Substantiating a staple: Collagen enters era of proof, precision and purpose

Collagen is a familiar staple in beauty and wellness formulations, but consumers’ growing scrutiny of ingredients is increasingly prompting brands to validate the efficacy of the ingredient and justify its inclusion. 

Innova Market Insights data indicates that 57% of consumers globally are interested in collagen as an anti-aging ingredient, highlighting its entrenched position in beauty routines.

However, the personal care industry innovates novel anti-aging ingredients rapidly, and experts suggest that collagen’s sustained popularity will hinge on formulation intelligence and transparency in sourcing.

Personal Care Insights sits down with experts from Shed and Gelita to explore how formulation science and validation are shaping collagen’s role in modern beauty and wellness.

“Consumers today are savvy; they want evidence-based products that work and that they can trust,” Kory Morse, lead education specialist at Shed, tells us.

Justifying the recognized

Collagen benefits from its decades-long strong reputation in skin care and supplements. It is now in a phase of steady momentum rather than rapid expansion. Innova Market Insights data shows that global beauty supplement launches containing collagen grew 1% CAGR between October 2020 and September 2025.

As collagen appears in an expanding range of products, brands are increasingly expected to clarify why it is included and how it contributes to the overall performance of the product.

Angie Rimel, marketing communications manager at Gelita, tells Personal Care Insights that brands should no longer rely solely on collagen’s reputation.

“Brand owners and manufacturers should consider how they want to position their products. Then, check that the specific ingredient is supported by clinical studies. This is important because not all collagen peptides are the same.”

Collagen remains a key anti-aging ingredient, but brands face higher expectations around proof and performance.Rimel notes that consumers are increasingly seeking clearer explanations regarding the benefits of formulas and formats, such as topical versus ingestible, as well as the types of collagen used.

Targeted differentiation

Suppliers are sharpening their focus on science-led collagen differentiation. Rather than positioning collagen as a generic protein, companies are highlighting how specific peptides behave differently in the body.

Gelita’s Rimel explains that formulation science is shaping the next phase of collagen innovation. She points to the company’s Verisol ingredient as an example of how collagen has evolved beyond traditional supplementation. It is a bioreactive collagen peptide designed for beauty-from-within applications.

“Verisol is a clinically backed, low-dose, and patented ingredient specifically optimized for skin, hair, and nail health,” she says. 

Rimel notes that to achieve desired results, the ingredient prioritizes peptide composition and biological targeting over an increased dosage. “Verisol delivers measurable results thanks to its unique peptide fingerprint that targets beauty on a cellular level.”

Gelita’s approach reflects a broader move toward precision formulation. Collagen is increasingly selected for its specific physiological benefits, rather than broad, generalized effects. 

Rimel says that this precise approach also allows formulators to innovate more efficient, multi-benefit formulations.

“Although collagen is not new, it continues to be a hot ingredient for beauty-from-within formulations. Gelita’s Verisol is a bioactive collagen peptide, which is especially suited for the growing popularity of combo and multi-benefit products, as clinical studies show that only a 2.5g dose delivers the benefits.”

Whole body expansion

Collagen is increasingly used to support functions beyond appearance. “At Shed, we created Triple Beauty Blend to reflect this science, combining types I, II, and III collagen to support both appearance and physical vitality,” says Morse.

Collagen is increasingly positioned within longer-term health and longevity routines.Market data supports this functional shift. Innova Market Insights reports that collagen type II is the fastest-growing collagen ingredient. It grew 19% CAGR in global supplement launches between October 2020 and September 2025, largely attributable to a heightened consumer demand for joint and mobility support.

While collagen types I and III remain dominant in skin and hair care, interest in collagen’s structural role is rising.

“Most products focus on types I and III for skin and hair, but type II collagen is highly effective for cartilage and joint health, making it a differentiator for longevity,” Morse says.

“Collagen also contributes a unique amino acid profile — glycine, proline, and hydroxyproline — that specifically supports connective tissue and mobility.”

Collagen continues to expand beyond its traditional beauty positioning into broader health and performance contexts. 

FullWell Fertility, for example, positions collagen as a supplement suitable for pregnant consumers as it supports skin elasticity, joint health, gut health, and protein intake.

“Not only does collagen support moms to meet elevated protein requirements during pregnancy and postpartum, but it is also crucial during pregnancy because it helps support and strengthen various tissues in your body,” Fullwell Fertility founder Ayla Barmmer previously told Personal Care Insights.

Formulation realities

Practical considerations surrounding collagen’s delivery, absorption, and sourcing are influencing the way the ingredient is used. As the formats of collagen products diversify, suppliers are adapting different peptides to fit consumers’ consumption habits. Rimel notes that gummies are a particularly popular format.

Suppliers are using formulation science to show how different collagen types deliver specific benefits.In this space, she says, “Gelita offers a tailored solution, Verisol HST, which allows for the incorporation of high levels of collagen peptides for beauty gummies.”

Innova Market Insights data indicates that while powder remains the most popular format for collagen supplements globally, chewable formats grew 24% CAGR between October 2020 and September 2025. 

At the same time, brands are increasingly pairing collagen with complementary ingredients that enhance its performance. Morse highlights Shed’s Triple Beauty Blend as an example.

“We formulated Triple Beauty Blend with complementary nutrients — vitamin C, colostrum, and Ceramosides — to optimize absorption and benefits while aligning with whole-body wellness,” she says.

However, experts warn that advancements in formulation science do not eliminate the deeper structural challenges in collagen’s supply chain. 

“The biggest challenges are sustainability and transparency of sourcing, since most collagen comes from animal or marine byproducts, and the lack of standardization in quality,” Morse concludes.