How ingestible skincare hit the mainstream
Zev Ziegler considers the rise of the beauty supplement & the opportunities it offers marketers of skincare products.
Ingestible skincare, or beauty from within, was once seen as a niche category. Not any more. Consumers, particularly millennials and Gen-Zers, are increasingly recognising the importance of nutrition for healthy, resilient skin. As a result, supplementation for skincare and beauty is being hailed as a key wellness trend for 2019.
This is in line with recent research by Lycored when producing our report, Beyond Skin Deep. When we surveyed 480 consumers in the UK and France, two thirds (66%) agreed with the statement: “The idea of taking a supplement for skin health or beauty is normal.” Only 14% said the idea was “not normal.”
The trend was even clearer among younger consumers. Over four in ten (43%) of those aged between 18 and 35 said they had used an oral product to benefit their skin health at some point. This compared with 39% of 36-49 year olds, 23% of those aged between 50 and 69, and 14% of those aged 70 or over.
Among respondents who had never taken a pill or supplement for skincare, 46% said the main reason was that “It seems to make more sense to apply a product to my skin.”
The second most commonly cited reason was “I wasn't aware I could achieve the same skincare benefits by taking a pill or capsule.” (32%). These barriers were least likely to be cited by the millennials who were surveyed, suggesting that awareness of the potential of ingestible skincare is highest among younger consumers.
This may be because ingestible beauty products appeal to a “from within” millennial philosophy. As writer Allison Collins puts it: “The views of the younger generation – a beauty-from-the-inside-out approach – represent a sharp departure from the antiwrinkle priorities of their Baby Boomer parents.”
Another interesting phenomenon is that men seem to be significantly more open to the concept of ingestible skincare than women. Three quarters (74%) of the male consumers we surveyed said the idea of taking a supplement for skin health or beauty was normal, compared to 58% of women. A possible explanation for this is that they are less willing than women to spend time applying topical products. Thirty-seven per cent of the men surveyed said they want to spend less time on their skincare regimens, compared to 28% of women.
Ingestible skincare is becoming increasingly mainstream and will continue to blossom as a category.
The emergence of new consumer categories – such as high-spending millennials and appearance-conscious young men – represents a major opportunity for the manufacturers and marketers of skincare products. However, to meet their needs it is necessary to understand the new “from the inside-out” skincare philosophy.
Zev Ziegler is Head of Global Brand & Marketing, Health at skincare supplement company, Lycored.