The Analyst’s Take: Is "Beauty From Within" the trend to watch?

With many consumers’ lives happening on screen rather than in person for a bulk of 2020, one would think that a category focused on beauty would suffer. However, NBJ estimates that beauty from within supplements grew by 7.2% last year, up from 3.3% in 2019 and coming off record growth of 11.4% in 2014.

B vitamins, including biotin, make up the largest share of the market, with just over 40% of sales. The most interesting ingredient to watch, however, has been collagen. With double-digit growth beginning in 2014, collagen went from less than 8% of the beauty from within market to the second single largest ingredient and 17.5% market share.

The condition is no longer niche, with sales passing the $1 billion benchmark in 2015 and expected to reach nearly $1.5 billion in 2021. And yet opportunity is still there, with growth of 9.9% forecasted for this year.

2021 Condition Specific Report 

The 2021 Condition Specific Report dives deeper into the "beauty from within" category as well as 20 other conditions such as children's health, healthy aging, heart heath, weight management and more.

With the US supplement market growing by over $7B in 2020, NBJ is showcasing which consumer concerns climbed, which conditions were left behind and what to watch for in the future.

Explore the report.