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New trends are taking supplements beyond the realms of beauty and into functional wellness.
In 2024, worldwide sales of beauty supplements shot up by around 10% according to Global Market Insights, and this notable growth has been “driven by increasing consumer demand for holistic health and the convergence of wellness and beauty,” explains Zoe Offen, Senior Brand Manager at The Red Tree.
“Beauty supplements are evolving beyond traditional hair, skin, and nail benefits into a more holistic approach to wellness,” adds Dr. Mamina Turegano, dermatologist and co-founder of Beautycore, a new ingestible beauty supplement that promises clearer skin, stronger hair and a balanced gut, with a formulation that includes probiotics and fermented vitamins.
“Consumers are increasingly looking for products that not only enhance their outward appearance but also support internal health, such as gut balance and mental wellbeing,” says Turegano.
The category is also seeing innovations like Gallinée's Calm & Microbiome supplement which is said to act directly on the gut-brain-skin axis to soothe and reduce stress, improve mood and calm the skin.
As well as expanding into the broader wellness space, supplement brands are branching out into unexpected and increasingly appealing formats, such as vitamin patches, shots and snacks.
Novel formats not only encourage consumers into the category by making supplements more enjoyable to take or to use, they also particularly appeal to the younger consumer.
In the US, 54% of beauty supplement consumers age 18-24 have consumed a ready-to-drink liquid, and 39% a ready-to-mix powder.
In the UK, young consumers under 34 are responsible for generating the strongest proportion of growth: 17% over the past year, according to Kantar.
TikTok is playing a key role in recruiting young consumers into the category.
Kantar's Business Unit Director, Health & Beauty, Matt Maxwell says: “We are definitely seeing the impact of influencers who are talking more about their supplement routines.
“It's driving awareness, and ultimately, exposing young consumers to new areas within supplements.”
“These creators are known for sharing the minutia of their wellness routines and in doing so, their audiences want to mimic it in its entirety,” explains Suzanne Scott, Global Associate Beauty Director at SEEN Group.
Creators like @Donna Bartoli, are helping to position supplements alongside wider beauty and wellness routines including body care, skin care, and even IV infusions, says Scott.
Turegano adds: “While skin care has and continues to be a booming industry, people are realising that it is still has its limitations.
“People are looking to treat skin health and wellness with supplements.
“The emphasis on the ‘inside-out’ approach is only growing, and I see this as a pivotal shift in how beauty is defined and pursued.”
Trend 1: NAD+ support
TikTokers call it 'the fountain of youth', and a 'game changer'.
Celebrities Hailey and Justin Bieber have said they plan to live to 120 using it, while Jennifer Aniston and Gwyneth Paltrow also use it regularly in IV therapy form.
NAD+, the oxidised form of nicotinamide adenine dinucleotide, plays a vital role in both skin health and overall health by serving as a key coenzyme in cellular energy production and repair processes.
This has driven the wellness industry to provide supplement solutions that boost NAD+ levels: first drips, then jabs and now it's drinks and other ingestibles that balance cost and convenience.
This trend explores why NAD+ is taking the beauty and longevity industry by storm.
Trend 2: GLP-1 supplements
From skin elasticity to nausea, supplements that offer targeted support for GLP-1 users, and those that 'mimic' the drugs, will explode in 2025.
2024 saw a hike in demand from consumers looking to complement their GLP-1 journeys with targeted supplements, following the rising popularity of the medications.
One in eight US adults have already taken GLP-1 drugs for weight loss or blood sugar control, and the figure is predicted to rise to up to one in six in the future.
This trend discovers how this new supplement category is emerging, how new brands are entering the space, and the challenges they face.
Trend 3: Vitamin patches
For the millions of people around the world with pill fatigue, alternative supplement formats have been a game-changer.
Gummies, shots and snacks have boomed, but the latest trend is wearable vitamin patches, convenient 'peel, stick and go' solutions that are seeing rapid growth from a crop of dedicated young brands.
Whether it's to support sleep, focus, relaxation, immunity, rescue relief from a night out, stress levels, energy levels, or for skin-boosting benefits such as glow and radiance, there is now a patch for pretty much every wellness need, yet there's scepticism that they work.
This trend explores what brands are doing to prove that they do.
Trend 4: Oral wellness
Compared to the likes of #PerfumeTok and #HairTok, #TeethTok may be a less obvious beauty and wellness trend on TikTok, but with 1.1 billion views, it is clear that people are growing increasingly interested in oral health education.
After growing awareness of both the gut and skin microbiome, the oral microbiome is becoming the next focus for both brands and consumers.
Now, brands are spotting an opportunity to launch supplements formulated with probiotics to support the microbiome in the mouth, for both oral health and wider health and wellbeing.
Trend 5: Bovine colostrum
There were many wellness crazes in 2024, but bovine colostrum – known as 'liquid gold' – shone through as one of the fastest growing wonder trends in supplements, and this is expected to continue in 2025.
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, enhance skin radiance and even hair health.
Colostrum supplements are still in the earlier stages of consumer awareness, even in the US, where Mintel notes that around 10% of ingestible beauty consumers currently recognise the ingredient's benefits specifically for them.
Nevertheless, Joan Li, Senior Analyst, Beauty and Personal Care at Mintel says: “The momentum is there and the potential is there for it to be an ingredient that fits perfectly into consumer demand, and the willingness to try holistic wellness solutions. It's definitely one to watch in the future.”
Featured companies
- Companies:
- Kantar
- Mintel International Group
- TikTok