Beauty from Within: Market Potential of Beauty Supplements

As life expectancy rises and interest in slow aging grows, beauty is shifting from “adornment” to “maintenance.” With this change, the idea that health and beauty are closely linked is gaining traction, marking a new chapter in the beauty industry. In Korea, ingestibles like collagen, biotin, and probiotics have already formed a distinct beauty category known as “Inner Beauty.” In the UK, the idea of “Inside-out Beauty” is also gaining momentum, with related products growing quickly. The U.S., the largest dietary supplement market, is following the trend. As diet drugs, detox routines, and clean beauty surge, the line between beauty and wellness continues to blur. Beauty store shelves now feature products like “drinking collagen” and “eating skincare,” which are gradually becoming part of consumers’ daily beauty routines. Beauty no longer remains on the surface; it begins internally and progresses toward the “next level of beauty” that manifests outwardly.

Beauty Supplements: Already a Global Trend

The global inner beauty market has seen steady annual growth of 7~10%, with rapid expansion in regions like Asia-Pacific, North America, China, and Mexico. Amorepacific’s Super Retinol C recorded over 200% sales growth within a year of launching in Japan. At Olive Young, functional products such as collagen and probiotics have fueled about 30% annual category growth over the past two years, driven by strong demand from health-conscious consumers in their 20s and 30s. According to Centric Market Intelligence, the number of beauty supplements in the UK grew 57-fold in 2023 compared to 2021, with sell-out rates also rising sharply, indicating strong consumer demand. Grand View Research forecasts the UK beauty supplement market will grow at an average annual rate of 9.6% through 2033.

The US Is No Exception – Beauty Supplements in Beauty Stores

In the US beauty retail market, the trend of achieving health and beauty through ingestibles is growing rapidly. Major retailers like Sephora, Ulta, and Sally Beauty have already made beauty supplements a core category, positioning them as an essential part of the beauty routine.

Sephora: Premium Beauty Curation Embracing Wellness

Beauty retailer Sephora has been curating beauty supplement brands for several years.

• Sephora operates a dedicated website category offering a wide range of functional products organized by purpose, including collagen, biotin, sleep aids, and energy boosters.
• It also sells supplement kits and cases designed for daily routines, signaling that ingestible beauty is becoming part of everyday lifestyle habits.
• In stores, beauty supplements are displayed by brand on end cap shelves, maximizing visibility and accessibility. Leading names such as HUM Nutrition, Olly, and Moon Juice are prominently featured.

Ulta: Extensive Product Lineup Through ‘The Wellness Shop’

Ulta, known for its mass appeal and trend sensitivity, operates a dedicated beauty supplement section called “The Wellness Shop.”

• The website offers over 170 supplement products across skin, hair, nails, sleep care, and stress relief, covering a broad range of lifestyle needs.
• Some items are Ulta exclusives, enhancing competitiveness and customer loyalty.
• In stores, The Wellness Shop has its own display section, encouraging customers to experience curated lifestyle solutions rather than one-off purchases.

Sally Beauty: Hair-Focused Supplements Emphasizing Expertise

Sally Beauty focuses its supplement offerings on hair growth and scalp health.

• Though the range is still limited, it focuses on products with biotin, keratin, and silica, key ingredients for hair growth, targeting customers concerned with hair loss, damage, and dry scalp.
• Though its range is narrower than other beauty retailers, Sally Beauty focuses on specialization to build a loyal customer base.

Beauty Supplements Popular Among Black Women

Vitamin D

Due to higher melanin levels, Black women’s skin has more difficulty synthesizing vitamin D from sunlight. U.S. health data shows that about 70 to 80% of Black women are vitamin D deficient. In addition to supporting bone health and immunity, vitamin D helps reduce hair loss, stabilize mood, and maintain skin condition, making it an essential part of scalp and skin care routines.

Biotin

Black women’s hair tends to be dry, fragile, and vulnerable to damage during styling. Biotin supplements are popular for strengthening hair due to these characteristics. Biotin also benefits nails, making it a good option for individuals with brittle or weak nails.

Collagen

Collagen is vital for skin elasticity and moisture but naturally declines with age. It is especially popular among women concerned about dull or sagging skin. Consumers aged 20 to 40 seeking wrinkle reduction and improved skin texture consistently prefer collagen supplements. Available as powders, gummies, and drinks, these versatile forms are easy to include in daily beauty routines.

Omega-3

Research shows Black women are more vulnerable to hypertension and cardiovascular disease due to genetic and environmental factors. Omega-3 supports vascular health, reduces inflammation, and aids scalp care and mood regulation. It is seen as a multifunctional supplement, especially valued by consumers facing stress or dietary issues that cause recurring skin problems, acting as a balancer for skin health.