Naturally Beautiful: The Growing Market for Natural Products in the Hair, Skin & Nails Market

by Joy Choquette | September 2, 2025

What new products, delivery systems and trends are pushing this market forward now?

The hair, skin and nails category has always been an interesting one in the marketplace. Ads from the early 19th century boast everything from hair color restoration (be gone, gray strands) to freckle elimination, rough skin smoother, and the banning of baldness. Unfortunately, many of these earlier skin, hair and nail treatments contained useless or sometimes even dangerous ingredients.

Today, however, the healthy hair, skin and nails market is experiencing growth, introducing exciting new ingredients, and providing more customized options for individuals. What new trends in this category are hot now? What are the most popular formulation and delivery methods? And what new research and ingredients or products are being released in 2025 or on the horizon?

What’s New in the Hair, Skin & Nails Market

Alice Olufeso is the senior product manager at Mibelle Biochemistry, a manufacturer located in Switzerland. Olufeso explained that while the market is shifting away from typical all-around products, it’s moving toward more personalized offerings. “New launches are increasingly tailored to specific demographics, such as gender, life stages or even generations,” Olufeso noted. “For example, we’re seeing products designed specifically for men or women, as well as those targeting specific life stages like post-partum or menopause,” Olufeso stated. “There are also products crafted for specific generations, such as Gen Z, with a focus on their unique needs and preferences.” Also, Olufeso explained that male-specific hair and skin care products are gaining traction in the marketplace.

Science Marketing Manager at the manufacturer Monteoloder (parent company, SuanNutra USA), in New Jersey, Mariana Ortega, has noticed that the hair, skin and nail category is evolving toward more advanced and science-driven strategies. “There is a growing interest in understanding the biological mechanisms behind aging, including cellular senescence and telomere shortening, which are now recognized as key contributors to skin deterioration over time,” said Mariana Ortega, science marketing manager at the company. “This deeper understanding is shaping the development of solutions that act not only on symptoms but on root causes,” she noted. Ortega believes that in the hair subcategory, there is a growing focus on the scalp. “Once overlooked, it is now seen as the foundation for strong, healthy hair,” noted Ortega. “Scalp-focused formulations that support balance, hydration and protection are gaining visibility, particularly as part of integrated skin and hair health routines.”

“Brands are increasingly leveraging AI to create personalized nutritional supplements tailored to consumer needs,” stated Angie Rimel, marketing communications manager, North America for Iowa-based GELITA. “There is also a growing focus on products designed to tackle specific beauty-from-within issues, such as weak nails, thinning hair and skin elasticity.”

Aleksander Richards is the director of clinical R&D at Vidya, a manufacturer headquartered in Florida. “This market has absolutely exploded over the last five years. There are a couple of primary themes that come to mind: clean beauty, beauty-from-within and ingredient synergy/multi-targeting,” he said. “Consumers want clean products with labels that are true to what they claim—meaning the stated standardizations are accurate and the botanicals are not adulterated. There is also a rising consumer demand for products that target multiple pathways.” A single, standalone ingredient is a thing of the past, Richards noted. Now, individuals are looking for products with synergistic ingredients targeting multiple pathways, he explained.

Likewise, Richards stated that there has been a big increase in interest in the microbiome in the healthy hair, skin and nails category. “With new published data alongside ongoing expert discussion, interest in microbiome health is only growing. The body’s microbiome—spanning all systems—is a crucial factor in overall health, including beauty-from-within,” he said. “From complex quorum signaling to the protective behaviors of beneficial bacteria, addressing microbiome-related health issues will be an ongoing focus in modern wellness.” As it pertains to this trend, the key to a successful hair, skin or nail supplement is showing that it supports a diverse microbiome, Richards noted. It could do that by either increasing beneficial strains, reducing harmful ones, or both.

Olufeso stated that consumer trends in the nutricosmetics category are evolving rapidly now. This, she explained, is due to a growing awareness of the link between beauty and overall well-being. “Today’s consumers are health-conscious, well-informed, and willing to invest in products that deliver proven results,” Olufeso noted. “Also, trends show that consumers prefer ingredients that have been studied in clinical trials, and are also natural, plant-based and vegan.” She points to social media as playing a significant role in shaping consumer behavior. “Additionally, the ‘clean beauty’ trend remains influential with consumers prioritizing natural, plant-based, sustainable and safe ingredients,” said Olufeso.

