Gorgeous Inside and Out: The Science of Healthy Beauty

Over the past decade or so, an emerging concept of beauty is ‘healthy beauty’. Healthy beauty associates physical beauty with clinical health parameters, establishing a strong correlation between well-being and physical beauty. Flawless skin, for example, could be achieved not simply by concealing scars and spots but through improving gut health, an important determinant of how skin looks. Hair quality and density could be improved, not simply by topical preparations viz. shampoos, conditioners, serums, but through consumption of recommended quantity of nutrients e.g. biotin, iron, zinc etc. The concept of inner beauty has taken an altogether different turn, that of science, evidence and long-term well-being.

These evolving consumer needs are bringing about some shifts in the way beauty and personal care companies are developing their portfolios. There is a rise in the number of D2C brands that offer the promise of science and evidence for healthy beauty. Oziva, India’s leading nutrition and beauty brand (now owned by HUL), boasts a revenue of over Rs 100 crores in a span of just six years. The Good Bug, a company focused on products for improving gut health has a range for healthy hair, skin and nails and another for weight loss. Founded in 2022, the company aims to clock a revenue of Rs 250 crores in the next three years.

Another trend in beauty products and cosmetics is the inclusion of active botanicals with science-backed evidence for efficacy. Consumers are no longer satisfied with ‘natural’ alone. They seek the evidence behind claims. The rise of hero ingredients viz hyaluronic acid, collagen, niacinamide, peptides etc are gaining tremendous popularity among users and marketers.

Healthy beauty as a trend is here to stay. Its manifestations will only grow, from supplements and hero ingredients to other evolving beauty trends viz reverse ageing, genetic engineering, and aesthetics. Beauty may no longer lie in the eyes of the beholder. It may well be in the hands of the evidence dossier holder!

Written by Gauri Pathak

Country Service Line Leader - HEC