The global nutricosmetics market could grow by $1.51 billion during 2020-2024, according to a report from Technavioand the company found that the COVID-19 pandemic will create additional demand in this sector (1).

The trend fits within the greater shift toward supporting overall wellness. While the end goal of nutricosmetics may be beauty, nutricosmetics go beyond aesthetics, working to support whole-body health and addressing the internal cause of poor skin, hair, and nail health. Heres a look at whats trending.

Collagen is one of the trendiest ingredients in the Nutricosmetics sector: The global collagen market is expected to hit $6 billion by 2026, according to a report from Global Market Research (2). And while much of that will be used in food, healthcare, and cosmetics, the dietary supplements segment for collagen is still expected to register more than 8.9% CAGR from 2020 to 2026. Today, collagen is one of the hottest ingredients, especially as new applications are being studied and introduced, according to Samantha Ford, M.S., Director of Business Development at AIDP. And theres a good reason for all this fuss: Ford notes that collagen plays an essential role in maintaining skin tone, suppleness, and elasticitywhich is necessary, Ford adds, as collagen synthesis in the human body reduces at a rate of 1.5% per year after the age of 25, and its levels may have fallen by as much as 30% by the age of 45. This loss of collagen results in the appearance of wrinkles and fine lines, and in dry skin.

When it comes to actually stocking collagen products, the first consideration is type: There are over 28 types of collagen, but 80% to 90% of that found in the human body are types I, II, and III, Ford explains. For skinand for all the benefits listed aboveproducts should contain type I collagen, the most abundant collagen in the human body and in skin.

The second consideration would be how much. This is one of the questions we hear most from our fans, says Jenn Randazzo, M.S., R.D., C.L.T., Director of Education at Vital Proteins. While its easy for individuals to determine their specific macronutrient needscarbs, protein, and fatits incredibly challenging to do the same for collagen. Thats why weve recently developed our Vital Proteins Collagen Calculator [available at http://www.vitalproteins.com], a one-of-a-kind tool that uses scientific research to generate a unique amount of collagen based on a persons age, weight, and daily protein intake. For retailers, stocking products offering a range of collagen amounts will help ensure that customers can choose the product that meets their needs.

There are plenty of products in the collagen space to stock. Youtheorys collagen comes in powder, tablets, and liquid; they offer serving sizes backed by science. Bluebonnet, too, offers powders and tablets as part of their Beautiful Ally line, with different serving sizes to meet different needs. Vital Proteins offers Collagen Water, as well, for those looking for a dose of collagen in a convenient format. And there are plenty morethere isnt enough space in one article to list all the companies selling collagen. Choose brands you trust, that are capable of explaining the science behind their dosages and formats, and that have a good track record of trustworthy products and ethical production processes.

Consumers may also seek out branded collagen ingredients on the label. One option is Naticolproduced from 100% fish skin and scales through a validated process, Ford notes that it is bioavailable and clinically backed: Clinical trials demonstrate improved skin appearance, hydration, and elasticity with as little as 2.5g of Naticol daily.

Theres also Verisol; it, too, works at 2.5g per dosea lower dose than many other collagens, according to Nick Bitz, N.D., Chief Scientific Officer at Youtheory, which occasionally uses the branded ingredient in their products. One of those products: Beauty Powder, which offers other useful ingredients, like hyaluronic acid.

For vegans, collagen can be tough to come by. Randazzo notes that there are vegan nutrients that can support collagen production: For those seeking to boost their bodys collagen production with vegan-friendly products, she says, Id recommend checking out our new Beauty Capsule Collection. Its a line of beauty-centric supplements made with plant-based ingredients that can be easily incorporated into daily life. The line includes Beauty Boost, which contains biotin and vitamin C to boost collagen production, according to the companys website.

Fortunately, companies are trying to make strides in the vegan collagen spaceGeltor, for one, has created Collume, a biodesigned, vegan protein created through a sustainable fermentation process, according to the companys website. JLand Biotech Co. has created Reallagen, a vegan collagen made by fermenting yeast. This may be whats next, as companies try to keep up with consumer demand for plant-based productsso keep an eye out for brands making use of these innovations.

Theres a reason why the Nutricosmetics shelf isnt solely populated with collagen: Collagen doesnt do everything. Your customers will want to consider other ingredients, too, ranging from the trending to the up-and-coming.

