This article was originally published in the Cosmetics Business Supplements Trend Report. Receive your copy here.
When it comes to tackling conditions like acne and psoriasis, consumers are going beyond skin-deep.
The connection between gut dysbiosis and skin issues has long been recognised, but the rapidly growing body of research on the gut-skin axis, rising innovation from supplement brands and an acceleration in consumer understanding has propelled the space forward further over the past year.
Just two years ago, brands were facing challenges around the lack in consumer understanding that a imbalanced gut microbiome can have on the skin.
However, the recent step-change in understanding around how interconnected our internal systems are, has had a positive impact.
TikTok has undoubtedly played a role here, with #GutTok racking up 1.1 billion views, while #GutHealth has 6.5 billion, putting gut health on the radar of Gen Z.
The changing face of acne
This coincides with the conversation around skin conditions completely opening up, assisted by a new wave of treatment-focused brands.
The acne segment has been awash with attractive formats, non-irritating formulations, and fresh communication which has redefined the space.
Nick Vaus, Partner and Creative Director of Free The Birds, says: “The changing face of acne opens up new significance for products which support the gut, and therefore the skin.
“Advancements in skin care technology are pushing consumers away from products which have a harsh effect on the skin while attempting to tackle acne.
“Products which work from within to support the root causes are taking over.”
Attention on the gut-skin axis has also been building due to the growing level of promising research that continues to emerge in the space.
And a new study that was conducted from July 2021 to June 2023 by the Hairline International Hair & Skin Research & Treatment Center based in Bangalore, India, revealed a profound correlation between gut health and skin conditions such as acne, atopic dermatitis, eczema and psoriasis.
72% of patients seeking treatment at Hairline International during the study period who had acne vulgaris displayed indications of poor gut health, marked by symptoms like food intolerance, allergies, GERD and digestive problems.
The study found an inverse relationship between probiotic use and the occurrence of skin lesions.
Bloomfield says: “The latest research is increasingly supportive, and the rapidly growing probiotics market, with companies like Symprove, Heights and The Nue Co being particularly vocal, has supported consumers’ understanding.
“Anecdotally, our conversations with people have shown a massive step-up in knowledge today versus even 12 months ago, while TV shows like Know Your Sh!t will only support this further going forward.”
You're Looking Well joins the dots between skin health and gut health with both supplements and creams
If consumers are getting on board, then brands are ready for them. The space has been boosted by some strong innovations over the past year.
You’re Looking Well offers a calibrated line of supplements and topical skin care and Bloomfield says: “So far, we are the only gut-skin routine developed from the bottom up, with products designed to work in harmony together.”
The range comprises a Day Cream, Day Pill, Night Cream, and Night Pill, with the supplements designed to optimise the gut microbiome, while the topical formulations bolster the skin’s unique ecosystem of bacteria.
“Every ingredient has been scrutinised as to if it’s most appropriate to be included topically in the skin care, or within the supplements for maximum efficacy,” says Bloomfield.
The Gut Co's Skin Health supplement contains probiotic Lactobacillus rhamnosus to optimise the gut-skin axis
Another new player is The Gut Co, which launched in 2022 with the founder’s mission to revolutionise gut health after being diagnosed with IBD (inflammatory bowel disease) and finding that his skin conditions had worsened.
With probiotic-based formulations designed to harmonise gut health with skin care for comprehensive wellness, founder Sas Parsad says that the entry of brands like The Gut Co signals “a paradigm shift” in both consumer awareness and the development of the market.
“Notably, 86% of the UK population experiences some form of gastrointestinal issue, and there’s a profound awareness that skin issues are intricately linked to gut health,” says Parsad.
“This knowledge has fuelled a surge in demand for supplements that address the root cause internally, reflecting a shift toward holistic wellness solutions beyond conventional skin care.
Consumers seek a proactive approach to health, recognising the symbiotic relationship between gut health and radiant skin,” he says.
The brand’s Skin Health formula is clinically proven to rebalance and diversify the gut microbiome, delivering a blend of vitamins, botanical extracts and live bacteria that positive affect the gut-skin axis.
Preserving benefits
Vida Glow, the global number one marine collagen supplement brand, has also seen a surge in the emphasis on gut health, and founder Anna Lahey says: “More people are coming to understand how the gut microbiome plays a key role in our overall health – especially our skin.”
The brand’s latest addition is a solution for symptoms of acne and breakouts that uses cap-in- cap technology to combine minerals, vitamins, omega oils and a probiotic active into one capsule to take effect on the gut-skin axis to target the primary symptoms of acne and holistically treat breakouts.
“In any other format, this synergy of ingredients could not work,” says Lahey. “The 2-in-1 technology is what protects the integrity of our hero probiotic, AcuSolve.
“By preserving the live bacteria, we’re allowing the gut to receive the full spectrum of probiotic benefits so optimum results can be achieved.”
Vida Glow's Clear Advanced Repair uses 2-in-1 capsule technology to protect its hero probiotic, AcuSolve
Overcoming the challenges of formulating with live bacterial strains is an important step, and Angela Brady, Global Innovation and Partnering Director of health and nutrition company H&H Group says that “the use of more novel formats provides an opportunity to combine ingredients that previously could not be paired, since it is not just ‘biotic’ ingredients that influence the gut-skin axis.”
The company sees the gut-skin axis as an area to explore potential new product offerings, and Brady says that it is actively researching the symbiotic relationship between probiotic strains and the optimal prebiotic that will encourage growth and diversity.
Retailers are also increasingly climbing on board. This month, Target will be launching Hum Nutrition into its Natural Beauty aisles, rather than the supplement section, signalling its acknowledgment that the gut-skin connection is popular in women’s wellness.
Hum’s Daily Cleanse product incorporates 14 detoxifiers including chlorella and spirulina for a gentle digestive cleanse and clear skin – 80% of consumers who purchased Daily Cleanse reported clearer skin after eight weeks of use.
And as more scientific studies link good skin to gut health, Lahy expects to see a further rise in supplement brands exploring the gut-skin connection in their formulation approach.
“I think the industry is really just at the start of what I believe will be a new era of beauty cosmetics that target gut health and other internal imbalances that contribute to our beauty concerns.”
Parsad adds: “The focus on the gut-skin axis is set to redefine the supplements space, with beauty and health converging seamlessly.”