Ortega noted, “Consumers are looking for ingestible products that support internal balance and long-term results, often combining supplements with topical care. Simplicity, science-backed efficacy, and sustainability are central values in this new consumer mindset,” she said. Another trend? Skinification—the extension of skin care principles that go beyond the face to include the scalp, body, and even nails, Ortega explained. “Consumers are increasingly adopting routines that treat these areas with the same scientific and preventive approach traditionally used for facial skin care,” she noted. “This shift reflects a broader movement toward holistic beauty, where every aspect of skin and hair is treated as part of a unified system.”

Rimel pointed out, too, that the “beauty-from-within” market is thriving. “Across the beauty landscape, a few key consumer sentiments are emerging,” Rimel noted. “People are becoming less tolerant of the unrealistic beauty standards often seen in media. Instead, they are looking for authentic experiences that align with their unique definitions of beauty.

“Additionally, beauty is no longer solely a concern for women; men are increasingly embracing grooming and self-care, leading to a rising demand for male-targeted beauty solutions,” Rimel explained. “For many, beauty is now seen as a reflection of health and wellness, emphasizing a deeper investment in well-being rather than mere vanity.”

At the manufacturer, Euromed USA, Inc., (Pennsylvania), Logistics, Inventory and Scientific Marketing Specialist, Silvia Mont (based in the company’s Spain location), shared her thoughts. “Consumers are increasingly aware that optimal hair, skin and nail health requires more than just topical solutions. There’s a strong trend toward oral supplementation, driven by the belief that internal health can significantly influence external appearance,” explained Mont. “This is especially true in the U.S., where people are looking for clean-label, science-backed supplements.” Additionally, Mont stated that the connection between gut health and the skin—and the importance of microbiome and maintaining skin barrier integrity—are all gaining attention. “As a result, consumers are seeking holistic, inside-out approaches that align with broader wellness and self-care trends,” she said.

Juan Motta is the chief marketing officer at the manufacturer, Valensa International (Florida). Motta noted that consumers—especially women—are no longer satisfied with vague “beauty blend” promises. “They want clean labels and credible science. Hair shedding, thinning edges, postpartum hair loss and perimenopausal changes are now openly discussed, and consumers expect noticeable results without synthetic drugs or waiting six months for the promise of results,” he noted. Another trend that he’s observed? Individuals are looking for multi-benefit solutions that address several different issues—scalp health, hair thickness and growth, and shine—in a single product.

Formulations and Delivery: What’s New Now?

Gummies have long been popular in this market, especially with younger shoppers. Is that still the case? Olufeso explained that when it comes to delivery and formulations, convenience is a key driver. “Consumers are gravitating toward food-like formats that seamlessly fit into their busy daily routines,” she said. “Gummies, shots and powder blends continue to dominate the market due to their ease of use and appealing taste.” While gummy supplements remain a strong trend, Olufeso noted that innovation in the area of other formats—such as larger liquid containers that provide multiple servings—are also growing in popularity. Similarly, powdered supplements in sachets, which were previously more of a niche product, Olufeso explained, are similarly growing in interest in recent product launches. “Overall, the focus remains on creating products that are not only effective but also enjoyable and easy to incorporate into everyday life,” said Olufeso.

At Monteoloder, Ortega would agree. The manufacturer, too, has noted the rise in convenient and easy-to-access formats such as liquid shots, stick packs and sachets. “These delivery forms are gaining strong consumer appeal, particularly in the nutricosmetic sector, due to their portability, precision in dosing, and pleasant user experience,” Ortega noted. “Liquid shots, in particular, are being embraced for their perceived faster absorption and their alignment with modern wellness routines,” said Ortega. “These innovations allow for the inclusion of multiple active ingredients in a single, user-friendly format, supporting compliance and making it easier to integrate beauty routines into a busy lifestyle.”

Rimel noted, “Gummies continue to be a favored delivery format, and GELITA offers VERISOL HST, a tailored solution that enables high collagen peptide levels in beauty gummies.”

Vice President of Innovation at Vitaquest International, a manufacturer in New Jersey, Michael Anthonavage, weighed in on the changing interests in formulations and delivery methods in this market. “Precision-dosing and bioavailability science are reshaping the category of ‘beauty-from-within’ with more plasma sustainable actives like collagen peptides or ceramides that can reside in the bloodstream for up to eight to 12 hours and can benefit from innovations like embedded liposomal cores for a one-two punch of sustained and enhanced uptake,” Anthonavage noted. “Liposomal encapsulation is also moving center-stage with innovations in vitamin B7 in phospholipid vesicles to sidestep digestive loss and lift plasma levels,” he explained. “Updated HSN capsule fermentation technology is being applied to combinatorial actives like biotin with a probiotic matrix and layers in astaxanthin for a post-biotic, synergistic build of keratin and antioxidant support.”

