The wellness category remains healthy even during a pandemic. Global sales of fitness, nutrition, and a variety of related products and services totals $1.5 trillion and is growing 5-10% a year, according to a study by McKinsey & Company. 
 
In a recent survey of 7,500 consumers in six countries, McKinsey found 79% of respondents said wellness is important, and 42% consider it a top priority. Moreover, consumers in every market reported a substantial increase in the prioritization of wellness during the past two to three years.
 
According to McKinsey’s Future of Wellness study, consumers view wellness across six main categories: better health, better fitness, better nutrition, better sleep, better mindfulness, and better appearance. Appearance primarily involves wellness-oriented apparel but also beauty products like skin care and collagen
supplements.
 
Under the wellness umbrella, many indie beauty brands are striving to address issues like acne and hair loss—even sleep and mood—through ingestible products. When it comes to improving one’s appearance in 2021, it is no longer just lather, rinse, repeat—but sip, chew, and swallow.
 
Taking It From The Top
Thicker, stronger, and longer strands remain a priority among consumers, and marketers and retailers are joining forces to deliver ingestible options.
 
Beauty brand HAIRtamin announced its partnership with Ulta Beauty in February 2021 and is now part of the beauty retailer’s Sparked Program, an initiative designed to give consumers access to up-and-coming direct-to-consumer brands through special in-store displays and a platform to tell their meaningful brand story.
 
HAIRtamin’s best-selling Advanced Formula and Gummy Stars will be part of the program in Ulta Beauty stores across the country. Founded by Leyla Milani and Lilly Ghalichi—best friends and beauty influencers with more than 7 million followers combined—HAIRtamin’s founding mission is to make consumers love their hair again, with “thoughtfully-sourced” plant-based formulas featuring clinical strength biotin along with a unique, bioavailable super antioxidant complex in just one capsule a day.
 
“One of the great things that came out of the pandemic is the realization of just how important our health is,” Milani told Beauty I&O. “Consumers are more proactive with their wellness journey these days and retailers are taking note too by expanding touchpoints within their stores to offer a variety of wellness products—particularly, supplements.”
 
“What’s important to consumers when it comes to a beauty gummy is that it actually works, because unfortunately, many don’t,” she added. “There are so many pretty, Instagrammable vitamin gummies on the market but most don’t deliver on their promise. Reason for this is that it’s nearly impossible to get more than a couple of ingredients into a gummy and at the right dosage for it to actually do anything in the body and for it not to taste awful and impossible to chew.”
 
HAIRtamin Gummy Stars contain vitamin B6, which has been found to reduce hair loss especially in cases of alopecia. Studies show accelerated hair growth, thicker structure, and increased smoothness. This product also features annatto to protect the scalp with its potent antioxidant properties that help to combat free radicals and oxidative stress from the environment, as well as vitamin A to encourage glands to produce healthy sebum.
 
Meanwhile, HAIRtamin Advanced Formula contains vitamin C to boost collagen, essential for hair health; turmeric, an anti-inflammatory ingredient that helps reduce hair loss; and zinc to help prevent hair thinning, shedding, and clear the skin to prevent acne breakouts.
 
Also for hair is the new Vegamour GRO+ Advanced Gummies. According to the company, the gummies are the first hair vitamin that harnesses the therapeutic power of broad-spectrum hemp for thicker and fuller hair. Aside from hemp oil, the naturally fruit-flavored vegan gummies also feature biotin, folic acid, zinc, and other beneficial vitamins and minerals, giving hair what it needs to flourish and shine.
 
Atlantic Coast Brands is best known in the beauty industry right now for its leading hair growth product for women, Keranique. This year, the brand has expanded into nutritional beauty with its new KeraViatin Hair & Scalp Health Supplement. This blend of vitamins, minerals, and nutrients supports “beauty from within” to help promote hair strength and supports scalp health, said the company.
 
KeraViatin is fueled by curcumin, found within the turmeric root, one the most potent and scientifically researched antioxidants. This exclusive formulation is full of some of the most hair-healthy vitamins, antioxidants, and minerals to support hair growth from root to tip.

