The beauty economy is surging; can good looks and a healthy physique be achieved through diet?

“The awakening of self-care awareness makes consumers eager to better showcase themselves from the inside out.”

The stronger the desire for beauty, the more turbulent the wave of the beauty economy. Changes in aesthetic concepts, coupled with the rise of women's purchasing power, are driving the rapid development of the oral beauty market. Women, asoral beauty productsthe main consumers, are continuously evolving their beauty concepts. The awakening of self-care awareness means that they not only pay attention to facial skin but also begin to focus on body care. Becoming beautiful is no longer limited to the surface; true beauty comes from within.

The rapidly growing sub-market of beauty and body management has become a new hotbed for the food industry. For new consumer brands entering the market, their ability to establish a foothold in this fertile ground depends more on their understanding and grasp of consumer pain points.

What beauty issues are current consumers concerned about, and which functional ingredients are worth considering? Besides enhancing facial appearance, can better personal states be presented through body management and constitution adjustment? From domestic to overseas, what patterns are emerging in the innovation of oral beauty?

The broad oral beauty market is on the rise.

Young people who fear being unattractive or aging are supporting a new market. In the current era of mobile internet, live streaming, and short videos, phrases like 'beauty is justice' and 'beauty is the hard truth' are increasingly favored by young people. Nowadays, spending for beauty is no longer a female-only domain; the male sub-market led by the 'he economy' is performing increasingly well, and the 'male beauty era' is quietly approaching. According to Ipsos' 2021 report 'The New Era of Male Beauty - Insights into the Men's Skincare Market', the awareness of skincare among men in first-tier cities is awakening, with Generation Z becoming the dominant force in the male skincare and beauty industry.

The high attention people pay to 'beauty' is driving the continuous refinement of various external skincare product functions. However, the complexity and time-consuming nature of skincare have also become pain points for many. While medical beauty and other technical means can solve these cumbersome issues, some people still choose to keep their distance due to fear of surgery. In contrast, more convenient and quick oral beauty products are gradually gaining favor among consumers.

According to data from Zhiyan Consulting, stimulated by the beauty anxiety of young people, China's oral beauty market is expected to exceed 23.8 billion yuan in 2022. Today's consumers not only pay attention to product ingredients and efficacy, and their impact on beauty and health, but also focus on the presentation and packaging of products, such as increasingly favoring snack-like, fun, and aesthetically pleasing products over traditional forms (like capsules and tablets). According to Ipsos' 2021 report 'Fun with Makeup and Food, Inner and Outer Beauty - Trends in Beauty Supplement Consumption': the form of beauty supplements that consumers are most interested in purchasing is oral liquid.

In China, oral beauty products are not a new concept: from the 'ancestor' product Mrs. Oral Liquid, Japan's FANCL collagen, to the Australian brand Swisse that became popular in the mainland due to cross-border e-commerce, to the new consumer oral beauty brands that have emerged in recent years, they all target the skin issues that consumers care about the most. According to the '2020 China Beauty Nutrition White Paper' jointly released by the Nutrition and Health Food Branch of the Chinese Nutrition Society and the Dermatology Physician Branch of the Chinese Medical Association,the skin issues that women are most concerned about are ranked as follows: skin spots, dull skin tone, dry and dehydrated skin, wrinkles/sagging, enlarged pores, acne and oiliness, and sensitivity/redness.

In addition to skin, consumers are gradually realizing that a healthy body state has a significant impact on their vitality and beauty. Achieving healthy skin through body conditioning is gradually becoming a new trend in the oral beauty economy. According to the '2021 Women's Quality of Life Trend Insight Report' released by CBNData, the scale of dampness removal ranked second in the consumption trend of different efficacy traditional supplements for women online in 2020, second only to beauty and skincare. Excessive dampness can easily lead to oily skin, acne, and a bloated belly, causing considerable distress for beauty-conscious women.

