innovation in the skincare supplement market

Nutrition Business Journal identified beauty-from-within
as a top dietary supplement product trend for 2019 and predicted that the category could be worth more
than $1 billion by 2020. A focus on skin wellness via supplements was also a consistent theme in consumerfacing articles on key skincare trends for 2019, with one remarking that ingestible beauty supplements had
“turned morning smoothies into legitimate skincare products.” Meanwhile, in the two years since ‘Beyond Skin Deep’,
other trends in beauty and skincare markets have gained importance:

    1. The importance of naturality

Research has shown that one in every two (50%) American skin care consumers want products that are
all-natural or free from synthetic chemicalsת with 68% buying at least some natural or organic products for skin health.
Reflecting that, US sales of “natural” personal care and beauty products were worth more than $1.5 billion in
2017.

Demand for natural beauty products is not confined to North America. In the UK, the certified organic and
natural beauty market grew by 14% in 2018, well above the level of growth in the country’s wider wellbeing
market. Meanwhile, Asia’s share of the global natural cosmetics market is predicted to rise.
Furthermore, the tendency to prefer natural skin care products skews towards younger consumers, which
is expected to lead to increased consumer demand.5 In 2017, 43% of American facial product users aged
between 18 and 34 had used skincare products containing natural ingredients. Other research shows
that the percentage of consumers who purchase organic or natural beauty or personal care products decreases
with age. Among Generation Z, the figure is 73%, dropping to 70% for millennials, 67% for Generation X,
and 61% for baby boomers. It is clear that the beauty industry has responded to the growing call for naturality.    Names of new brands that launched in 2018 included “Love, Beauty & Planet”,
“Nature Box”, “Seed Phytonutrients”, and “La Provençale Bio”. Retailers such as Space NK have devoted shelf
space to products that are free from undesirable chemical ingredients.
Increasing numbers of brands, including big ones like L’Oreal Garnier, have applied
for accreditation, such as Soil Association COSMOS certification, that allows them to display their natural
credentials. The number of products in Europe with COSMOS organic or natural certification doubled in 2018
to 10,000.