Motta explained that shoppers in this market are still focused on convenience. Individuals continue to gravitate toward once-daily soft gels or gummies, he said, things that fit seamlessly into their already existing beauty routines. “What’s more exciting, though, is the move toward targeted formulations—products built around clinically important actives—rather than generic blends or kitchen sink formulations,” Motta said.

Mont noted, “Liposomal encapsulation, chewable, dissolvable powders and liquid shots are gaining popularity due to their enhanced bioavailability and user-friendly formats. Gummies remain widely used, but there’s growing interest in more concentrated and efficacious delivery systems,” she said. “At Euromed S.A., we place strong emphasis on the galenic development of our botanical ingredients to ensure functionality across different delivery systems.”

Innovative Research in Hair, Skin & Nails Category

Anthonavage stated that he’s been impressed with recent developments in this category. “A handful of peer-reviewed papers have set the pace for beauty-from-within science over the last 18 months,” he noted. “A May 2025 meta-analysis in The American Journal of Medicine examined 23 randomized controlled trials and confirmed that oral collagen yields statistically significant, but modest gains in hydration, elasticity and wrinkle depth,” stated Anthonavage. “What is impressive is that the benefits were seen even when industry-funded studies were stripped out, giving the whole category fresh credibility with formulators and regulators alike.”

Euromed USA has a soon-to-be-published clinical study involving Pomanox P30, a Mediterranean pomegranate fruit extract standardized in punicalagins, that has shown significant improvements in skin hydration, reduction of facial pigmentation, and enhanced skin elasticity, according to Mont. “The study also observed beneficial changes in the skin microbiota, reinforcing the connection between antioxidant-rich nutraceuticals and skin health,” she stated. “These findings further validate the role of polyphenol-rich botanical extracts in the field of ingestible beauty.”

“In parallel, we are currently investigating the potential of other botanicals, such as saw palmetto berry extract, in more specific areas, such as supporting hair health during menopause, a stage where hormonal balance plays a critical role,” Mont noted.

Changes In Ingredients or Products In This Market

Anthonavage explained that while the “tried and true” remain popular, there are newcomers to this market that are providing excitement. “Legacy workhorses aren’t going away, such as hydrolyzed collagen—especially marine grades—high-dose biotin, MSM, keratin peptides and classic silica blends still headline most stock-keeping units,” he said, “but brands are modernizing their delivery formats.” Of particular interest to individuals are collagen sachets that dissolve in lattes and gummy alternatives, like stick-pack formats. These, Anthonavage said, help formulators to keep hero doses palatable, while “fermented” or liposomal versions of biotin and vitamins are pitched as cleaner, more bioavailable twists on familiar actives. “Even staples such as magnesium or zinc are being co-formulated with collagen to refresh long-running SKUs and meet clean-label or vegan expectations,” he explained. “Altogether, the category is shifting from single-nutrient beauty fixes to multi-benefit ‘360°’ formulas that marry time-tested actives with novel bioactives for bigger, more inclusive claims and positioning,” said Anthonavage.

Ortega explained that this category is shifting from traditional, surface-level solutions to more sophisticated, mechanism-based approaches. “While classic ingredients like collagen and hyaluronic acid remain relevant, there is increasing demand for botanical and bioactive compounds with clinically validated effects on deeper biological pathways,” she stated. “New ingredients are often designed to target specific aging mechanisms, such as oxidative stress, inflammation, telomere shortening or microbiome imbalances. These innovations reflect a growing preference for prevention over correction and a move toward transparent, natural-origin ingredients with measurable efficacy,” Ortega said.

At Vidya, Richards explained, “One of the biggest shifts in the supplement space is the growing focus on lower-dose formulations. With limited capsule space, along with the demand for synergistic ingredients, it’s essential to include only highly efficacious ingredients.” This hasn’t always been the case, Richards said. “Traditionally, brands featured one clinically studied ‘hero’ ingredient supported by generic extracts. Now, it’s becoming common to see formulas with multiple hero ingredients, as companies aim to support a broader range of health claims,” he noted.

The hair, skin and nail category remains an interesting and exciting place for many manufacturers in today’s marketplace. Innovative ingredients, continued opportunities for new growth, and changes in the ways that many manufacturers—and brands—reach their audiences continue to evolve. NIE