Consumers' understanding of beauty solutions is increasingly becoming professional and rational, and oral beauty brands are continuously launching more targeted products, focusing on caring for women's beautiful appearances while also hoping to let women shine from within through body care. Of course, beauty knows no gender, and many products are also increasingly favored by male consumers. Similarly, in the current market where beauty oral liquids are abundant, how can new products meet the scrutiny of ingredient-conscious consumers and win their favor?

The rise of ingredient-conscious consumers is driving the 'scientification' of oral beauty.

With years of market education and consumer mindset cultivation in the beauty industry, the 'ingredient-conscious' group, known for focusing on and researching core ingredients and their effects, has begun to rise. With the popularity of domestic trends, the recognition of traditional Chinese medicine and food therapy concepts among ingredient-conscious consumers is promoting 'makeup and food from the same source' as an innovative idea for developing oral beauty products. The demand for overall body conditioning to enhance beauty is generally increasing, and the concept of 'food and medicine from the same source' has also become a tool for differentiated innovation in the industry, jointly sparking a new wave of oral beauty that beautifies both inside and out.

1) Niacinamide, collagen peptides, blood orange powder, drink your way to hydrated and youthful skin.

Collagen and niacinamide, common ingredients in beauty and skincare products, have recently become star ingredients in 'makeup and food from the same source' oral beauty products. Many manufacturers have launched oral beauty drinks primarily made from niacinamide and yeast extracts, targeting the skin spot issues that everyone is most concerned about, helping to create fair and tender skin. Niacinamide, a derivative of vitamin B3, is a common 'all-purpose' ingredient in skincare products due to its effects in spot removal, anti-aging, and enhancing skin barrier function. For the most troubling spot issues for consumers, niacinamide not only accelerates the transfer of melanin from keratinocytes to the stratum corneum and promotes the shedding of the stratum corneum to achieve spot removal but also inhibits melanin production to prevent the formation of spots.

As for the other main ingredient - yeast extract, beauty-conscious consumers should be familiar with it, as the famous SK-II Facial Treatment Essence's prized ingredient is its yeast extract. Although the essence is so effective that it is called 'the mother of oily skin', it may cause issues like breakouts and redness for dry and sensitive skin. Fortunately, yeast extract can be taken orally as well as applied topically, and its glutathione, a small molecular peptide, can be quickly absorbed by the human body. In terms of spot removal, it mainly inhibits the activity of tyrosinase to suppress melanin synthesis, preventing the formation of dark spots while also enhancing skin brightness and avoiding dullness.

To address the common consumer concern of dry and dehydrated skin, many manufacturers propose 'Collagen peptide drinkThis solution. Due to the effects of collagen peptides in improving skin moisture and reducing the formation of fine lines, it has become one of the most widely used oral beauty ingredients. Recently, hyaluronic acid, which has become very popular, has also started to be included in the ingredient lists of various best-selling beauty oral liquids on the market. Hyaluronic acid increases the skin's viscoelasticity by altering the metabolic environment of cells and balancing moisture and ions.

2) Euryale Fox, Poria, Saffron, nourishing from within with food and medicine.

With the rising awareness of health among the public and the cultural foundation of traditional Chinese health practices, health-conscious young people not only focus on good skin but also prefer good physical condition, hoping to use traditional Chinese medicine to regulate their bodies. Various manufacturers have developed a series of oral liquids based on the concept of 'food and medicine from the same source' to address some unique physical concerns of Chinese consumers.

Traditional Chinese medicine often says, 'Nine out of ten people are damp.' The modern lifestyle of people who love air conditioning, cold drinks, and staying up late has exacerbated the dampness described in traditional Chinese medicine, leading to issues such as dull skin, excessive oil, acne, and pimples. In addition to common ingredients in dampness-removing food supplements like Job's tears, Euryale Fox, Poria, and red beans, ingredients like corn silk for diuresis and blood pressure reduction, and pear cactus for swelling and diuresis are also starting to gain attention.

