In a wellness-obsessed culture, consumers are increasingly keen to take care of their health for aesthetic reasons as well, something brands from Bobbi Brown to Dirty Lemon are catering to with beauty-enhancing supplements and foods

In a culture hyper focused on wellness, supporting inner beauty has taken on new meaning. Accordingly, brands are developing supplements that focus on using natural ingredients that promote beauty through healthy means, and doing so in creative ways in line with their hallmark services and products.

This ingestible beauty trend is one of the emerging influences transforming the cosmetic and personal care space, as identified by PSFK researchers in our recent report on the category. Here's how brands Dirty Lemon, Nutrafol and Evolution_18 have incorporated health supplements into their offerings that help consumers meet their aesthetic goals from within:

Dirty Lemon
The New York City-based beverage company Dirty Lemon launched +retinol, the first drinkable retinol. The drink features an ingestible beauty serum made up of a form of retinoic acid—which is a skincare ingredient known to stimulate the natural production of collagen to create younger-looking skin.

Nutrafol
Direct-to-consumer hair health brand Nutrafol offers a new solution for thinning hair with a line of ingestible supplements: The company provides personalized products to meet each consumer's hair needs through an online test that can be taken from the comfort of their homes. These products use a combination of botanical and pharmaceutical ingredients to create a healthier scalp.

Evolution_18 x Walmart
Created by beauty icon Bobbi Brown, this supplement brand Evolution_18 launched an affordable line of wellness supplements in collaboration with big box retailer Walmart. Varying from nail strength to shiny hair, these products help care for some of the most common consumer beauty concerns. The 10-product line includes superfood powder, de-bloat tea and vitamin gummies.


Lead image: stock photos from VH-studio/Shutterstock

In a culture hyper focused on wellness, supporting inner beauty has taken on new meaning. Accordingly, brands are developing supplements that focus on using natural ingredients that promote beauty through healthy means, and doing so in creative ways in line with their hallmark services and products.

This ingestible beauty trend is one of the emerging influences transforming the cosmetic and personal care space, as identified by PSFK researchers in our recent report on the category. Here's how brands Dirty Lemon, Nutrafol and Evolution_18 have incorporated health supplements into their offerings that help consumers meet their aesthetic goals from within: