Today, the growing interest in the “beauty-from-within” category reflects consumers’ desire to support glowing skin, stronger hair and overall vitality through what they eat, not just what they apply according to recent Spate research.
Food as beauty: A growing opportunity
Think beyond powders and capsules but rather beverages, snacks and even ready-to-eat meals are beginning to position themselves as part of a beauty-enhancing diet.
Ingredients gaining traction include those that promote skin elasticity and hydration, hair strength and shine, alongside anti-inflammatory and antioxidant benefits.
Some companies already are bridging the gap between functional foods and beauty claims:
- Collagen-boosted beverages: Coffee creamers, sparkling waters and ready-to-drink elixirs include DIRTY LEMON Collagen Beauty Drink, Bella All Natural Collagen Iced Coffee and Asahi Perfect Asta Collagen Drink.
- Plant-based antioxidant foods: Smoothie mixes, functional snacks and fortified chocolate or nut bars leveraging resveratrol include The Longevity Suite and WineTime Bar.
Behind the buzzword ingredients
Three functional ingredients are emerging as power players in the food-based beauty category based on Spate reporting:
1. Collagen remains the cornerstone of the beauty-from-within movement. Spate reports a +15.4% year-over-year (YoY) combined growth in searches across TikTok, Google and Instagram, with TikTok leading the charge at +42.2% YoY. Conversations often highlight its benefits for skin elasticity, hair strength and joint health. While traditionally supplement-focused, collagen’s popularity signals a promising avenue for food products from fortified beverages to protein bars that allow consumers to incorporate it seamlessly into daily routines.
2. Resveratrol is a plant-based antioxidant gaining rapid traction, with +148.4% YoY growth in searches and projected continued growth of +24.0% YoY. Resveratrol appeals to consumers seeking non-animal-derived options and aligns well with clean-label, plant-forward food trends. Social media, especially TikTok, is driving interest, often linking resveratrol to anti-aging and skincare-focused routines, making it a prime candidate for functional foods like infused drinks, snacks or beauty-centric smoothies.
3. Astaxanthin is less well known but on a fast upward trajectory (+36.4% combined growth YoY, forecasted +39.2% YoY). Its anti-inflammatory and antioxidant properties are catching the eye of content creators, particularly on TikTok (+409% YoY) and Instagram (>1,000% YoY). This presents a compelling opportunity for brands to introduce novel, visually appealing foods and beverages that highlight this “super antioxidant” for skin health.
The takeaway
The intersection of nutrition and beauty is no longer niche, it’s a growing frontier for food brands willing to innovate.
Functional ingredients like collagen, resveratrol and astaxanthin offer clear consumer resonance and proven social media traction. By embedding these ingredients into convenient, everyday foods, brands can meet consumers where they are: seeking beauty and wellness in what they eat, not just what they apply.
