This article was published in The Cosmetics Business Supplements Trend Report. Receive your copy here
There were many wellness crazes in 2024, but bovine colostrum – known as ‘liquid gold’ – shone through as one of the fastest growing new supplement trends.
The highly concentrated ‘milk’ that cows produce after giving birth is rich in antibodies, proteins, peptides and vitamins and is claimed by wellness influencers and brands to improve gut health, support immunity and enhance skin radiance.
Endorsed by celebrity influencers like Gwyneth Paltrow and Sofia Richie Grainge, searches for ‘colostrum’ grew by 103.8% in 2024 in the US, according to Spate, where the trend is more prevalent.
However bovine colostrum is also gaining momentum in the UK.
“2024 has been a breakout year for colostrum as a wellness supplement,” says Yousaf Sekander, MD of Wellgard, whose Colostrum Powder launched in 2022 and has become one of its most popular products.
“It’s clear that more people in the UK are seeking natural, effective ways to support their health, and colostrum fits perfectly into that narrative,” says Sekander.
“We’ve seen a noticeable surge in demand, reflecting a growing awareness around its benefits.
“Colostrum is just beginning to gain mainstream recognition in the UK, and we believe it’s poised for even greater growth in 2025.”