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Beauty from within — 2024's nutricosmetic trends to watch

AuthorsBernadett Nagy

5 min read

Health, Beauty & Fashion, Food & Drink

Beauty from within 2024s nutricosmetic trends to watch

The supplement industry is booming. Some of the hottest products this year include nutricosmetics that target menopause, gut health and promote all kinds of other beauty benefits. 

Here, Senior Associate and commercial lawyer Bernadett Nagy explores changing beauty standards and identifies the top trends to watch before offering a word of warning to brand owners, marketing managers and influencers looking to promote the benefits of such products through advertising.


Holistic wellness

The meaning and concept of beauty is constantly evolving. Once understood as someone’s appearance and how that complied with society’s beauty standards at the time, nowadays beauty takes on a more holistic (and less critical) view.

Today’s concept of beauty is complex. It can embody skin health, healthy eating, gut health, mental health and conscious living. With holistic wellness in mind, beauty brands are keen to offer a better and wider range of food supplements that intend to complement their traditional topical product offerings. Consumers are looking for supplements that — through regular consumption — can promote faster growing or shinier-looking hair, glowing or tighter-looking skin and more.


Beauty from within

Nutricosmetics — also referred to as ‘ingestible beauty’ or ‘beauty from within’ — are a relatively new concept. Products targeting hair, nail and skin health have been available on the market for a while now, in several forms such as multivitamin tablets or powders. 

While the consumption of supplements containing ingredients like collagen, zinc, vitamin C and vitamin A is commonly associated with beneficial effects, the body-mind-health concept is now going further with the aim of providing solutions for more complex concerns that affect our everyday wellness.


2024’s hottest supplement trends

These include: 


Classifications are key

Although science and research have started to put more emphasis on the efficacy of these beauty supplements, we mustn’t forget that they’re classed as food supplements — not cosmetic products.

This means that in England, such products are subject to The Food Supplements (England) Regulations 2003. One of the implications is that only claims that have been authorised and listed on the Great Britain nutrition and health claims (NHC) register are permissible on labels and advertising materials.

Whether you’re a brand owner, marketing manager or influencer, if you’re looking to advertise an ingestible product with beauty benefits, you should ensure that you’ve classified your product correctly and don’t fall foul by virtue of the product’s ‘beauty’ aspect.

Some key issues to note include:


Unsure how your product is classified?

If you’re unsure about how your product should be classified, what you can say about their benefits when advertising or how to make compliant claims that aren’t misleading, talk to our expert beauty and fashion team.

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