This report provides comprehensive and current information and analysis of the holistic beauty consumer market including holistic beauty consumer market size, anticipated market forecast, relevant market segmentation, and industry trends for the holistic beauty consumer market in the US.

Current market landscape

There’s a strong correlation between appearance and emotional wellness, as 93% agree that feeling good about their appearance makes them feel good emotionally.

Despite the growing momentum around the beauty ingestible space, 59% of adults are not totally convinced that beauty ingestible products are actually effective.

Market share and key industry trends

Future market trends of the holistic beauty consumer

Price hikes due to inflation could lead some shoppers to trade down to less-expensive options, challenging market growth. On the contrary, the stress and anxiety spurred on by today’s volatile economy may accelerate consumer demand for holistic stress relief.

Interest in beauty ingestible innovations is strong, particularly for customized products, revealing opportunities to boost market sales.

Read on to discover more about the holistic beauty consumer consumer market, read our US Personal Care Consumer Market Report 2022, or take a look at our other Beauty and Personal Care research reports.

Quickly understand the holistic beauty market

  • The impact of COVID-19 and today’s volatile economy on consumer behavior and the holistic beauty category.
  • How usage trends impact the holistic beauty space.
  • How category players are innovating offerings to stand out from the competition.
  • What consumers want from the category and why.

Covered in this holistic beauty market report

Brands include: WelleCo, Church & Dwight, Vitafusion, Moon Juice, Selfmade, Hum Nutrition, Olly, Ritual, Armra, Hailey Bieber, Neocell, RESET, Nutrafol, Disco, Love Beauty and Planet, BetterYou, Breatherapy, Beauty Bits, Rae Wellness, Hims, Care/of, Rootine, Golden Hour Kit.

Expert analysis from a specialist in the field

This report, written by Olivia Guinaugh, a leading analyst in the Beauty and Personal Care sector, delivers in-depth commentary and analysis on holistic beauty market research to highlight current trends and add expert context to the numbers.

COVID-19 has driven the concept of holistic health to new levels with a focus on total wellbeing. As a result, more consumers are striving to incorporate better lifestyle habits (eg maintaining healthy diet and/or sleep schedule) to support their overall health, wellness and even beauty goals. Some consumers are even turning to beauty ingestible products. While beauty ingestible products are not new to the BPC market, the growing popularity of beauty supplements will likely continue to grow as consumers seek alternatives that are affordable, less invasive and more holistic than cosmetic solutions.

Olivia Guinaugh, Beauty and Personal Care Analyst
Olivia Guinaugh
Senior Beauty & Personal Care Analyst

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
            • COVID-19: US context
              • Economic and other assumptions
              • Executive Summary

                  • Top takeaways
                    • Market overview
                      • Figure 1: Category outlook, 2022-27
                    • Opportunities and challenges
                      • Stand out in the competitive beauty ingestible space with personalized offerings
                        • Figure 2: Beauty supplement* launches in the US, 2017-21
                      • Combat challenges from traditional VMS offerings
                        • Figure 3: Select holistic beauty behaviors, 2022
                      • Address skepticism with science-backed claims
                        • Appeal to key audiences with multifunctional offerings
                          • Figure 4: Instagram post from WelleCo, 2022
                        • Improve skin and hair health with holistic stress relief
                          • Key consumer insights
                          • Holistic Beauty Consumer by the Numbers

                            • Women and adults aged 25-54 are a prime target for ingestible beauty
                            • Market Factors

                              • Current economic climate will accelerate consumer stress levels
                                • Figure 5: Consumer Price Index change from previous period, 2007-22
                              • FDASLA Act aims to increase regulation in dietary supplements
                              • Competitive Strategies and Market Opportunities

                                • Beauty supplements are on the rise
                                  • Figure 6: Beauty supplement* launches in the US, 2017-21
                                • Improve skin and hair health with holistic stress relief
                                  • Figure 7: Instagram post about Moon Juice’s Beauty Dust, 2022
                                  • Figure 8: Instagram post from Selfmade, 2022
                                • Improve consumer trust with science-backed claims
                                    • Figure 9: Instagram post about HUM Nutrition’s clinical studies, 2022
                                    • Figure 10: Instagram post from OLLY, 2022
                                    • Figure 11: Instagram post from Ritual, 2022
                                  • Ingredient trends to look out for in ingestible beauty
                                    • More brands are capitalizing on the “health halo” of mushrooms
                                      • Figure 12: US BPC launches using mushroom extracts, 2017-21
                                    • Will bovine colostrum be the next on-trend ingredient in beauty and wellness?
                                      • Figure 13: ARMRA Immune Revival, 2022
                                    • Hyaluronic acid expands into the beauty ingestible space
                                        • Figure 14: Instagram post about Hailey Bieber Strawberry Glaze Skin Smoothie, 2022
                                        • Figure 15: Instagram post about RESET Beauty Shots, 2022
                                    • The Holistic Beauty Consumer – Fast Facts

