The supplement market is becoming increasingly bespoke, with consumers demanding products tailored to their skincare needs. Melanie Macleod investigates the latest launches and the concerns they address

Gone are the days of mindlessly popping a generic “hair, skin and nails” supplement into your shopping basket and hoping for the best. Consumers are now more switched on than ever when it comes to supplements; rather than a one-size-fits-all approach, they’re looking for their nutritional products to address specific skin concerns.

“The rise of the ‘skintellectual’ consumer heightened popularity for technical, topical skincare during the 2010s and this thirst has now extended to supplements,” says Lorraine Perretta, head of nutrition at Advanced Nutrition Programme. Consumers are particularly looking for supplements that address the impacts of pollution and ageing on the skin, according to supplement brand Thalgo.

In the same way you tailor facial treatments to each individual client, supplements should also be a bespoke recommendation. “Supplements should be included as an integral part of a tailormade skincare regime for your client, and not tagged on as an afterthought,” says Perretta. “Consultations are key. Beauty professionals are best placed to analyse their clients’ skin and recommend the appropriate beauty supplement product. It’s essential to make sure that the supplement brand you stock offers high-quality training so that your therapists can talk confidently about the benefits.”

Not only do supplements need to be selected to complement the treatment you’re offering, they also need to fit in with your clients’ lifestyle choices – for example, you might look to stock vegan supplements, or ones housed in eco-packaging. “The focus on ‘clean label’ for supplements, with an eye on sustainability and clean ingredients, will become increasingly important for consumers,” says Perretta.

“A shift towards ‘clean supplement’ is already happening, similar to ‘clean beauty’,” agrees Secil Fuller, brand and innovation manager for collagen supplement Proto-col. “The discerning consumer wants to know how ethical and sustainable their product is.”

Vincent Note, owner of nutritional drink brand Collagen Lift Paris, also tips this as a key trend, adding, “Consumers are looking for cleaner products, free from gluten, dairy, sugar, GMOs, phthalates and parabens.”

Once you’ve analysed the supplement best suited to your client base, it’s important to work it seamlessly into your offering. “We recommend integrating supplements into facials and body treatments,” says Thalgo’s marketing manager Judith Emslie.

“Many of our treatments include a shot at the beginning or end of a treatment. This not only enhances the results and the experience for the customer but gives the beauty professional a perfect retail opportunity and also increases loyalty. If the customer is happy, they are more likely to come back.”

We take a closer look at four of the latest launches in bespoke supplements.

BEST FOR: SKIN EXPOSED TO POLLUTION

Advanced Nutrition Programme Skin Moisture Lock

These soft gel capsules combine hyaluronic acid and ceramides to create supplements that lock in moisture for a plump, smooth complexion. Pollution can negatively impact ceramide levels and as a result the moisture barrier can become compromised, leading to thinning skin, dryness and roughness. The ceramides included in this formulation help to seal in moisture at the epidermal layer of the skin and support its natural barrier.

Recommend to: clients booking in for hydrating, anti-pollution facials.

Trade £35 for 60 capsules. RRP: £70

020 8450 2020 (IIAA)

iiaa.eu

BEST FOR: SUN-DAMAGED SKIN

Collagen Lift Paris Luminous Gold

On a surface level, this was formulated to deliver a luminous, glowing complexion by preventing dark spots and reducing pigmentation. On a deeper level, golden fern extract provides photoprotection against the free-radical damage from UVA and UVB light. The ingredients have been proven to increase skin elasticity and moisture.

Recommend to: sun-loving clients.

Trade: €50 for 28-day supply. RRP: €145

+33 664 818 214

fr.collagenliftparis.com

BEST FOR: WOUND HEALING

Proto-col Collagen Cordial Dark Berry

Collagen is best-known for aiding skin hydration and elasticity but is also great for improving wound healing – the founder James Greenwell actually created the brand following a sports injury after he found collagen was instrumental to his recovery. This dilutable collagen cordial with natural berry flavouring is great for clients who struggle to swallow tablets, creating an easy way to add supplements into their routine.

Recommend to: clients who are new to supplements.

Trade: £29.97 for 30-day supply.

RRP: £59.95

0333 000 7788

proto-col.com

BEST FOR: CELLULITE, BREAKOUTS OR PIGMENTATION

Skinade Targeted Solutions

Skinade has responded to the demand for supplements that addressed specific concerns with Targeted Solutions, three drinkable supplements. The Cellulite blend helps detoxify the skin from the inside while improving its structure thanks to collagen peptides, MSM, milk thistle extract and bromelain; Clear is designed to combat causes of breakouts, from excess oil to inflammation, with a two-step capsule and pineapple-flavoured drinkable solution containing nutrients including magnesium, vitamin C and omega 3; and Derma Defense offers a boost of vitamins A and D to protect against pigmentation and help build the skin’s tolerance to topical retinol.

Recommend to: clients on body-shaping or skin clearing treatment programmes.

Trade price on application.

RRPs: from £50–£115.50

for 30-day supply

08451 300205

skinade.com