Messaging is no longer anti-aging but rather age-agnostic, focusing on skin, hair and nail health at any age and the importance of a holistic supplement routine to support outer beauty as a reflection of the pursuit of healthspan.
Collagen, hyaluronic acid, biotin, ceramides, vitamin C and astaxanthin continue to dominate the latest beauty-from-within formulas arriving to market, but longevity-leaning ingredients including nicotinamide riboside, resveratrol, quercetin, novel botanical extracts and probiotics are emerging as tools to target the internal triggers that strengthen the foundation from within.
Below a look at some of the more recent cellular-first launches in the space.
Martha Stewart’s Inner Dose
Elm Biosciences—co-created by Martha Stewart and dermatologist Dr. Dhaval Bhanusali after five years of development—launched with an Inner Dose daily skin supplement and an A3O Elemental Serum in September.
“Elm was created to solve a clear problem: the science has evolved, but most skincare hasn’t,” Dr. Bhanusali said in release following launch. “Our goal is to bring novel molecules and complexes to skincare that reset the expectations we have for what products can do. While Martha has always led in ‘farm to table’, Elm is our answer to ‘lab to consumer’.”
The Inner Dose formula includes Polypodium leucotomos (280 mg), organic turmeric (500 mg), vitamin D3 (2500 IU), astaxanthin (6 mg) and Holy Basil (250 mg) to address “the internal triggers of aging like inflammation, oxidative stress and hormonal imbalance, strengthening the skin’s foundation from within.”
Lemme x Kylie Cosmetics Skin Glaze Gummies
Lemme x Kylie Cosmetics launched Skin Glaze Gummies launched into Ulta Beauty Feb. 1 nationwide—a collaboration between sisters Kourtney Kardashian and Kylie Jenner.
The limited-edition pomegranate-flavored gummies are formulated with YŪTH spermidine from Compound solutions, pro-retinol and pro-collagen vitamins, along with a superfruit complex to support skin barrier health, normal cell turnover and the skin’s natural immune defense. They also promote hair shine and nail growth for a true beauty-from-within glow.
H&H Group’s glam bites and cellular beauty
Hong Kong-based Health & Happiness (H&H) Group zeroed in on cellular health last year with the launch of Cellular Beauty Range in Australia. The range—which launched exclusively in Chemist Warehouse under its Swisse Nutra brand—includes Cellular Skin Hydration and Cellular Hair Growth formulas for men and women, among other cellular-focused products for energy, metabolism, joint mobility and cognition. Ingredients include Quercefit, Lute-gen, pumpkin seed oil, Ceramosides, Berbevis and UC-II Type II Collagen.
For the new year, Swisse also expanded its portfolio with the addition of its beauty-from-within Glam Bites no-sugar gummies. The collection includes Swisse Beauty Glow Skin (hyaluronic acid, vitamins C and E, sea moss, hydrolyzed marine collagen peptides), Hair Skin Nails (biotin, zinc, bamboo extract) and Skin Defense (astaxanthin, L-glutathione, green tea extract) Glam Bites.
H&H Group introduced a second beauty-from-within line under the acquired brand Aurelia London (formerly Aurelia Probiotic Skincare), pivoting the brand towards cellular vitality. The range, powered by the Eternacell complex (ergothioneine, trans-resveratrol, niacinamide and zinc) features six targeted products: Hair Perfection, Skin Perfection, 3-in-1 Perfection, Hair Revive, Collagen Revive and Absolute Beauty.
“Backed by our proven global success in supplements—including Swisse, which generates approximately $1 billion in net sales—we are now focused on scaling Aurelia to lead the beauty-from-within category,” said Akash Bedi, CEO of Europe, North America, India and the Middle East at H&H Group. “This launch is a testament to our ambition: to shape the future of beauty through science, innovation and purpose.”
Hong Kong-headquartered Health & Happiness (H&H) Group continues its aggressive expansion of its beauty-from-within product lines. (NutraIngredients coverage)Niagen Bioscience Tru Niagen Beauty
Niagen Bioscience launched Tru Niagen Beauty as a “cellular-first formula designed to support skin elasticity and the appearance of hair, skin and nails.”
“Niagen has changed how the world thinks about cellular health,” said Rob Fried, CEO of Niagen Bioscience. “Our customers do not want trends; they want proof. Tru Niagen Beauty builds on years of trust in Tru Niagen, delivering a daily, stackable product to care for skin, hair, and nails at the cellular level.”
One capsule of Tru Niagen Beauty contains 100 mg of Niagen (nicotinamide riboside), astaxanthin (4 mg), hyaluronic acid (120 mg), grape seed extract (100 mg), biotin (5 mg) and vitamin E (30 mg) to help protect against oxidative stress and support the skin’s natural resilience.
