.
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Natural pigments in personal care and cosmetics are derived from botanical sources such as fruits, flowers, herbs, minerals and clays. These pigments can be used both in personal care and makeup.
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The personal care industry is experiencing a surge of interest in botanical extracts, with a remarkable annual growth rate of +5% (Global, CAGR 2018-2022). The primary category for these extracts is Facial/Neck moisturizers, making up 18% of all launches. Prebiotics are also gaining traction in these products, with an impressive annual growth rate of 68%. Aloe vera is a popular botanical ingredient, while horehound extract is the fastest-growing, with a remarkable growth rate of +53% from 2018 to 2022. 
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Biodegradable solutions in personal care are a path to sustainability. From biodegradable packaging materials, such as wipes, to plant-based ingredients, these solutions aim to reduce the ecological impact of personal care products. Moreso, personal care launches with biodegradable claims are surging with a 41% average annual growth from 2018 to 2022.  
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There is a surge of growth in personal care launches with microbiome-friendly claims mentioned on personal care product packaging. From 2018 to 2022, these products had 98% average annual compound growth. Most of these launches were in the skin care category.
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