Possibly the second most well-known nutraceutical ingredient is hyaluronic acid (HA). According to information on Hyalogics website, HA is a long-chain sugar molecule that has an amazing affinity for water (3). Each molecule of HA can bind up to 1,000 times its weight in water, and half the bodys supply of HA resides in the skin. When taken as a dietary supplement or as a topical serum or cream, HA resupplies the skin with essential hydration it needs to maintain peak health, according to the companys materials. And like collagen, the body loses the ability to make HA as it ages, making dietary supplementation necessaryand not just for aesthetic purposes: Nourished and hydrated skin is also capable of forming a more effective barrier, Hyalogics website notes. The skin is the bodys first defense against the outside world, and keeping it hydrated is vital to this organs ability to function at peak performance.

There are back-end ways to support hyaluronic acid production, too. Jarrow Formulas sells Mythocondro, a vegan formula. Its made with chondroitin sulfate and glucosamine, both produced by bacterial fermentation, according to Thomas Bowman, Ph.D., a member of Jarrow Formulas Scientific Panel. Chondroitin Sulfate and Glucosamine are essential components for building connective tissue glycosaminoglycans and essential for the production of hyaluronic acid, Dr. Bowman explains. And, of course, that formula has added valuelike hyaluronic acid itself, chondroitin sulfate and glucosamine are great for joints.

Theres also resveratrol. Gene Bruno, M.S., M.H.S., R.H.(AHG) writes in a blog post for Reserveage that nutraceuticals-lovers are excited about resveratrol because it has demonstrated antioxidant propertiesand it activates the SIRT 1 gene, associated with longevity (4). Antioxidants fight free radicals, which damage macro-molecules like lipids, proteins, and DNA; such damage can initiate changes that promote the aging process, Bruno says.

Bruno emphasizes that an important consideration, when it comes to resveratrol, is what type of resveratrol a product contains. There are two primary isomers of resveratrol, trans- and cis-. To be clear, trans-resveratrol has been unequivocally shown to have much greater activity than cis-resveratrol. So when buying a resveratrol product, make sure to verify that it contains trans-resveratrol. Dont buy it if just resveratrol is listed. This may prove an easy rule-of-thumb for knocking substandard products out of the running for shelf space.

Nor is that all resveratrol doesa second article from Reserveage notes that resveratrol is also anti-inflammatory, as per a randomized, placebo-controlled study, which found that 40mg resveratrol taken for six weeks significantly reduced oxidative stress, as well as levels of several inflammatory markers (5). Resveratrol, in other words, is an added-value ingredientcustomers looking for a product worth their hard-earned dollars will appreciate resveratrol for the multifunctional, full-body support it offers.

Sulfur is another solid choice for those looking to get more bang for their buck, says Tim Hammond, VP Sales & Marketing at Bergstrom Nutrition. Customers may already be asking for it, even if they dont realize itits often found in the chemical form methylsulfonylmethane, or MSM. Sulfur is essential for the general health and function of the body, Hammond explains. It is part of the basic building blocks of protein and hundreds of metabolic processes, including the production of the molecular building blocks of skin, such as collagen, hyaluronic acid, and keratohyalin. OptiMSM is a proven source of sulfur that supports the cross-linking of proteoglycans and collagen, as well as serving as a building block for keratin. By maintaining healthy collagen cross-linking, MSM and sulfur inhibit the hardening of the skins tissue, supporting the skins overall health and maintenance. This provides the skin with flexible, supple, and resilient characteristics through disulfide bonds.

More perks: MSM is also a powerful antioxidant that reduces inflammation, which is a leading cause of skin damage that degrades the skins structural matrices, Hammond notes. Plus, MSM increases the barrier function of the Extra Cellular Matrix, enabling a greater exchange of water and nutrients in the dermis.

Moving on to ingredients that arent quite as buzzy with consumers, you may want to bring chlorella to your customers attention this algae has some unique properties. Jennifer Jimenez, VP/COO of Sun Chlorella, explains: One of the main components of chlorella, with regards to skin health, is Chlorella Growth Factor, or CGF. CGF is rich in nucleic acids and has the ability to target cells to support its repair and revitalization. Currently no other plant or food on earth contains CGF! And the difference it makes is visible, Jimenez says: One thing that we often hear from our long-time Sun Chlorella users is that they often receive compliments on their youthful appearancepeople can never guess their true age. Other helpful nutrients in chlorella include vitamin D, B12, and chlorophyllBody purification is supported with chlorophyll, Jimenez notes. When your system is not taxed with essential functions like removing harmful toxins from your body, it then has time to prioritize non-essential tasks like beautiful, healthy looking skin!

Something to consider when stocking chlorella: how its made. Sun Chlorella uses a proprietary processing method called DYNO-Mill technology, which is superior to other processing methods, Jimenez maintains. Using only pressure and speed, this process pulverizes chlorellas cell wall without the use of heat or chemicals to preserve chlorellas delicate nutrients. Our chlorella is also spray dried to avoid damage to the quality and nutrients, as well as tested before and after to ensure quality and purity remain the same. Due to this proprietary processing method, Sun Chlorella is the most digestible brand on the market. Jimenez adds that Sun Chlorella uses hermetically sealed packaging and food-grade plastic to protect the product in the bottle, as well.

One more nutrient to call out: zinc. Known for its role in immunity, this essential mineral also has a spot reserved in the nutraceutical industry, according to Trisha Sugarek MacDonald, B.S., M.S., Sr. Director of R&D/National Educator at Bluebonnet Nutrition Corporation. Zinc is vital to a multitude of biological functions in the body, Sugarek MacDonald explains. It not only helps to metabolize vitamin A and collagen, but it is also vital for maintaining the proper concentration of vitamin E in the blood. Further, zinc is known for its antioxidant protective role, supporting cells against free-radical damage that can be caused by diet, pollution, and the aging process.

For consumers focused on hair and nails, biotin is a go-to. Sugarek MacDonald explains: Biotin functions within cells as a coenzyme for multiple reactions including taking part in fat and protein metabolism. Its deficiency might lead to hair loss. Thanks to the presence of sulfur, it influences the state of skin integument (the outer layer), lowers sebum secretion (an oily or waxy matter to lubricate and waterproof the skin and hair of mammals), and activates hair growth. Hair is made of keratin, which is built from amino acids and is formed as a result of the reaction of cell enzymes and biotin. Biotin contributes to the production of healthy hair and nails since it is an essential ingredient in the process of hair and nail growth. Bluebonnets Beautiful Ally Biotin 10,000 mcg Vegetable Capsules contain yeast-free biotin in its purest crystalline form.

Thats a whole lot more biotin than is in a daily multivitaminbut theres a reason for that. The literature shows evidence of improvement in hair and nail growth after biotin supplementation at a dosage range of 10-30mg/day in individuals with known biotin deficiency, Sugarek MacDonald says. While rare, deficiency of biotin can lead to hair loss, skin rashes, hair loss, and brittle nails. While those suffering these symptoms should talk to a healthcare provider, those who determine that their symptoms are caused by a biotin deficiencyor those looking to bring back brittle nailsmay find it worth their time to discuss a biotin supplement with their doctors.

And while biotin deficiency may be rare, brittle nails are not, Richard Passwater Jr., Product Education Manager at Bio Minerals, the maker of BioSil, a line from Natural Factors, notes: About 20% of the general population and about 40% of postmenopausal women have brittle nails. His suggestion: ch-OSA, choline-stabilized orthosilicic acid, branded as BioSil. A clinical study investigating BioSils impact on nail health was presented at 93 Annual Italian Dermatology Society Congress in May 2018, Passwater explains. A group of dermatology researchers from the University ofBolognaMedical conducted astudyon women (average age 59.2 years old, range 52-65) who had rough, brittlenails. 70% of the women also hadverticalnailridges and 30% also had problems with splitting of thenailplate. In this 6-monthstudy, 100% of the women taking two ch-OSA capsules per day reduced the roughness and brittleness of theirnails and 83% reduced the vertical ridges. The researchers felt all of the women taking ch-OSA improved the quality of theirnails; determining 44% completely improved and 56% much improved.

Of course, this is just a small selection of the many beneficial nutrients that could be discussed here. For more coverage on the topic, search nutricosmetics on http://www.WholeFoodsMagazine.com.

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Skin Health from the Inside Out - WholeFoods Magazine