“Healthy, resilient skin starts below the surface,” said dermatologist and Niagen Biosciences advisor Tiffany Libby, MD. “Tru Niagen Beauty represents a new chapter in NAD+ skincare science—supporting the cellular foundation for healthy, radiant skin.”
Oriflame’s Wellosophy
Swedish-founded multinational beauty and personal care social selling company Oriflame launched a Wellosophy Beauty Collagen Complex for healthy skin, hair and nails. The raspberry-flavored powder supplement contains Gelita’s Verisol collagen peptides, as well as hyaluronic acid, vitamin C and zinc.
“With Beauty Collagen Complex, we wanted to create a product that fits naturally into the moments people already enjoy,” said Veronica Ek, global marketing manager at Wellness at Oriflame, “It’s a modern beauty essential designed to help nourish skin from within and support a radiant, healthy-looking glow.”
Skin Integrated 28 Biome Powder
Following seven years of R&D, Advanced Nutrition Programme’s Skin Integrate 28 Biome Powder decided on a formula of 28 ingredients to target the gut-skin axis. The formula—” for happy skin and a happy gut”—combines prebiotics, probiotics and postbiotics and is supported by clinical research showing a 100% improvement in hydration and a 70% reduction in redness.
Other ingredients include glutamic acid, aspartic acid and glycine to support collagen formation, provide antioxidants and encourage wound healing, vitamin C to contribute to normal collagen formation and combat oxidative stress, and zinc to help maintain normal skin, bones and hair and support the metabolism of vitamin A, along with a long list of fruit and vegetable extracts.
Advanced Nutrition Programme invested seven years in R&D before launching its Skin Integrated 28 Biome Powder targeting the gut-skin axis. (NutraIngredients coverage)Loustra Vital Tonic
Loustra is a new startup marketing “colostrum-fueled renewal at the cellular level” by blending grass-fed bovine colostrum and aronia berry for immunity, gut health, energy and skin vitality for people who “travel often, train regularly and need steady energy through the day.”
The company also prioritizes ethical sourcing, following a calf-first principle, which ensures that calves are always fed first with the colostrum they need, only surplus colostrum is collected for supplements, farming practices prioritize animal welfare and sustainability.
Solgar Advanced Collagen Builder
Solgar introduced a new Advanced Collagen Builder formulted with Ovoderm eggshell membrane from Spanish-supplier Eggnovo, Ester-C and silica, designed to help the body build its own collagen in support of skin firmness and joint health.
Ritual’s HyaCera
Ritual entered the skincare category with HyaCera, a combination of low-molecular-weight hyaluronic acid (Hyabest from Kewpie Corporation) and phytoceramosides (Ceratiq from PLT Health Solutions). The once-daily vanilla-essence capsule was tested in a randomized, placebo-controlled trial involving 63 men and women, showing reductions in crow’s feet wrinkles and improved facial skin smoothness after 90 days of daily use.
Commenting on the trends that will define beauty-from-within in 2026, Kat Schneider, founder and CEO of Ritual said: “We’re now in the ‘prove it’ era of wellness and customers are asking for more proof from brands in how they know their products work and are safe. We’ve been building the proof points through our traceable science and sourcing, showcasing the clinical rigor and ingredient traceability.”
Ritual’s Hyacera combines branded ingredients Hyabest hyaluronic acid and Ceratiq phytoceramides. (NutraIngredients coverage)Adapt Naturals Inner Radiance Hair Skin and Nails
Adapt Naturals combined six ingredients in its Inner Radiance formula to address dry, dull and aging skin, thinning hair, brittle nails, uneven tone and texture, and faded glow. These include hyaluronic acid, ceramides, biotin, eggshell membrane collagen, lutein, zeaxanthin and vitamin C to “rebuild natural radiance at the cellular level.”
“This isn’t a patch or a powder or a ‘miracle’ cream,” the company posted on social media ahead of the August launch. “It’s a complete beauty nutrition solution—one that works with your biology to restore the glow that stress, aging and nutrient gaps have dimmed.”
Nutrafol’s Men 50+
Nutrafol’s Men 50+ is the company’s first launch in the men’s supplement category in a decade. The life-stage-specific formula includes saw palmetto, spermidine, Moldavian dragonhead and a blend of standardized probiotics, antioxidants and vitamins.
“Nutrafol Men 50+ is a natural extension of our long-standing approach to life stage specific hair health,” said Kim Biedermann, chief R&D officer at Nutrafol. “We’ve always known hair health isn’t one-size-fits-all and for men specifically, the data has told us what your hair needs in your 20s is very different from what it needs in your 50s.”
