IS THE TIME FINALLY RIGHT FOR BEAUTY-FROM-WITHIN
TO MOVE INTO THE MAINSTREAM?
IF YOUR company sells inner beauty products, say a supplement, vitamin or beverage, in the US, the odds haven’t been in your favor. But industry stakeholders insist the market is finally
ready to take off.
Naysayers have reason to be skeptical; the nutricosmetics
category has had its share of high profile launches and failures
during the past decade. Borba and Nestlé are just two firms that
tested the waters with gummies, drinks and powders that promised an inner route to better looking skin and hair. Was it too
much too soon for US consumers?
A better explanation might be that their customers were just
Today, marketers of inner beauty products are pinning their
hopes on Millennials. These consumers, born somewhere between 1983 and 2001, exhibit a greater commitment to eating
healthier and exercising, and experts contend they view wellness
in a much broader sense than Boomers and Gen X. Plus, their
focus on wellness seems to seep into other aspects of their lives,
from what they wear (think FitBits and Fabletics) to the foods and
beverages they choose to consume—and that has nutricosmetics
and beauty-from-within marketers bullish about the future.
“I think today is a much better time
for beauty-from-within than 10 years ago.
Consumers are much more educated and
understand that you can get value added and
benefits from your food,” said Camille Varlet,
who is founder of All Beauty Water LLC, New
Varlet launched her zero calorie, zero sugar skin care drink about two years after finding
a chemist and landing a co-packer. Today, All
Beauty Water SKUs are sold at select brick and
mortar locations in New York City, on Amazon
and inside New York Athletic Club. Soon, shoppers at Shaw’s supermarkets in Massachusetts
will also be able to purchase these flavored
drinks that are designed to help hydrate, increase elasticity and replenish skin cells to help
skin look younger.
Each bottle contains two glasses of water,
“SkinVitamins” (namely A, C, D, E, B12, B6, B3,
D and biotin) and “SkinNutrients” (selenium, green tea extract,
magnesium, manganese, calcium, potassium and zinc). The for-
mulas are three flavors, Cucumber Aloe, Pomegranate Rose and
“I wanted flavors that evoked beauty and were accessible—
but the combination would be unique to us,” said Varlet, who has
worked in brand management at both Dannon and L’Oréal.
“We have seen Millennials approach health and wellness differently,” Chris O’Connor, vice president of Nature’s Bounty, told
Happi in a phone interview. The brand owner, which has sold
hair, skin and nails supplements for more than 15 years, believes
consumers are connecting the dots between health and beauty.
(As is its parent company, NBTY, which acquired skin care line Dr.
Organic last year.)
Nature’s Bounty recently rolled out new inner beauty products within its Optimal Solutions health, beauty and wellness
line. Additions include the Healthy Hair Keratin formula, which
promotes shiny, lustrous hair and contains 500mg of Cynatine
HNS Keratin Complex and 100% Daily Value (DV) of biotin, zinc,
copper and B6; Radiant Skin Ceramosides, which is formulated
to nourish and hydrate with a European-sourced wheat that
helps support skin’s moisture; and Ageless
Eye Advanced Verisol Collagen, which helps
with the appearance of fine lines around the
eye with a formulation that contains bioactive collagen peptides and an absorbable
form of collagen.
Taking It All In
Absorption is what matters most in the supplement sphere, according to Jason Camper,
co-founder, co-owner and co-CEO of Le-Vel
Brands, LLC. The Dallas-based company recently rolled out Form, which it bills as the
world’s first “sequentially absorbed collagen
protein gel.” In layman’s terms, it is a hybrid
dietary supplement that delivers broad-based
support to the body, including firm and healthy
Christine Esposito • Associate Editor
Bulletproof’s Upgraded Collagen
Protein is sold at Whole Foods.