 
Trying Time, Thinning Tresses
High profile brand Nutrafol has expanded its roster of physician-formulated nutraceutical supplements with new Nutrafol Postpartum, which targets the root causes of hair thinning for women in postpartum.
 
It’s common occurrence, but one that many women do not speak of openly. According to the American Pregnancy Association, 50% of women experience postpartum hair shedding 3-4 months after giving birth. And prior to Nutrafol’s launch, there weren’t many options designed to support hair growth during this important time in a new mom’s life.
 
“The truth is that, in fact, it is a known issue,” said Dr. Sophia Kogan, co-founder and chief medical advisor, Nutrafol. “Most women who have gone through childbirth have experienced this type of hair shedding. It’s just that doctors and experts have struggled to know what to do about it. And most have simply relied on the passing of time for it to resolve.”
 
“As much as we fear postpartum hair shedding and resent it, this experience is a very normal transition the body takes after childbirth,” she added. “During pregnancy, hormones like progesterone and estrogen rise tremendously and they help maintain the hair in the growth phase, which is why we often see such luscious hair in pregnant women. Then suddenly those hormone levels drop back right after birth, which of course impacts sensitive follicles, many of which suddenly shift from growth to the resting phase (telogen). And this is why 3-4 months later, they shed at once. ”
 
With this in mind, Nutrafol applied its proprietary multi-targeted approach to create a formulation for postpartum hair thinning using natural ingredients.
 
Further, Nutrafol identified several other root causes of this hair shedding: physical stress of childbirth on the body, the emotional stress of a new routine with a baby, as well as nutritional gaps that arise between the postpartum and
prenatal needs.
 
“All of these can add on and not only make shedding worse, but delay recovery and growth,” said Kogan.
 
The ingredients in Nutrafol Postpartum are also breastfeeding-friendly, according to Kogan, and bio-optimized for efficient use by the body, and standardized for consistency at clinically effective dosages.
 
Nutrafol Postpartum was formulated to support a woman’s hair health post-childbirth through her first year postpartum.
 
The specialty supplement was developed with obstetrician/gynecologist Dr. Anne Kennard using clinically tested, whole-food-sourced ingredients known to be used during lactation. Ingredients like Shatavari, pea sprouts, apple extract, algae omega-3s, and nettle were chosen for safety and their clinically studied benefits in addressing root causes that contribute to postpartum hair shedding and delayed recovery. 
 
For those still breastfeeding after the first year, the company recommends continuing with Nutrafol Postpartum; but once stopped, consumers can switch to Nutrafol Women to maintain hair health.
 

Men & Their Manes
Treating hair loss through supplementation isn’t just for women. Scotch Porter has added a new Beard, Hair, Skin Immune Support Superfood Supplement inspired by Founder Calvin Quallis’ personal health journey and seeing people around him choose to live healthier lifestyles during the COVID-19 pandemic.
 
Each capsule of Scotch Porter’s new Superfood Supplement contains clean enhancement properties, including: biotin to help strengthen hair, plant-based horsetail extract to help improve circulation and promote healthy hair follicles, and Irish moss powder which contains antibacterial and anti-viral skin-boosting properties. In fact, many of the ingredients in the supplement were inspired by ingredients that Quallis puts in his morning shake.
 
In addition to his own research, the entrepreneur worked with a partner who was an expert in vitamins and supplements to pick the best ingredients and create the formula. Ingredients on the brand’s “no list” include: parabens, sulfates, petroleum, phthalates, mineral oil, talc, BHA, formaldehyde, paraffin, silicones, and more. The supplement is also vegan, gluten-free, and non-GMO verified and is sold at select Target locations.
 
ManTFup, a wellness brand created by South Florida-based Dynamism Labs, LLC, has teamed up with Dennis Rodman—the celebrity five-time pro basketball champion and Hall of Famer—to promote a new product line for men.
 
According to Dynamism Labs, at 60, Rodman still has the same amount of energy and charisma as he did in the 1990s with a little help from ManTFup men’s product line, which includes the Testosterone Booster and the Ultimate Beard Growth.
 
