Topicals and ingestibles. Organic skin care and conventional products with functional additives. Supplements, food & beverage. It's all part of the larger story at play in beauty, a story shaped by trends toward healthy aging as the Baby Boomer cohort moves into senior citizenry. As such, Nutrition Business Journal defines NutriBeauty as the burgeoning market of healthy products targeting age and appearance. It's a big definition, but it needn't be a loose one.

Early efforts by NBJ place the nutribeauty market at $15 billion in 2010, broken out by several product categories. The largest contributors to this sizable total include conventional beauty brands using natural ingredients to make a functional claim, and a traditional category of N&OPC products without functional aspirations. Food & beverage products making beauty claims—such as Republic of Tea's Get Gorgeous, an herbal tea with antioxidants promoting clear skin, and Dove's Beautiful chocolate bar featuring vitamins C and E for skin nourishment— represent the smallest slice of the pie, but the fastest growing one. Nutricosmetics—dietary supplements formulated for cosmetic and age-mitigating result—approached $900 million in 2010 U.S. sales, with the appearance side of the equation (hair, skin and nails) accounting for approximately $600 million of that total, and anti-agers working at a more cellular level accounting for $300 million.