There is nothing ‘supplementary’ about the growth of the supplements category in 2026, which is slowly positioning itself to become the next heavyweight beauty mainstay.
This may come as a surprise for some, as traditional beauty products and wellness supplements have historically never cohabited on the retail shelf – relegated to separate areas.
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But all of that is changing, as supplements are being tapped by brands large and small – all eager to cash in on the new internal approach to beauty.
This includes L’Oréal-owned luxury dermocosmetics skin care brand Vichy, which launched its first-ever collagen supplement in February 2026.
Elsewhere, beauty technology brand Foreo entered the world of supplements with its FAQ Pure Beauty-Tech Elixir, designed to address the signs of early ageing.
But why are new brands looking to capitalise on supplements this year, and can the segment’s explosive growth last?
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