In response to the different needs of various groups, addressing common health and nourishment issues, saffron extract, red clover extract, and non-aging berries,Double-petal red rose powderand traditional warming ingredients like ginger and jujube are beginning to rise, helping consumers achieve good physical condition and thus a healthy complexion from within, rejecting the frail appearance of Lin Daiyu and instead embodying the healthy beauty of Gu Ailing.

For the refined ones, both appearance and health must be top-notch.

Focusing on overall health, in addition to dampness removal and addressing specific needs of women during special periods, social platforms often see refined consumers complaining about minor issues like acne marks and poor complexion, along with brands' solutions. From the recently launched global beauty and skincare products, Foodaily has discovered several representative products that not only thoughtfully address consumer needs but also inspire innovation for 'oral beauty' companies.

1) Regret medicine for acne-prone skin

For those with acne-prone skin, nothing is more anticipated than having smooth skin. Acne-prone skin is often related to hormonal imbalance, stress, oil-water imbalance, and poor lifestyle habits, making the face prone to oiliness. The acne control and oil-reducing nutrients from Japan's largest additive-free skincare and health food brand, Fancl, can be considered a regret medicine for acne-prone individuals. By nourishing the skin with various vitamins, it regulates hormonal imbalances to control acne outbreaks from the root, maintains oil-water balance, and keeps the skin healthy and vibrant. The added theanine in the nutrients helps relax the mind, relieve stress, and reduce acne caused by stress.

2) Refinement means caring for every strand of hair and nail tip.

Opening Xiaohongshu or Weibo reveals that today's refined individuals are more meticulous than ever, not only focusing on appearance but also on every strand of hair and nail tip. In addition to common external care products like conditioners, hair masks, hair serums, negative ion hair dryers, and nail oils, foreign companies have also launched oral beauty products that improve the shine of hair, nails, and skin.

The Lookin’Good capsules launched by the Greek brand KOS enhance the body's antioxidant and anti-inflammatory capabilities through ingredients like West Indian cherry, mangosteen, grape seed, blueberry extract, functional fungi, vitamin E, turmeric, and milk thistle, making one radiant and giving shine to both hair and nails.

3) Hydration is not only achievable with hyaluronic acid.

Since the National Health Commission approved the use of hyaluronic acid in food ingredients in January 2021, oral beauty foods represented by the addition of hyaluronic acid have surged, with domestic brands competing to enter the market. Besides hyaluronic acid, what other food ingredients can provide hydration and help oral beauty brands form differentiated competition?

In Japan, where the oral beauty market is relatively mature, Foodaily has discovered several products that cleverly utilize various functional ingredients to achieve skin hydration and prevent dryness. For example, the oral product Orbis Defencera launched by Pola contains glucosylceramide, which can improve skin dryness and reduce skin flaking.

In addition to 'makeup and food from the same source' ingredients, lactic acid bacteria have also become little helpers for hydration. The yogurt drink launched by Japanese dairy producer Takanashi Group primarily features Lacticaseibacillus rhamnosus, claiming to alleviate skin dryness and maintain skin moisture. This product is designed for those concerned about skin dryness and fat content, improving skin health while still maintaining a good figure.

From the various best-selling products on the market, it is evident that Japan's oral beauty market is highly mature, focusing on segmented needs and the widespread use of various functional ingredients to achieve differentiated competition, thereby attracting refined consumers. These practices will provide beneficial innovative inspiration for the domestic beauty food industry.

Summary

Looking at the global market, consumers' attention to beauty is no longer limited to external skin but has also begun to focus on factors like physical condition and hair quality that further influence their external state. The wave of beauty economy is surging, and the oral beauty and physical health products launched by Hengmei target not only women but also men's 'beauty' needs, designing more precise products and continuously increasing market penetration.

In the face of current consumer desires for beauty that showcases from within and the pursuit of an overall attractive appearance, we have sensed a new trend in the billion-dollar oral beauty market. Companies should seize this opportunity, timely capture this new beauty trend, and create products that meet consumer expectations, generating longer-term effects.

Source: Foodaily Daily Food (Public Account ID: foodaily), authorized for reproduction.