Ultimate Beard Growth helps facial hair. This all-natural supplement is formulated to build a sculpted, manly, full beard by working with the body to restore, stabilize, and improve natural beard growth, said the company. By boosting collagen production, the Ultimate Beard Growth prevents hair loss, protects facial hair follicles from sun damage, improves hair and skin health, prevents skin dryness and even early wrinkles. Products are available for purchase on Amazon, Walmart, eBay or directly at www.ManTFup.com.
 

Love The Skin You’re In
The marketplace for skin health supplements continues to expand as well.
 
Country Life Vitamins recently launched a vegan supplement, Maxi-Skin CeraClear, which is said to be ideal for skin improvements. While many skin care products commonly use ceramides derived from rice or wheat, CeraClear is powered by ceramides found in the konjac root that act as a non-drying, non-cystic acne-clearing solution and assist in maintaining a healthy complexion. Formulated for clearer skin, the vegan beauty supplement can show results in as little as six weeks, according to
the company.
 
For anti-aging skin care, collagen brand Vital Proteins has launched a flavored spin on its best-selling collagen peptides—a new chocolate flavor available exclusively in stores and online at Costco. The new Chocolate Collagen Peptides flavor contains no added sugar, is made with natural cocoa, and 20 grams of collagen peptides to help support healthy skin, hair, nails, and joints with quality ingredients. The added flavor boost from cocoa powder can also help mix up a collagen routine with chocolate collagen smoothies, morning mochas, and even baked goods, the company said.
 
Also suited for those with a sweet tooth, Obvi unveiled new Cotton Candy Flavored Supper Collagen Protein Powder and New Beauty Sleep supplements. The limited-edition Cotton Candy Collagen Protein Powder contains 10 grams of collagen peptides and 9 grams of protein. It is said to increases the absorption rate of collagen within the body, and is keto-friendly, soy-free, gluten-free, dairy-free, and free of any GMOs or fillers. Beauty Sleep is said to improve overall quality of sleep and boost healthy hair, skin, and nails. Differing from other sleep supplements on the market, Beauty Sleep is not formulated with melatonin and GABA; instead, the formula contains lavender, theanine, chamomile, passionflower, lemon balm, and hyaluronic acid.
 
New from Herbalife is Herbalife Skin LycoGlow. The once-daily softgel helps give skin a natural glow and supports skin’s texture and appearance for a smoother and more radiant look. Formulated with Lycored Nutrient Complex For Skin (tomato fruit extract), its plant-based ingredients help nourish the skin with nutrients and antioxidants and is designed to complement a holistic skin care routine. Herbalife Skin LycoGlow provides the benefits of about four servings of tomatoes. The product combines lycopene, phytoene, and phytofluene, found naturally in tomatoes, along with carnosic acid from rosemary extract to balance the skin’s response to sun exposure and environmental stresses.
 
Influencer Sommer Ray is the spokesperson for Imaraïs, a new PETA-certified, plant-based ingestibles brand. The brand is the brainchild of Nutrabolics Co-Founder Aaron Hefter and Felicia Hershenhorn, an attorney. Imaraïs debuted this summer.
 
Imaraïs, inspired by the Swahili language, launches with Glow, a gummy with active ingredients such as vegan squalane and marine algae, meant to promote skin-barrier function, as well as Activated-C, a vitamin C formula trademarked by the company. A one-month supply of Glow retails for $49. Following the online launch, Hefter and Hershenhorn hope to get Imaraïs into traditional retail channels.
 
Ray is a 24-year-old American athlete, model, and social media sensation who has won several bodybuilding and fitness competitions. She has more than 26 million Instagram followers, 1.2 million Twitter followers, and nearly 11 million TikTok followers.
 
Indie wellness brand BellaBiotics is adding a skin care supplement to its line. Developed by Dr. Kellyann Petrucci, a naturopathic physician and certified nutrition consultant with more than 20 years of clinical experience, the beauty capsules consist of four main ingredients that have been clinically tested and are all vegetarian. In fact, the components work together to seamlessly reinforce the connection between your gut and your skin, according to the brand.
 
BellaBiotics features two “powerhouse” probiotics (Lactobacillus paracasei and Lactococcus lactis), Korean mint, and dermaval. A “beauty-from-within” blend of phytonutrient-rich fruits and vegetables, Dermaval has been clinically shown to help retain healthy levels of collagen and elastin.
 
