Shiyan Zering, senior research analyst at Mintel, will be one of several expert speakers at the upcoming webinar on Holistic Trends in Beauty From Within (BFW).
The NutraIngredients editorial webinar, hosted in collaboration with sister title CosmeticsDesign-Europe, will explore how the BFW trend is redefining skincare and wellness by delving into nutricosmetics, neurocosmetics, the gut-skin axis and more.
Ahead of the event, which will broadcast live on Sept. 17 at 3 p.m. CET, Zering told NI that the road to success is clear cut for some brands if they are able to meet certain consumer standards.
Combatting consumer skepticism
The beauty industry is seeing the rise of a more discerning consumer, particularly in the BFW space, Zering said, explaining that according to Mintel data, a relatively high portion of people distrust supplement efficacy.
“From what we’ve observed, consumer sentiment toward beauty supplements balances curiosity with skepticism,” she said.
“While innovation is moving rapidly, sometimes bold claims and new ingredients outpace consumer understanding, and this is leaving people unsure or unconvinced.
“Our data shows that nearly half of non-supplement users lack trust in efficacy and doubt that consistent use makes a difference.”
Zering explained that consumer trust is critical for a brand’s success, as most reported wanting stricter regulations in the sector, while valuing brands that back up their products with third-party clinical trials rather than in-house testing.
“This is creating a significant opportunity to bridge the gap between innovation and credibility through transparent data, independent testing and amplifying authentic consumer experiences,” she said.
Successful brand strategy
Zering noted that there seems to be a general roadmap to market success for brands entering the BFW space, with leading brands typically adopting a multifaceted approach.
“I think the brands we see as the most successful beauty supplement brands are those that combine science-backed credibility with clear, accessible communication—they invest in research, highlight transparent results, and they make the benefits of a product easy to understand, especially when introducing new ingredients,” she said.
“Storytelling around so-called hero ingredients and using experts to educate in a marketing sense is also key.”
Zering explained that leading brands are able to deliver multifunctional solutions that support beauty alongside other health needs, such as digestive health, mental well-being and general healthiness, and most importantly in formats that are convenient and enjoyable for consumers.
“Gummies, for example, have grown in popularity because they’re fun to consume, while powders and ready-to-drink beverages offer ease of use, helping consumers integrate supplements more organically into their daily routines,” she said. “This combination of credibility, education and user-friendly formats is what helps brands stand out.”
Future beauty trends
As the beauty supplement industry evolves into an everyday lifestyle product category, it is becoming less niche, and it is the democratization of the space that is driving growth and innovation, Zering said.
“Beauty, wellness and nutrition are already merging into one seamless category—a movement we’re calling ‘healthspan beauty,’ with a growing focus on long-term vitality rather than quick fixes,” she said. “Over the next three to five years, we expect this trend to accelerate, with edible beauty increasingly integrated into snacks and drinks.
“For example, skincare smoothies containing collagen and hyaluronic acid are already appearing in cafés, tapping into the broader wellness craze.”
Furthermore, as the BFW space continues to grow, trending active ingredients are expected to become more accessible, as already being seen in some large-scale retailers.
“Many beauty supplements are expensive, skewing toward higher-income consumers, but initiatives like Boots’ affordable range are bringing premium ingredients like sea moss and lion’s mane to a broader audience at accessible price points,” she said.
