This Report explores the evolving landscape of ingestible beauty in India, where beauty supplements are gaining momentum. While home remedies, exercise and topical care remain central to Indians’ holistic approach to beauty, over 30% of internet users aged 18+ now report using beauty supplements. Unsurprisingly, brighter skin is the most sought-after benefit. Beyond that, however, lies an untapped opportunity to address more targeted consumer needs, such as hydration, sensitivity and skin barrier strength.
Further, this Report highlights the growing awareness surrounding gut health issues in India, with many consumers recognising the link between gut balance and skin appearance. This opens a significant white space for supplements positioned at the gut-skin axis, offering dual benefits for inside-out beauty.
Lastly, the Report explores the emerging potential of longevity-driven claims. With Indians aged 35+ increasingly adopting a proactive approach to beauty, supplements can progress from short-term enhancers to long-term partners in healthy ageing for skin vitality and resilience.
This report looks at the following areas:
- Approaches to enhancing beauty
- Beauty benefits preferred in beauty supplements
- Attitudes towards beauty supplements
- Features/claims that encourage beauty supplement trial
- Opportunity to tap into the gut-skin axis
- Longevity and cellular repair: the next frontier
Ingestible beauty in India is evolving from home remedies to supplements, with hydration, gut health and longevity shaping the next wave of demand.
Twinkle Behl, Research Analyst – Beauty and Personal Care, India
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- What you need to know
- The outlook for the ingestible beauty category in India
- Beauty supplement launches have plateaued, largely circling around the anti-ageing claim
- Graph 1: beauty* supplement launches, by beauty-enhancing claim, 2020-25
- Graph 2: share of beauty* supplements in total supplement launches, 2020-25
- Indians turn first to home remedies, fitness and topical care, but supplements are becoming the next step in their routines
- Graph 3: methods used to enhance beauty in the last 12 months, 2025
- Demographic profile: beauty supplement users
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UNLOCK THE POTENTIAL OF GUT-SKIN SCIENCE
- Indians recognise diet as key to beauty but admit that it alone cannot meet their nutrient needs
- Graph 4: agreement with ‘Daily food intake does not provide enough vitamins to meet beauty needs’, 2025
- Now: spotlight essential nutrients that boost beauty from within
- Next: prioritise enhanced absorption for optimised nutrient uptake
- Skin takes centre stage in the growing dialogue on gut health
- Graph 5: Google search volume on ‘gut health’, 2020-25
- Now: with digestive health top of mind, supplements that link gut balance to skin represent a new opportunity
- Graph 6: features/claims that can encourage trial in beauty supplements, 2025
- Now: call out skin conditions triggered by gut imbalance
- Tap into the popularity of familiar Ayurvedic gut- and skin-friendly ingredients
- Graph 7: share of beauty supplement* product launches with functional-digestive claims, by select ingredients, 2020-25
- Now: get inspired by Mintel Spark to create beauty supplements with Ayurvedic ingredients for gut-skin health
- Now: emphasise the role of pro- and prebiotics in supporting skin health by nurturing gut flora
- Graph 8: share of beauty supplement* product launches with probiotic, prebiotic and postbiotic claims, 2012-25
- Next: consider synbiotics, postbiotics and fermented botanicals as next-gen gut and skin health ingredients
- Next: look to food and drink innovations that improve skin conditions via the gut
- Opportunity to explore the gut-hair axis
- Graph 9: VMS product launches, by select beauty-enhancing and functional claims, 2020-25
- Next: position gut health as a key factor in preventing hair and scalp concerns
- Next: prioritise gut health to avoid stress and skin issues
- Graph 10: symptoms generally experienced due to mental stress, 2025
- Next: prioritise gut health to avoid stress and skin issues
- Case study: Codex Labs’ Shaant line links to the gut-brain-skin axis
- Future: prepare for the future of hyper-personalisation with upcoming health and AI technology
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ELEVATE HYDRATION CLAIMS BY LINKING TO GLOW, SKIN RESILIENCE AND BARRIER STRENGTH
- Position nutrient-driven hydration as a visible ‘glow from within’ benefit
- Graph 11: beauty benefits that consumers would hope to get by consuming beauty supplements, 2025
- Now: promote glow from within with added hydration
- Now: leverage hydrating actives that boost skin’s natural glow
- Hydration’s next frontier: plumping skin
- Graph 12: facial skincare product launches with plumping claims, 2020-25
- Highlight hydration as part of deeper skin resilience and barrier repair to combat sensitivity
- Graph 13: beauty benefits that consumers would hope to get by consuming beauty supplements, by age group, 2025
- Highlight hydration as part of deeper skin resilience and barrier repair to combat sensitivity
- Next: protect and strengthen skin against external aggressors
- Next: tap into potential of botanicals and phytonutrients to defend skin against UV exposure and pollution
- Next: unpack the connection between hydrated and energised skin
- Next: double down on innovation promoting hydration as a source of glowing and energised skin
- Next: offer hydrating drinks that promise beauty
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THE NEXT FRONTIER IN PREVENTATIVE SKIN- AND HAIRCARE LIES IN LONGEVITY
- Demographic shifts in India open new opportunities for beauty supplements
- Graph 14: methods used to enhance beauty in the last 12 months, by age group, 2025
- Graph 15: % total share of population, by age, 1990-2050
- Consumers aged 35+ seek holistic anti-ageing solutions beyond topical care
- Graph 16: beauty* supplement launches, by beauty-enhancing claim, 2020-25
- Now: embrace a holistic and preventative approach to ageing
- A global move towards longevity is reshaping beauty with a focus on healthy ageing
- Next: longevity claims will gain momentum in beauty supplements
- Graph 17: beauty supplement* product launches with longevity* and cellular repair* claims, 2020-25
- Now: focus on next-gen claims that tackle skin and hair ageing at the cellular level
- Now: offer both topical skincare and ingestible supplements as a starting point
- Now: collaborate with thought leaders to strengthen scientific credibility in longevity
- Next: ingredients to watch in longevity beauty VMS
- Now: leverage NAD+ for longevity innovation
- Next: the mushroom BPC trend can evolve to focus on longevity
- Next: celebrate the cellular-age-minimising merits of olive polyphenols
- Future: be committed to longevity like Jung+ is with its ‘build your kit’ Total Longevity System
- Key takeaways
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APPENDIX
- Abbreviations
- Generations
- Consumer survey methodology
- Social data research methodology
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