Beauty supplements are evolving rapidly, and Europe is emerging as one of the most influential markets driving innovation within the category. It’s been reported that more than one-third of global beauty supplement launches are coming from Europe. Furthermore, according to data from Innova Market Insights, European product launches in hair, skin, and nail supplements grew at a CAGR of 24%, making it the fastest-growing supplement subcategory. Women’s speciality supplements followed closely behind.

So, exactly how is the market changing? 

Today's consumers are seeking more than generic beauty products. They want personalised solutions, clinically backed ingredients, holistic health benefits and cleaner formulations. As a result, brands are adapting their product development strategies to meet these evolving expectations.

Personalised Beauty

Consumers are looking for supplements that target specific beauty concerns rather than relying on general formulas. Common issues driving the demand for personalised beauty solutions include:

  • Hair thinning
  • Hair strengthening
  • Skin hydration
  • Dull or tired-looking skin
  • Brittle nails
  • Inflammation or stress-related skin problems

As the demands of the beauty supplement markets evolve, it’s becoming clear that there is no one-size-fits-all supplement solution here. Consumers are turning to brands for innovation and targeted ingredients that will meet their personalised needs.

Clinically-Backed Ingredients are Driving Purchasing Decisions

Modern consumers are becoming more selective about the beauty supplements they buy, gravitating towards clinically backed ingredients that have proven health benefits. This is particularly prevalent in categories like skin hydration, elasticity and skin-brain-gut health where consumers are looking for real, measurable results.

Popular ingredients consumers are looking for include:

  • Collagen peptides - support skin elasticity and healthy ageing
  • Hyaluronic acid – promotes skin hydration
  • Biotin and Keratin – support healthy hair and nails
  • Vitamin C – contributes to normal collagen formation
  • Vitamin E - helps protect cells from oxidative stress
  • Zinc and Selenium – supports skin health and immune function
  • Vitamin A – contributes to the maintenance of normal skin

For brands entering the category, selecting clinically supported ingredients can help build consumer trust and strengthen product positioning.

Metabolic Beauty Emerges

Metabolic beauty is an emerging trend in the beauty-from-within industry. It’s centred on the idea that skin, nail and hair health is directly influenced by metabolic functions like hormones, energy production and inflammation.

When metabolic systems are not functioning optimally, consumers start to see the signs like increased breakouts, dull skin, puffiness, frizzy hair and weak nails.

Consumers are looking for supplements that support the underlying mechanisms that influence glowing skin and healthy hair, not just the surface-level symptoms.

Ingredients gaining traction with metabolic beauty formulations include:

  • B Vitamins – these play an essential role in cellular energy production which affects skin vitality
  • Adaptogens – Ashwagandha is popular as it may help to reduce stress-related inflammation which contributes to dullness and breakouts
  • CoQ10 – may support mitochondrial function and skin health

Clean Label Beauty

Clean label plays a major role when it comes to beauty-from-within. Shorter, transparent labels and supplements formulated with ingredients people recognise are succeeding in this area. Shoppers in Europe are prioritising minimal additives where possible, reflecting the shift towards more natural solutions.

Brands can respond to this through changes like formulating using natural colours, flavours and using plant-based ingredients where possible.

Formulating Beauty Supplements

At Opalbond, we develop bespoke supplements and bespoke gummies for brands. Through our partnerships with leading supplement and gummy manufacturers, we can help you to create a high-quality beauty supplement.

We can support you with:

  • Innovative beauty formulations
  • EFSA-approved health claims
  • High-quality packaging
  • Industry-leading manufacturing
  • End-to-end project management