The beauty category extends beyond skincare

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The fusion of beauty and nutrition has never been so obvious. American consumers, long lagging behind their European and Asian neighbors, are finally understanding and embracing the connection: what people put in their body can be a meaningful addition to what they put on to their body.

Despite the increased disclosure, a tremendous amount of research remains to be done for consumers who want and need more than myths, grandma’s stories, and marketing speak to the potential of these types of products. But it’s still great progress.

Consumers around the world, and particularly in the United States, have been taking a more holistic approach to overall health for several years. Finally, it turns out that wellness requires a multi-pronged approach, with nutrition, stress management, sleep and recovery, exercise, mental health and relationships being essential pathways to healthy living. .

Moving on to two years of Covid and the confined behavior that came with it, many consumers simplified beauty routines, even as more time became available to use personal care products. It seems that people have reprioritized many aspects of their lives, seen through the prism of the pandemic: simple, effective, convenient and pleasant to use, all have become table stakes for beauty products. And while multitasking isn’t effective in many areas of life, when it comes to beauty, health, and wellness, synergies do exist.

From retailers to bloggers, everyone is talking about beauty and wellness, in the same breath, their intertwined relationship.

Skincare, as a category, has been quite resilient during Covid. Some frequently searched and purchased beauty supplements include vitamins A, C, D, E and an endless list of other antioxidants, zinc, probiotics, mushrooms, tea, kombucha and various other fermented ingredients, biotin, collagen, omega-3, omega-6, omega-9, niacin, polyphenols… the list goes on. Immune boosters and sleeping pills are also high on the list, with plenty of help from Covid. According to exclusive data from Euromonitor, oral beauty supplements in the United States reached $8.5 billion in 2020.

Additionally, the IRI found that 37% of Americans believe that food (and ingestibles) is better “medicine” than medicine. Nearly three-quarters (74%) of consumers surveyed planned to lead healthier lives in 2021, and 54% said they would buy healthier foods.

Today’s beauty “experience” is not just about topical products of all shapes, sizes and prices. The experience goes through sexual health, better sleep, emotional well-being, ingestible nutrition and everything in between. Holistic personal care has become the latest shiny shiny thing.

Young and “old” brands are increasingly lifestyle-focused, understanding that the long-standing silos of healthcare, so long separated in the United States, now coexist and thrive under one roof.

Editor’s note: To read the full version of this article, including examples of brands taking a “beauty inside and out” approach, visit the “Nutricosmetics radiate health from within” digital magazine.

Before opening The youth group in 1999, Karen Young held senior marketing and product development positions at Lancôme and Estée Lauder. An active member of the Fashion Group International Board of Directors, Young is a certified personal trainer and nutritionist who divides her time between her offices in New York and Paris. She has worked extensively across all categories of the cosmetics industry, developing concepts and products for RoC, Bath and Body Works, Neutrogena, elf, Vichy and Oribe. Young has also worked on many established brands in the beauty category, including Christian Dior Beauty, Shiseido, Bumble & bumble, Dove and Paula’s Choice.


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