These Are the 5 Beauty Nutrition Trends Transforming the U.S. Market

The $1.3B beauty supplement market in the United States continues to rise, expanding by nearly 22% between 2024 and 2025, as consumers increasingly link beauty with overall health and preventative care, according to Kline + Company’s recent analysis. The “beauty-from-within” mindset is accelerating demand for supplements that support skin, hair, and nail health, with collagen, hyaluronic acid, and peptide-rich formulations, especially those backed by clinical evidence playing a key role in building trust and driving repeat purchases.

Market consolidation remains strong, with leading players such as Nutrafol holding more than half of the total category share. From a channel perspective, e-commerce continues to dominate the distribution landscape as convenience, subscription models, and digital education reshape consumers’ buying habits. Brands such as Nutrafol, Hims & Hers, and The Vitamin Shoppe are increasingly leveraging telehealth services to expand their reach and provide more comprehensive care options.

Let’s take a look at the five key trends shaping demand in the U.S. beauty nutrition market today:

1. Rising demand for vegan beauty supplements

Vegan and plant-based beauty supplements are rapidly expanding across the skin, hair, and general wellness categories. This growth is fueled by rising health consciousness and a preventive approach to wellness, as consumers seek nutrient-dense options that may help reduce the risks of lifestyle-related conditions, such as obesity, cardiovascular disease, and diabetes. Several leading brands—including Garden of Life, Mary Ruth’s, and Ritual—now offer vegan wellness products in various formats to meet this demand.

2. Expansion into topical care

Beauty supplement brands are extending beyond ingestibles, launching complementary topicals including serums, scalp care, and lotions to deliver holistic “inside-out and outside-in” solutions. This cross-category strategy strengthens brand stickiness and drives regimen-based purchasing. For instance, Olly introduced the “Mood+Skin” line in 2025, featuring lotions, body washes, and serums, to further its mission of promoting whole-person wellness by addressing both internal and external self-care needs.

3. Growing momentum in men’s wellness

Men are increasingly incorporating beauty supplements into their self-care routines, especially products targeting stress, hair strength, skin health, and overall vitality. Brands such as Nutrafol, Viviscal, Garden of Life, GNC, Hims, and Bosley are leading this shift, capturing a fast-growing consumer base.

4. Science-driven beauty supplement formulations

Clinical validation has become a key differentiator. Brands that adopt a science-backed approach targeting specific biological mechanisms, including reducing inflammation, balancing hormones, enhancing collagen synthesis, and supporting scalp health stand out in a crowded market. For instance, Nutrafol utilizes botanicals such as saw palmetto and ashwagandha, supported by published clinical studies demonstrating their effectiveness in reducing hair thinning and promoting healthy growth.

5. Strong growth of non-pill beauty supplement formats

Alternative delivery formats continue to gain share. Gummies, powders, and liquids appeal to consumers seeking convenience and enjoyable consumption, with gummies alone representing of the market, driven by high compliance and flavor-led adoption.