1) The next cycle of beauty claims is shifting away from traditional “anti-aging” messaging toward a more holistic and proactive approach focused on long-term wellbeing, healthy aging and “beauty longevity.” Consumers are increasingly looking for products that help them feel good as well as look good, driving growth in the “beauty-from-within” category. Recent research from McKinsey highlights how wellness is increasingly influencing beauty purchasing decisions, particularly among younger consumers who view beauty, nutrition, sleep and self-care as interconnected parts of overall wellbeing (1).

One of the biggest developments is the rise of “prejuvenation” and “slow aging.” Rather than trying to reverse aging, consumers want to maintain healthy skin for longer by supporting hydration, elasticity, skin density and overall radiance. Younger consumers are investing earlier in preventative care, while older consumers are focused on preserving skin vitality and slowing further decline. Clear, healthy-looking skin is increasingly seen as a marker of wellness and self-care which, in turn, is boosting demand for multifunctional solutions that combine beauty benefits with broader wellness support. Collagen peptides remain a leading ingredient here, alongside vitamin C, vitamin B5 and magnesium, due to their strong consumer recognition and scientific substantiation (2).

Looking ahead, we expect continued growth in clinically backed, personalized and sustainably sourced beauty solutions, particularly at the intersection of beauty, sleep and overall wellness.

2) The rapid rise of GLP-1 weight-management solutions is creating new conversations in the metabolic health and beauty space. While these medications can deliver significant weight-loss benefits, rapid changes in body composition may also contribute to concerns such as skin laxity, reduced skin density and hair thinning, often referred to in popular culture as “Ozempic face” or “Ozempic skin” (3). As a result, we expect growing demand for nutricosmetic solutions that help support skin and hair health during weight-loss journeys.

This creates an important opportunity for collagen peptides, particularly in supporting skin integrity, elasticity and hydration. Clinically studied collagen peptides such as Peptan® have demonstrated benefits for improving skin elasticity, density and the visibility of wrinkles (4), making them highly relevant as a protein and beauty boost for consumers using GLP-1 medications and looking to maintain healthy-looking skin during periods of rapid weight change.

3) Beauty is evolving beyond traditional “beauty-from-within” positioning into a more connected wellness concept that recognizes the links between skin health, sleep, stress, gut health and overall wellbeing. Consumers increasingly understand that factors such as poor sleep, stress and digestive imbalance can directly impact skin appearance and signs of aging, driving demand for multifunctional solutions that bridge traditional health categories.

Collagen peptides are well positioned within this trend because they naturally sit at the intersection of beauty and wellness. Beyond their established benefits for skin hydration, elasticity, density and wrinkle reduction (5), collagen peptides have also shown potential in areas including hair health (6), joint support (7) and gut comfort (8). This creates opportunities for brands to develop more holistic solutions that combine visible beauty benefits with broader wellbeing support.

One particularly exciting area is the convergence of beauty and sleep. Sleep is essential for skin repair and regeneration, and consumers are increasingly looking for products that support both overnight recovery and visible skin health. Research on collagen peptides has shown potential benefits for sleep quality alongside its established beauty credentials. In fact, a pioneering crossover study highlighted that supplementation significantly improved sleep quality compared to the control group (9). Such findings are essential with the growing interest in multifunctional wellness solutions that support beauty from the inside out.

4) Consumers today expect ingestible beauty products to fit seamlessly into their lifestyles while also feeling enjoyable, indulgent and ritualistic, much like topical beauty routines. This is especially important as consumers grow fatigued by lengthy, multi-step skincare regimens and embrace the “joy of laziness”, simplified routines that still deliver visible results.

As a result, convenience and experience are becoming (almost) as important as efficacy. Formats such as ready-to-drink beverages, powders and beauty shots are helping make nutricosmetics feel less clinical and more like an everyday wellness ritual. Taste, texture, fragrance cues and overall sensory appeal all play an increasingly important role in driving compliance and long-term use.

That being said however, consumers still expect strong scientific credibility. Collagen peptides are particularly well suited to this evolution because they can be incorporated into a wide variety of formats, are clinically studied and help brands create ingestible beauty rituals that feel both effective and effortless.

11) One of the biggest opportunities in the menopause space is to move beyond treating menopause purely as a hormonal issue and instead take a more comprehensive approach to women’s health and wellbeing. Greater awareness of menopause symptoms is helping drive understanding of how menopause affects not only mood and hormones, but also skin integrity, mobility, sleep, metabolic health and overall vitality.

This is particularly relevant when it comes to collagen. Natural collagen production already declines gradually with age, but this process accelerates significantly during menopause, contributing to changes in skin elasticity, density and overall connective tissue health (10). As a result, collagen peptides are becoming increasingly relevant for women looking to support healthy aging during this life stage.

Moving forward, brands can better serve women by developing more comprehensive, science-backed solutions that support the whole person, not just individual symptoms.