‘The inner beauty trend is reshaping the beauty industry and creating new opportunities for food and beverage brands to enter the market. As consumers prioritise wellness, the competitive landscape is expanding to include not only traditional beauty companies but also entrants from the health and wellness sector’, notes Mintel’s Senior Beauty and Personal Care Analyst Reiko Hasegawa.
As a result, consumers are starting to look beyond the application of topical skincare products. Half of Italian consumers say they have changed their lifestyle to benefit their facial skin in the last 12 months and 55% of Saudi Arabian and 53% of Indian consumers strongly agree a healthy diet plays an equally important role as beauty products in enhancing beauty.
Brands are picking up on this perceived link. Sorted's Skin Intensive Rescue Moisturiser claims to be “a balanced diet for your skin”. Supplements are also benefiting from interest in holistic skincare solutions, particularly in Asia Pacific and the Middle East. In Vietnam, 47% of consumers took beauty supplements (eg antioxidant vitamins, collagen drinks) in the last three months from March 2025; in China this stood at 29% whereas in the US it was around 21%.
Vapsula bridges the gap between ingestible skincare and indulgent beverages, ‘designed for anyone who does not want to ingest pills and is seeking high-grade ingredients.' The Nespresso-compatible capsules provide a nutrient-rich shot designed to create an enjoyable daily ritual, like a morning coffee. The range includes Glow Hot Vitamin Shots, described as ‘a mighty skincare medley’ thanks to industry standard ingredients such as collagen and vitamin C.