At Vitafoods Europe 2025, it became clear: beauty is no longer limited to skin care. The nutricosmetics industry is rapidly merging with science and wellness. Here are the key trends:
1. Beauty in the era of GLP-1:
The popularity of weight control drugs has inspired the creation of dietary supplements that support the skin and muscles during weight loss. Products with collagen, hyaluronic acid and adaptogens help prevent sagging and dehydration of the skin.
2. Collagen 2.0:
Collagen is getting smarter – now the focus is on types: I – for skin, hair, nails, II – for joints. Consumers demand transparency of origin and scientifically proven effectiveness.
3. Mushrooms as a new adaptogen:
Reishi, chaga and lion’s mane are becoming popular in the beauty segment due to their anti-stress and anti-inflammatory properties.
4. The Gut-Skin Axis:
Probiotics and postbiotics are actively used to combat acne, sensitivity and skin inflammation by restoring the microbiome.
5. Evolution of formats:
Powders and capsules are giving way to chewable marmalades, chocolate with active ingredients and soluble tablets. Taking dietary supplements is becoming more convenient and enjoyable.
6. Transparency is the new luxury:
Consumers demand clean formulations, clear labels and traceability of ingredients, especially those of European origin.
7. Branding is lagging behind:
Although formulas are becoming more complex and scientific, many brands do not know how to vividly communicate their products. Success will be with those who combine a strong scientific base with emotional marketing.
The future of beauty is in the symbiosis of science, wellness and longevity. The winners will be the brands that offer not only effective formulations, but also create emotionally charged stories.
What do you think?