Fears of contracting COVID-19 have consumers focused on their health.

The global pandemic has changed European attitudes toward beauty vitamins and supplements. Now, more consumers actively look to improve their health and treat their bodies better through diet, exercise and relaxation. The shift opens the market to new entrants, many serving up beauty supplements based on natural herbal and proven beauty ingredients.

Europeans are keen purchasers of vitamins and supplements, according to GlobalData. Eighty percent of Europeans say they regularly buy vitamins and supplements, and 15% opt for premium versions. A further 7% say they purchase large amounts, suggesting that they incorporate them into their daily routine. Alice Popple, consumer analyst, GlobalData, argues that because of Europe’s broad potential consumer base, brands must understand what motivates these consumers to purchase. Currently, the most important reasons consumers purchase such products are for health and wellbeing (30%), need satisfaction (23%) and brand familiarity (22%).

Consumers who are willing to experiment with new types of beauty supplements are, therefore, likely to choose brands they consider to be reputable and trustworthy. Boots is one of the leading UK retailers for beauty supplements and Vitabiotics, Imedeen and Gold Collagen are best sellers, along with its own range of products bearing the Boots logo. Smaller beauty supplement brands face strong competition from the leading players that have an established consumer base and reputation.

“Particularly with ingestible products, consumers will seek established and reputable products, which might be an initial barrier to smaller new market entrants,” comments Popple.

New Product Developments

However, there are many beauty supplement brands and products launching in Europe, that are piquing the interest of consumers. For example, The Nue Co. Skin Hydrator (UK), is an innovative launch that focuses on the benefits of collagen and aloe vera to help maintain a healthy complexion through hydration and aiding smoother, firmer and overall better skin.

“This product highlights the benefits of natural ingredients in this category with a simplistic ingredients list to target consumers who require transparency for brand trust,” states Popple.

Meanwhile, Joyday Probiotic Herbal Nutricosmetic Supplement (Poland) features a blend of active ingredients to maintain skin, hair and nails. The formula is said to have a positive effect on microbiological balance, providing all-round support in a single supplement.

Sarah Chapman is a leading UK skin specialist who leveraged her premium Skinesis skin care brand with the launch of Overnight Facial Supplement. The supplements are formulated to work overnight to help rejuvenate skin from the inside out and encourage a good night’s sleep. Among the 23 micronutrients used are sea buckthorn and hyaluronic acid to plump and hydrate, and lavender, hops, vitamin B6 and magnesium to help aid relaxation, promote quality sleep and reduce fatigue.

Vitamin Kitchen is the brainchild of Jo Chidley, founder of sustainable and natural beauty brand, Beauty Kitchen, which she considers to be the next natural progression into categories outside of personal care, including wellness.

“It made sense to incorporate this idea into Vitamin Kitchen as an extension to our personal care ranges to provide a product that supports nourishment from within,” she explained.

Made with scientifically-proven, high quality plant-based ingredients, Vitamin Kitchen consists of three variants in gummy format: Hair Skin & Nails, Immunity Muscle & Bone and Health & Vitality. The gummies do not contain GMO or animal-derived ingredients, making them suitable to supplement vegan diets.

Vitamin Kitchen gummies are packaged in fully recyclable FSC-certified Kraft paper, breathable and plastic free, heat-sealed pouches, said to be a first in the category. Chidley said she is on a mission to revolutionize the “plastic-driven UK vitamin market.”

“Our adventure into the vitamins market stems from the fact that it is currently saturated with single-use packaging,” she explains. “By designing packaging to be circular and waste zero from the very beginning, we are making it simple for everyone to reduce their plastic use daily.”

Beauty Kitchen is currently the highest scoring B Corp in the UK beauty industry. Chidley said her company is the first B Corp certified UK business to launch a range of vitamins.

Supplement Leaders

Across the European region, GlobalData highlights the following brands that are leading the beauty supplements category:

Beauty Pie supplements are aimed at young consumers who require reliable and trustworthy supplements that are transparent and have simple ingredient lists. The online subscription-based brand succeeds through its exposure via social media and partnerships with leading influencers, as well as by offering vegan products.
BetterYou takes a scientific approach to beauty supplements. It claims to be the first to develop nutritional oral sprays while taking part in clinical studies to emphasize and improve product functionality. The brand specializes in the supplementation of nutrients, such as magnesium, that have become underrepresented or omitted due to modern diet and lifestyles.
Votary’s range of beauty supplements are tailored to specific consumer needs. Names such as Super Sleep and Super Glow give consumers a precise reason to buy. The brand succeeds through reviews and a strong social media presence.
BodyBiotics (Kiki Health) takes a premium health stance on beauty supplements. It emphasizes that its products are “GMO-, toxin- and chemical-free.” By stressing the benefits of natural ingredients, such as spirulina, pure marine collagen and hemp protein, BodyBiotics targets health and sustainability-conscious consumers.

GlobalData’s Popple is certain that the European beauty supplements category has room to grow and innovate.

“There will be increased media influence to generate exposure and awareness through videos, images, blogs and podcasts,” she predicts.

New natural approaches will provide product opportunities as brands discover how herbal ingredients can be combined successfully with proven beauty ingredients.

“The focus on plant-based should be stressed; for example, the movement into vegan collagen,” Popple points out.

Furthermore, aligning consumer needs with lifestyles will create new opportunities for beauty supplement brands, such as products to be used overnight or as a morning tea drink.