Ingestible beauty supplements are on the rise. In the US alone, Mintel predicts that the supplement market will to $45 billion by 2027, due in part to a growing consumer desire for probiotics and skin health ingestibles. And according to The Benchmarking Company, a beauty research outlet, 76% of US women expect beauty brands to offer supplements to complement their topical offerings and 77% trust beauty brands to provide safe, efficacious ingestibles. Now, supplement and beauty brands are competing for an overlapping consumer base.

Skincare supplement brand Aime aims to aid the skin from the inside out. Launched in 2018, the French brand formally expanded into the US in January with a dedicated American site and a series of activations across the country. According to the brand, “beauty begins beneath the surface” and they are on a mission to expand their reach globally.

Meanwhile health supplement brand Ritual is entering the beauty space with its first skincare supplement. Made with traceable ingredients, HyaCera is a capsule taken once a day that purports to support skin’s moisture barrier and help minimize wrinkles. Interested buyers can purchase 30 days’ worth of capsules for $54. The launch is Ritual’s latest addition to a lineup of multivitamins that aid in gut health, protein supplements and pregnancy support.

We’re trying to push the standards of the ingestible skin-care space by marrying clean and clinical.

Kat Schneider

Founder and CEO of Ritual

The brand also emphasizes its focus on intentional, healthy ingredients, in line with other topical beauty and skincare brands. “We’re trying to push the standards of the ingestible skin-care space by marrying clean and clinical, which we’re already seeing in the topical space, but there’s a faster evolution there,” Ritual founder and CEO Kat Schneider told Glossy.

Just last year, skincare brand Murad launched their own three supplements aimed at anti-aging, acne, and brightening the skin. A 30-day supply of any supplement, sold exclusively on Murad’s website, costs $44-$55 each.

Beauty stores including Ulta and Target have started stocking their own shelves this year with skin supplement brands including Moon Juice and Bloom Nutrition.

Who is buying in? Consumers of all ages, as is evident by the range of supplement effects. “All different ages are looking for slightly different things [from beauty supplements], but what unified everyone was the [need and desire] for hydration from the inside out,” Schneider told Glossy. Beauty, health, and skincare have come to a true intersection.

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