Cosmos Vita is a new wellness company that rolled out its own vegan, non-GMO and gluten-free gummy vitamins. The range includes Beaming, which is formulated with high potency vitamin D3, aiding calcium absorption, which supports immune health, healthy bones, and teeth. 
 
“The pandemic made me realize it was time to take a step back and put my health at the forefront by prioritizing my daily supplement intake. While I quickly noticed huge improvements in my overall well-being, I struggled with swallowing pills, and despised the taste of them,” said Cosmos Vita Founder Mary Berry. “Using my years of formulation experience, I decided to develop a simple, tasty solution, which is how Cosmos Vita came to life. I want my customers to realize living a healthy lifestyle shouldn’t be daunting, and the Cosmos Vita community is here to support them wherever they’re at in their journey. Being kind to ourselves is key.”
 
Embody, a women-owned, Asian American-owned brand, is also addressing a specific issue with its ingestible skin care product—an eczema gummy. The berry-flavored gummies, the first gummies to treat the skin malady, according to the brand—may help to prevent eczema flare-ups and lessen their severity in just 4-6 weeks of use. The formulation relies on three hero ingredients that work in tandem to reduce the likelihood of flare-ups and provide the skin with the building blocks to overcome chronic dryness and inflammation: vitamin D, methylsulfonylmethane (MSM), and evening primrose oil (gamma linolenic acid).
 
Zhou Nutrition, rolled out five gummy supplements to support mind and body at Target.com. Curated specifically for Target shoppers, the new line features science-backed formulations designed to support health and wellness as people shift gears from pandemic lockdowns to post-pandemic routines, said the company. The line includes Hairfluence (biotin, vitamin C, and vitamin E); Screen Eyes (lutein and marigold extract designed to support retinal health); Collagen Peptides for skin and bone health; D3 + K2 Gummies; and Apple Cider Vinegar Gummies for digestive health. The new offerings join two Zhou immune support products—Vitamin C+ and Elder-Mune gummies—that were already sold via Target.com.
 

In the Mix
“People aren’t just looking for topical solutions, lotions, and oils for their skin care routines anymore, because they don’t always address the root cause of the issues. People are looking for ways to heal from the inside out,” said Cattie Khoury, founder of Toodaloo, a maker of adaptogenic trail mixes, including a blend that benefits skin. “What you put in your body is actually just as important as what you put on it, and so many snack foods contain ingredients that are so harmful for skin health.”
 
Toodaloo’s roster includes Turning Heads trail mix, which is plant-based, vegan, non-GMO, gluten-free, dairy-free and grain-free, and contains zero processed sugars or refined canola or palm oil. It is infused with adaptogenic herbs and superfoods like reishi, ashwagandha, lion’s mane, and more.
 
When Khoury started experimenting with flavors and functions for her brand’s trail mixes, she wanted skin health to be one of the benefits “because I know so many people, myself included, struggle with their skin and I wanted to help fix that.”
 
Turning Heads contains a chewy cacao blend of raw and sprouted almonds, cashews, coconut chips, and blueberries coated in an adaptogenic tonic of hibiscus flower, sea buckthorn, white rose, and goji berry to support skin health and holistic balance.
 
“One of the most important things to me was the functionality of each mix, so I started the process by grouping together different adaptogenic herbs by their benefits. From there, I matched the flavor profiles of those herbs to different superfoods and flavorful ingredients, said Khoury. “Taste was obviously a huge factor as well. But it was more than just crafting trail mixes that taste absolutely amazing. The flavors themselves needed to be different from other snacks already out there in the world, and I think we nailed that.”
 
Toodaloo’s additional trail mixes include: Slow Your Roll (a maple brittle with raw and sprouted cashews, walnuts, coconut chips, mulberries, and cashew butter infused with adaptogenic herbs), designed to support relaxation; Deja Brew (a coffee blend with raw walnuts, cashews, pecans, pumpkin seeds, cacao nibs, fair-trade coffee beans, dates, maca, and lion’s mane) to support mental focus and energy flow; Hot To Trot (a spicy citrus blend of raw and sprouted cashews, almonds, pumpkin seeds, sunflower seeds, chickpeas, pineapple, apples, golden berries, sultana raisins, and chilies seasoned with turmeric, jalapeno, cayenne, and ginger) to support gut health; and Smoke Show (a low-carb, BBQ mix of raw and sprouted almonds, walnuts, pumpkin seeds, sunflower seeds, roasted chickpeas, lemon peel, chilies, cumin, and smoky spices infused with chaga and cordyceps) to support a “feisty mood.”
 
