Sea moss: Why this buzzy supplement is turning heads in beauty

By Jo Allen | Published: 22-Feb-2023

The skin care benefits of sea moss hang on ancedotal rather than scientific evidence – but that's not dampening its sales spike

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This article was originally published in the Beauty Supplements Report. Receive your copy here.

One of the more wacky wellness trends to have gone viral over the past year, sea moss has become a supplement saviour among TikTokers.

Videos typically open with fans spooning sea moss gel into their mouths straight from the jar, before touting the benefits they’ve seen: typically, that it clears skin and improves digestion but also sometimes reporting a reduction in brain fog and an increase in libido.

Celebrity endorsement from the likes of Kim Kardashian, Cardi B and Ella Mai has undoubtedly added fuel to the trend that is set to continue to thrive this year.

Described by trend forecaster WGSN as “the buzzy new ingredient-to-know” in beauty in 2023, sea moss – which is sometimes called Irish moss – is mostly sold as a gel in glass bottles, but is also available in capsule, gummy and powder formats and as loose leaves.

Sienna Piccioni, Head of Beauty at WGSN, says that its development as a beauty ingredient comes as ‘skinternal’ supplements and smoothies have been gaining traction as consumers take an ‘inside out approach’ to skin health.”

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