                                      • Factors Impacting Appearance

                                        • Tap into lifestyle factors that impact health and appearance
                                          • Figure 16: Factors impacting appearance, 2022
                                        • Help young adults better understand the importance of healthy lifestyle habits
                                          • Figure 17: Select factors impacting appearance, any rank (net), by age, 2022
                                        • Offer solutions specifically for women’s biochemistry and lifestages
                                          • Figure 18: Select factors impacting appearance, any rank (net), by gender, 2022
                                      • Beauty-enhancing Behaviors

                                        • Differentiate beauty ingestible products from regular VMS products
                                          • Figure 19: Select beauty-enhancing behaviors, 2022
                                          • Figure 20: Nutrafol’s hair wellness boosters, 2022
                                        • Enhance the online shopping experience to boost engagement
                                          • Figure 21: HUM Nutrition website, 2022
                                        • Position ingestible beauty as a way to “supercharge” wellness goals
                                          • Figure 22: Select beauty-enhancing behaviors, 2022
                                        • Leverage a stronger health-focused positioning to win over mature adults
                                          • Figure 23: Select beauty-enhancing behaviors, by age, 2022
                                        • Don’t overlook men when it comes to ingestible beauty
                                          • Figure 24: Select beauty-enhancing behaviors, by gender, 2022
                                        • Reconsider beautification terms to reach a broader audience
                                          • Figure 25: Instagram post from Disco, 2022
                                      • Format Preferences

                                        • Pill/capsule is consumers’ go-to supplement format…for now
                                          • Figure 26: Format preferences, 2022
                                          • Figure 27: Love Beauty and Planet gummy vitamins, 2022
                                          • Figure 28: Instagram post about BetterYou vitamin oral spray, 2022
                                        • Tackle wellness from “the outside in” with wearable offerings
                                          • Figure 29: Silent WakeUp device, 2022
                                          • Figure 30: Instagram post from Breatherapy, 2022
                                        • Enhance the supplement experience with fun, easy to consume formats
                                          • Figure 31: Select format preferences, by age, 2022
                                          • Figure 32: Instagram post from OLLY Wellness, 2022
                                      • Purchase Influencers

                                        • Demonstrate efficacy with functional ingredients and expert approvals
                                          • Figure 33: WelleCo The Super Elixir, 2022
                                          • Figure 34: Purchase influencers, 2022
                                        • Don’t underestimate the importance of taste
                                          • Figure 35: Instagram post about Beauty Bites, 2021
                                        • Consumer demand for vegan options expands into beauty ingestible space
                                          • Figure 36: Select purchase influencers, any rank (net), by age, 2022
                                          • Figure 37: Instagram post from Rae Wellness, 2022
                                      • Benefits Sought

                                        • From beauty to physical and mental health benefits, consumers want it all
                                          • Figure 38: Benefits sought, 2022
                                        • Destigmatization around men and self-care opens doors of opportunity
                                          • Figure 39: Select benefits sought, by gender, 2022
                                        • Don’t overlook women and young men when it comes to hair loss supplements
                                          • Figure 40: Nutrafol Shed The Silence community, 2022
                                          • Figure 41: Instagram post from Hims, 2022
                                        • Black adults are highly invested in hair health
                                          • Figure 42: Select benefits sought, by race and Hispanic origin, 2022
                                      • Attitudes and Behaviors toward Holistic Beauty

                                        • Don’t let beauty benefits overshadow health benefits
                                          • Figure 43: Select attitudes and behaviors toward holistic beauty, 2022
                                        • Acknowledge the correlation between appearance and emotions
                                          • Figure 44: Select attitudes and behaviors toward holistic beauty, 2022
                                        • Appeal to key audiences with multifunctional offerings
                                          • Figure 45: Select attitudes and behaviors toward holistic beauty, by age, 2022
                                        • Focusing on health-related benefits is key for reaching mature audiences
                                        • Trial and Interest in Innovations

                                          • Drive loyalty through personalization
                                            • Figure 46: Trial and interest in select innovations, 2022
                                            • Figure 47: care/of tailored routines, 2022
                                            • Figure 48: Instagram post from Rootine, 2021
                                          • Educate consumers about the benefits of ingestible probiotics
                                            • Figure 49: Instagram post about probiotics from HUM Nutrition, 2022
                                          • Bring sexual wellness into the holistic beauty routine
                                            • Figure 50: Interest in select innovations, any future interest (net), by age, 2022
                                          • Don’t overlook mature audiences when it comes to sexual wellness
                                            • Figure 51: Blog post from Tabu, 2022
                                        • Appendix – Data Sources and Abbreviations

                                          • Data sources
                                            • Consumer survey data
                                              • Abbreviations and terms
                                                • Abbreviations
                                                  • Terms

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