1)M. Ambrožič: The new era of beauty claims is clearly shifting from broad, aesthetic promises to more targeted, functional and lifecycle-driven solutions.

According to a 2026 SPINS report, 33% of US consumers actively seek skin, hair, and beauty support, while 25% prioritize anti-aging and longevity benefits, highlighting the strong and growing demand for beauty-from-within solutions. However, we also see specific claims, such as skin hydration, elasticity, hair growth, and scalp health increasingly appearing around beauty-from-within supplements. This is reflected in the strong rise of hair-focused solutions, which were highly visible at Vitafoods 2026, moving from niche into a fully established subcategory.

At the same time, we’re seeing a clear push toward stronger scientific substantiation. Ingredients with clinically measured outcomes (e.g. dermatologist-assessed results, objective biomarkers) are gaining importance over self-reported claims, raising the bar for credibility in beauty positioning. SPINS consumer data (US) shows that 30% of consumers in 2025 considered clinical of scientific backing a key factor when choosing supplements.

Looking ahead, one of the most important shifts is the integration of beauty into broader health and lifestyle frameworks. A great example is the link between GLP-1 use and side effects such as hair loss or skin changes—opening the door for condition-specific beauty claims and more targeted supplementation strategies.

Another major direction is the convergence of beauty and cosmetics, with large cosmetic brands actively entering supplements. This signals a move toward holistic beauty ecosystems, where topical and ingestible solutions work together.

And lastly, format innovation is another key factor shaping the next wave of beauty claims. A 2025 Tosla consumer study on collagen supplementation shows that consumer preference is strongly driven by convenience and enjoyment, with formats like gummies and liquids outperforming more complex formats in terms of user experience. However, these formats often deliver lower doses, creating a tension between consumer appeal and clinical efficacy.

3)M. Orešnik: There are two main ways nutricosmetics can help users on an “Ozempic diet.” First, they replenish essential nutrients that are often deficient during rapid weight loss - important vitamins and minerals, omega3 fatty acids, and even adequate electrolytes. Proper hydration support also helps maintain skin elasticity, reducing dryness and dullness that can accompany calorie restriction.

Second, nutricosmetics can supply structural building blocks and stimulators of tissue repair and firmness. Collagen peptides, specific amino acids, peptides that stimulate endogenous collagen synthesis, and hyaluronic acid support skin elasticity, volume, and wound healing. Combined approaches that pair collagen with essential nutrients, that promote collagen synthesis and advanced electrolytes could offer an optimal solution for the user.

3) M. Orešnik: Nutricosmetics is becoming an umbrella term uniting various kinds of ingredients. Recently we could see a rise in ingredients that connect positive visible appearance with systemic wellness. There’s strong influx of raw materials in the gut health area – mainly probiotics and postbiotics - being repositioned towards the gut–skin axis. Second is longevity, where cellular ageing and collagen-protection concepts are in focus. Important is also the role of adaptogens and other ingredients for cognitive health and mood support (advanced magnesium salts, l-theanine, specialty botanical extracts) that address the connection of beauty and restfulness. In this aspect we can see the rise of “night beauty” products, that support restorative sleep and promote beauty, for example synthesis of collagen.

5) M. Orešnik: On one hand we can see the multistep approach coming also into the nutricosmetic industry – as before in K-beauty, we now have various different supplements, that can be combined in daily routines. On the other hand, we see the overlap of the ingredients, that were previously typical for K-beauty products. Ceramides and hyaluronic acid are already becoming a standard in nutricosmetic products, but further on we see also the entrance of peptides, either bioactive or collagen, various biotic ingredients (fermentates have are an important cornerstone in K-beauty) and skin brightening ingredients, such as advanced forms of glutathione. K-beauty principles could be seen also in the delivery formats, as we now looking for variety of finished product forms, such as sticks, liquids, gummies etc., that were more established in the specific markets.

8) M. Orešnik: AI is bringing us closer to truly personalized “beauty from within,” but we are still at the beginning of meaningful personalization. Until now, personalization has mostly relied on simple questionnaires, with limited degree of tailored solutions. The opportunity today is that we already have access to individual data: wearables, sleep and stress patterns, blood biomarkers, and so forth. AI can help translate this data into practical, personalized recommendations, connecting beauty outcomes with underlying factors such as nutrition, inflammation, oxidative stress, hormonal balance, gut health and sleep quality. I believe, the microbiome is one of the most exciting areas. By combining AI with microbiome data, we can move toward more targeted gut-skin axis solutions. This could make beauty-from-within products much more relevant to individual needs, especially for concerns such as skin clarity, sensitivity, hydration and barrier function.

Beyond personalization, AI can also support ingredient discovery and formulating. Having a tool that could effectively predict synergies among active ingredients can bring supplement industry on a whole new level.