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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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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