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Nutricosmetics Trend Report 2024 - Abstract

Nutricosmetics Trend Report 2024 - Abstract thumbnail
Deeto, Innour and The April Lab, all new additions for this year.

Nutricosmetics Trend Report 2024

I’m excited to share the abstract of my now released Nutricosmetics Trend Report 2024. This report is sponsored by TOSLA Nutricosmetics and you can attend their virtual event Sustainable Beauty Inside Out on November 9th, register on their website today!

Photos from Tosla Nutricosmetics' facilities.
From Tosla Nutricosmetics' facilities.


Nutricosmetics, an amalgamation of “Nutrition” and “Cosmetics”, is a rapidly growing category that includes ingestible supplements that aim to give cosmetic benefits, like improvements to hair, skin, or nails. This report provides a multi-faceted analysis of the evolving trends within the global nutricosmetics industry. The report analyses 634 Nutricosmetics Brands from across the globe to surface insights on current trends and map the competitive landscape.

Photos of products from Moon Juice and Two Islands
Moon Juice and Two Islands

Objectives and Scope

The report aims to analyze trends in visual branding, sustainability, flavor offerings, pricing categories, and social media trends. Data for this comprehensive study is collated from various public sources. It has a global reach, incorporating data from brands worldwide, targeting a broad audience that includes not just nutricosmetics brands but also investors and other stakeholders.

Photos of products from The Collagen Co and Dose & Co
The Collagen Co and Dose & Co

Sustainability Practices

Sustainability in packaging is increasingly critical in consumer choice and overall market trends, corroborated by multiple studies cited. A significant 77% of consumers find plastic to be environmentally irresponsible, advocating for greener alternatives. Brands that prioritize plastic-free packaging hold a distinct edge, with 30% of the 2K products analyzed for this report using plastic free packaging. Unfortunately, U.S. brands underperform globally in this metric. Furthermore, consumer willingness to pay a 24% premium for sustainable products indicates a clear business case for sustainable practices. Brands from Canada, Germany, India, and Australia outperform in sustainability measures.

Photos of products from Prose and April and their plastic free refills.
Prose and April


In line with sustainability, the report examines refill practices, noting its suitability for the nutricosmetics industry, particularly with the wide adoption of subscription models. Brands like April, Lumity, and Prose stand out for their use of plastic free paper pouches as packaging for their refills. While paper pouches exist as an option, their adoption rate is still low, mainly due to moisture concerns. However, plastic pouches, though not ideal, offer a reduced-plastic alternative.

Photos of products from Alani Nu, Caliray and Dear Face
Alani Nu, Caliray and Dear Face

Flavor Trends

Our survey of 1,000 nutricosmetic products indicates a preference for berry and fruit flavors in most categories. In gummies, the flavor options tend to be focused on berry, fruit, or citrus. Most brands do not offer different flavor options for the same products, meaning that to get different flavor options for products with the same benefits consumers need to look at different brands.

In liquid supplements, the trend of berry, fruit, and citrus flavors persists, supplemented by more subtle floral and herbal flavors, often determined by botanical ingredients.

Top 10 Nutricosmetics Flavors: Berry, Strawberry, Vanilla Chocolate, Lemon, Raspberry, Orange, Mango, Blueberry, Peach. The most commonly available flavors for supplement products from nutricosmetics brands, based on the flavors of 1000 products on the market. Including gummies, powders, liquids and more.

The powder category stands apart, where flavors like vanilla and chocolate are more commonly found. Fun flavors such as 'Birthday Cake' also appear to be gaining traction. Powder products often come with a range of flavors for the same supplement, which provides consumers with a broader range of options.

Top 12 Nutricosmetics Packaging Colors: white, peach, beige, medium pink, orange, black, pale pink, dark brown, warm lavender, hot pink, muted rose pink and marzipan green.  The main packaging colors used by the most Nutricosmetics Brands. The data is based on 2000 products from 634 Nutricosmetics Brands currently available on the global market. From top left to right, the colors are ordered from most used.

Color Trends

Above you can see the most widely used color shades for Nutricosmetics. Instead of looking only at how many products use certain color shades these are the shades used as the main packaging color by most brands.

Example Logos. Sans serif font, normal to bold weight, monoline and upper case.

Primary Logo Trend

The dominant primary logo design trend continues to be the clean sans serif font, in monoline normal to bold weight set in upper-case letters. This is also the primary logo trend for cosmetics in general.

Logo Examples of Contrasting Logo Trend. Serif font, bold, lower case and high contrast line weight.

Contrasting Logo Trend

When there are dominant trends there will always be counter trends emerging to stand out from the crowd. The current logo design counter trend is modern serif fonts, with very bold lower-case letter with highly contrasting line weight variation.

Examples of monochrome nutricosmetics packaging


By far the most popular style is monochrome packaging with white or black text. This is also the most popular style for cosmetics packaging overall.

Examples of nutricosmetics products with contrasting colors.

Contrasting Colors

Using bright contrasting colors makes these products pop and stand out. You can see examples of brands using just two contrasting colors for a clean and modern look or multiple colors for a fun and playful style.

Brand Types

Several emerging brand types such as 'Millennial Minimalist,' 'Pop Play,' 'Selfcare & Chill,' and 'Friendly Fun' are analyzed for their market traction, aesthetic choices, and sustainability practices. Millennial Minimalist brands, for instance, show the highest usage of plastic-free packaging, while Friendly Fun brands lag behind in sustainability measures. These brands types also have their parallel within cosmetics.

Millennial Minimalist brand type moodboard

Millennial Minimalist

The Millennial Minimalist brand type, defined by soft pastel colors and minimalist design, has continued gaining traction within the Nutricosmetics sector over the past year. The majority of brands in this category specialize in powder products like collagen and protein powders. This brand type is performing surprisingly well when it comes to sustainability, with 57% of products having plastic free packaging.

Selfcare & Chill brand type moodboard

Selfcare & Chill

The Selfcare & Chill brand type, centered on self-care and inclusivity, is expanding its presence in the Nutricosmetics sector. The brands in this category focus on making every day routines easier or more fun, which you can see embodied by the colorful and bold design style. Notably, these nutricosmetics brands are outperforming their beauty brand counterparts in sustainability: 43% of products use plastic-free packaging, compared to just 5% for the beauty brands.

Pop Play brand type moodboard

Pop Play

The Pop Play brand type, emblematic of Gen Z sensibilities with its bright, contrasting colors and bold typography, continues to experience steady growth, a trend also noted in last year's report. Predominantly featuring Capsules and Gummies, some brands in this category are also venturing into innovative formats like chews and strips. With a focus on inclusivity, these brands aim to make wellness fun and accessible for all.

Friendly Fun brand type moodboard

Friendly Fun

The Friendly Fun brand type, characterized by cute pastel colors, has seen remarkable growth over the past year, more than doubling its presence. The majority of brands focus on Gummies, a product format that is both cost-effective and popular with its younger target audience. However, this brand type lags in sustainability, with nearly 90% of products using plastic packaging, the worst among all brand types. This reveals a significant market gap, considering Gen Z's strong interest in sustainability.

Thank you for reading and be sure to check out the full report! //Jennifer Carlsson


Portrait photo of Jennifer Carlsson, short neon green hair and rainbow colored eye makeup
Jennifer Carlsson
The Beauty Brand Expert

I'm Jennifer Carlsson, a 30 year old strategy consultant, competitive market researcher, data analyst and designer from Stockholm, Sweden. I know more about more beauty brands than anyone else and I'm an expert in what it takes for beauty brands to succeed.
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