While androgen modulation remains part of the formulation strategy, Biedermann added that the emphasis has shifted toward structural support and cellular health—recognizing that men’s root causes for hair loss change as they mature.
A growing body of research suggests that the drivers of hair thinning change over time and that while androgens like DHT still play a role after 50, they are no longer the sole or primary factor. (NutraIngredients coverage)Vivorum beauty sleep and cellular repair
Swiss longevity start-up Vivorum debuted Cellular Renewal in Europe—a product designed to tackle the biological processes of aging and built on an understanding that sleep is the foundation of mental well-being and physical regeneration.
The formula combines nicotinamide riboside to activate NAD+ for cellular renewal, pterostilbene as a cellular defender and antioxiant optimizer and Affron (Pharmactive) saffron extract for calm and sleep reset, Sensoril (Natreon) ashwagandha as stress regulator and cellular longevity enhancer, Levagen+ (Gencor) Pea as endocannabinoid activator for healthy stress response and inflammation control.
BeMe Wellness Tear-and-Go Sachets
Be Me Wellness developed a line of liquid supplements, promoting on-the-go convenience coupled with efficient absorption with targeted formulas using Gelita’s hydrolized collagen peptides for improved hair, skin, nails, joints and overall wellness. The hair, skin and nails pouch includes Verisol, along with CoQ10 and vitamins C and E to provide an “antioxidant shield.”
“Taking care of your body should be simple and convenient,” said Martin Berry, founder of BeMe Wellness in a release. “We’ve created a line of products that allows you to prioritize your wellness without the hassle. Our liquid sachets make it easy to support your beauty, performance and wellness goals anytime, anywhere.”
Dose & Co Beauty is Cellular range
Dose & Co launched a beauty-from-within supplement suite in the UK featuring branded-ingredients to support complexion, anti-aging and hair health.
Products include Radiant Complexion (targeting skin luminosity and imperfections with a blend including SkinAx2 from Activ’Inside and vitamins), Advanced Age Defy (for mature skin support using AstaReal’s astaxanthin, CoQ10, vitamins, selenium and zinc) and Hair Support (with Mibelle Biochemistry’s AnaGain pea sprout extract to strengthen hair and improve scalp health).
“This range was designed to bring clinically studied change to a desired area,” said Jennifer Mo, a nutritional formulations expert, who created the products alongside Dose & Co’s Head of Brands, Rosie Jenkins. “Where I see topicals as a reactionary tool, ingestible cosmeceuticals are nourishing the cause.”
The company is planning to add three new products to the range this year and expand to other markets.
Dose & Co launched its Beauty is Cellular range in the UK in August 2025 featuring Radiant Complexion, Advanced Age Defy and Hair support formulas. (NutraIngredients coverage)Sakara Life Beauty Biome
Sakara Life is targeting the gut-skin axis with Beauty Biome. It features six targeted probiotic strains and FutureCeutical’s collagen-builder, superfood formula Dermaval—a blend of pomegranate extract, asparagus, okra, Coffeeberry extract, quercetin, acerola cherry, açai berry, mangosteen and camu camu.
The once-daily supplement addresses the causes of redness, dullness and breakouts while promoting hydration, skin barrier resilience and clarity.
“Modern living exposes us to a constant stream of environmental and dietary toxins—polluted air, processed foods, and chemical-laden products—that quietly undermine gut health and disrupt the gut-skin axis,” the company advertises. “Enter Beauty Biome, designed to support the structural foundation of your skin. Everything you need is here: probiotic strains selected for optimal skin benefits, essential vitamins, and collagen-preserving polyphenols.”
Vital Nutrients Hair Growth Complex for Women
To address female hair loss, Vital Nutrients’ Hair Growth Complex for Women targeting the biological drivers behind thinning hair.
The formula combines hops extract for hormonal changes, ashwagandha for stress, astaxanthin to extend the growth phase, collagen and keratin for strength and essential vitamins and minerals for overall hair health.
“Our approach begins with the needs of both practitioners and patients,” said Meagan Purdy, naturopathic doctor and Vital Nutrients brand manager, in a release. “This formula was developed to provide a comprehensive, science-backed natural option that supports women’s hair health in a practical way, with just two capsules per day.”
Clearstem stears clear of biotin
Acne brand Clearstem introduced a Hair Skin Nails Biotin-Free Beauty supplement with a Y2K-Themed “Break Up with Biotin” campaign featuring influencer Audrey Trullinger as the host of the Hot Girls Get Breakouts Hotline.
Instead of formulating with biotin—which the company states can trigger breakouts in acne-prone people and create deeper cysts and scarring—the product emboldens a blend of MSM sulfur (OptiMSM from Balchem) for collagen support, bamboo silica for shine and folate for hair and nail strength.
