Growing trend for nutricosmetics: Boosting beauty from the inside out

IN 2019, the Asia Pacific nutricosmetics market was valued at USD 3.1 million and is projected to experience a Compound Annual Growth Rate (CAGR) of 12% between 2020 and 2027.^[i] Nutricosmetics encompass nutritional supplements for beauty and personal care. These products or ingredients are intended for oral consumption, and can also be incorporated into functional foods and beverages.

There is growing demand among consumers for beauty-from-within concepts, notably among ageing populations in advanced economies. This demographic is actively seeking out such products to support their health and help maintain a youthful appearance. Older consumers are therefore recognised as a key driver for the expansion of the nutricosmetics sector. So, perhaps not surprisingly, in regions characterised by a growing elderly population, such as Japan, significant growth is foreseen in the nutricosmetics market. Additionally, burgeoning demand is expected in other Asian markets where consumers are increasingly prioritising their health and appearance.

Sustainability, credibility, efficacy and naturalness claims are currently trending in the Asian beauty-from-within sector (Photo © Kitthanes Ratanasira Anan I Dreamstime)

A sizeable portion of consumers associate optimal skin health with overall well-being, with recent data from FMCG Gurus indicating that in 2021, 67% acknowledged the connection between healthy skin and general wellness – a rise of 13% on 2018. Andrea Zangara, Head of Scientific Communication and Medical Affairs at botanical ingredients producer Euromed, comments: “While beauty is often seen as superficial, consumers recognise that enhancing skin health involves not only external treatments such as creams and lotions, but also internal support through supplementation. In general, consumers are focusing more on health claims such as healthy ageing, including wholesome hair and skin, than on appearance alone.”

Trends in beauty-from-within products

Sustainability, credibility, efficacy and naturalness claims are currently trending in the Asian beauty-from-within sector. In China, 54% of survey respondents have shown interest in the sustainability of a product, while in Japan, this figure is even higher at 76%. Also, 94% of the Chinese participants research a product’s ingredients before purchasing in order to ensure the claimed efficacy of the product is credible.^[ii] Meanwhile, 28% of Indonesian consumers and 31% of Thai consumers are willing to pay 10-20% more for scientific formulations. As demand for these natural and scientifically proven skincare ingredients rises, companies can give their products premium positioning. In 2022, "all natural ingredients" was deemed the most influential factor in purchasing decisions by 31% of Asia Pacific online beauty shoppers.^[iii] With an increasing number of Southeast Asian consumers seeking out specific ingredients, brands can enhance their offerings by highlighting active ingredients and, crucially, communicating their benefits.

Hair care is also gaining in popularity among consumers in Southeast Asia. The current value of the Asian haircare market stands at USD 33.04 billion and is projected to reach USD 43.59 billion by 2028, with a CAGR of 5.7%, according to Mordor Intelligence.

Both the hair- and skincare market in the APAC region are set for substantial expansion over the next five years. This growth is attributed in part to the increasing incidence of skin problems and heightened aesthetic awareness among Asian consumers.^[iv] So brands that utilise natural ingredients to strengthen and thicken hair, and improve skin health, are poised for significant success in this region.

Potent pomegranate extract backed by science

Euromed's Pomanox® perfectly meets these trends and consumer demands. It is a natural, standardised botanical extract made from pomegranate via a quality-controlled, transparent and sustainable local supply chain. Pomegranate’s health benefits come from punicalagins, which are among nature’s strongest antioxidants. With up to 30% punicalagins, the effectiveness of Pomanox® for skin and hair health is backed by scientific studies.

Research suggests that this extract has the potential to reduce unsightly signs of skin ageing, such as hyperpigmentation, dryness and decreased elasticity^[v]. The primary cause of skin photoageing is ultraviolet radiation, which can lead to the deterioration of extracellular matrix components in the skin, resulting in poor elasticity and increased melanin production, known as hyperpigmentation. This can occur as a natural part of melanogenesis, usually triggered by the ageing process and exposure to sunlight. This can lead to the formation of darkened skin patches, commonly referred to as age spots or sunspots, resulting in an uneven skin tone.^[vi] Wrinkles, meanwhile, occur as a result of fluctuations in the dermal matrix due to a lack of collagen, elastic fibres and hyaluronic acid.^[vii]

But now for the good news. Through the suppression of melanogenesis and oxidative stress, coupled with modulation of the collagen and hyaluronic acid metabolism, the ageing process can be slowed down. Pomanox® demonstrated a notable ability to inhibit tyrosinase activity in vitro, suggesting a potential reduction in hyperpigmentation through the decrease of melanin synthesis. Tyrosinase serves as a multifunctional enzyme responsible for catalysing the crucial initial step in melanin synthesis. Inhibiting this enzyme is one of the most promising strategies for reducing melanogenesis and subsequently regulating hyperpigmentation. To validate these promising in vitro findings, a clinical trial of Pomanox® was recently completed with preliminary results showing a reduction in the melanin index, a marker of hyperpigmentation. The study also examined effects on the skin and gut microbiome, thus highlighting the importance of the gut-skin axis in overall skin health.^[viii]

The extract is produced with an eco-friendly, proprietary, osmotised water-only extraction technology, which effectively maintains and intensifies the natural essence and benefits of pomegranate fruit, ensuring 100% solubility, safety and potency. “Reducing both internal and external signs of ageing, Pomanox® is a valuable and promising ingredient for nutricosmetic and beauty-from-within applications,” adds Zangara.

Conclusion

In summary, the growing Asia Pacific nutricosmetics market means there's rising demand for natural formulations that promote beauty from within. Older consumers, especially in regions like Japan, are key drivers of this trend, as are consumers in other Asian markets. They understand the importance of internal support for skin health and the role played by beauty-from-within products. As a natural, sustainable and well-researched botanical extract, Pomanox® aligns with current trends in this region. This underlines its strong potential for nutricosmetic applications, meeting the evolving needs of consumers seeking holistic and proven beauty solutions.