“I do think that consumers are embracing how they can address skin health and other beauty benefits through what they’re eating,” Khoury said. “What I’ve learned from functional and holistic medicines is that many skin conditions, like acne for example, can often stem from an unbalanced gut. Gut health is highly dependent on what you eat and we see consumers becoming more aware and intentional about what they eat for that reason. I think one of the best examples, beyond the adaptogens in our snacks, is collagen. Collagen has been used in topical beauty products for years to improve skin elasticity and reduce wrinkles. But in the past few years, people have started to actually consume collagen through foods like bone broth as a way to get the same benefits, but from the inside out.”
 
Even venerable Avon is offering customers inner beauty. The 135-year old brand has tapped nutrition and health expert Frances Largeman-Roth, RDN, as its new nutrition and wellness brand ambassador. In her new role, Largeman-Roth will represent Avon’s new re:tune Inner Beauty collection, which consists of key supplements delivering nutritional support to help maintain a healthy, radiant appearance.
 
Avon’s re:tune Inner Beauty collection includes re:tune Inner Beauty Collagen Booster, a powdered mix of collagen peptides that support healthy collagen production for firmer-looking skin; and re:tune Inner Beauty Hair, Skin & Nail Health tablets, which have antioxidants and nutritional building blocks that help enhance skin firmness and luminance, and build healthier hair and nails.
 
Largeman-Roth, a New York Times best-selling author and nationally recognized health expert, was food and nutrition director at Health Magazine for nearly eight years. Currently she writes and develops recipes for numerous media outlets and provides private nutrition counseling to clients. Her latest book is Smoothies & Juices: Prevention Healing Kitchen.
 

Bottom’s Up
The global flavored water market is expected to reach $29.56 billion by 2028, registering a CAGR of 10.3%, according to a new report by Grand View Research, Inc. As consumers gravitate from colas and sugary beverages to healthier drinks, there is growing thirst for functional drinks with added benefits.
 
Premium global bottled brand maker Voss Water has unveiled Voss +, which features three enhanced waters: Voss + Collagen, Voss +  Vitamin D, and Voss + Aquamin at select retailers nationwide including Walmart, CVS, and Amazon.
 
Voss + Collagen, which has a berry essence taste, is infused with 10 grams of collagen protein and designed for anyone on a quest for more hydrated and youthful skin, according to the company. Voss + Vitamin D offers 50% of an average adult’s recommended daily intake in a natural citrus fruit flavor. Voss + Aquamin has a blend of 74 trace minerals and electrolytes that supports optimal hydration with sustainably-sourced ingredients from the coastal seas of Iceland.
 
As consumer interest rises, beauty and wellness beverages are making their way into mainstream stores.
 
Biotin Water Hair, Skin, and Nails, a biotin infused beverage that delivers 300 mcg per 16 oz with zinc and folic acid, is now in Publix Supermarkets across the Southeast region of the U.S. 2T Water, LLC, owns the exclusive rights to distribute Biotin Water Hair, Skin, and Nails, which comes in five flavors: pomegranate, mango peach, grape elderberry, lemon ginger, and watermelon cucumber. The product has zero sugars and zero calories and is sweetened with monk fruit and erythritol. Biotin Water Hair, Skin, and Nails is formulated to ensure the body is properly hydrated while enjoying the many benefits of B7, according to 2T Water. The company said it is the first water product to deliver biotin in this incremental dosage to maximize hair, skin, and nail care without overloading the body with excessive pill forms.
 
There is a much wider variety of novel products that share a common goal: to deliver beauty from the inside out. Whether a formulation is designed to offer improved appearance, better sleep, or an elevated mood, marketers are hopeful that consumers will be stocking up on ingestible beauty during the remainder of 2021 and beyond.