Nutrition

Proteinmaxxing 101

Protein’s popularity has never been higher, but what does this mean for beauty professionals navigating client queries? India Hurford-Jones investigates

Protein intake amongst UK consumers has increased by over 20% over the last decade, even exceeding recommended levels, according to researchers from the British Journal of Nutrition.

In 2026, 80% of global consumers pay attention to protein in their diet, whilst 41% of consumers of all ages recognise the link between protein and health goals, says market insight firm Innova.

From social media and supermarket shelves, to skincare and longevity discourse, the world is seemingly rife with different ways to maximise protein intake – aka “proteinmaxxing”.

We quizzed the experts on protein’s benefits, the misconceptions, and how beauty professionals can confidently navigate topics regarding protein and nutrition with clients.

The role of protein in the body

Protein is one of the body's three essential macronutrients (alongside carbohydrates and fat) and made up of amino acids: the building blocks needed to repair and maintain tissues.

Protein “forms collagen in the skin, keratin in the hair and nails, and muscle tissue,” explains Dr Gaby Prinsloo, medical director of Advanced Nutrition Programme. It also supports immunity, transports nutrients and maintains essential bodily functions.

The body doesn't store protein in the same way it stores fat or carbohydrates, so prioritising regular intake is important.

Kathryn Buckley, nutritional therapist, skin professional and author of The Skin We Live In: Healing from the Inside Out, likens protein to the building materials of a house. “Protein provides the 'bricks' needed to build and repair the skin, but healthy cells also rely on healthy fats, vitamins, minerals and hydration.”

Protein in skin and nail health

“There is a proven connection between protein and skin health, although perhaps not in the way social media sometimes suggests,” says Dr Ahmed El Muntasar, a GP and aesthetics doctor.

He explains how collagen, elastin and keratin are all proteins, so an adequate protein intake is important for maintaining healthy skin and nails, to enhance the body's natural repair processes.

“However, simply eating more protein doesn't automatically translate into better skin or slower ageing,” he advises.

“Skin health is influenced by many factors, including genetics, sun exposure, hormones, sleep and overall nutrition. Protein is one important piece of a much larger puzzle.”

Buckley adds that there's a clear link between protein and skin health, but warns against oversimplifying it. “Adequate protein supports collagen production and tissue repair, but healthy skin depends on the whole system working well.”

Daily protein intake

Current UK guidance recommends 0.75g of protein per kg of body weight per day. So, for example, that’s 53g of protein a day for a 70kg woman. Dr Prinsloo explains that this intake is designed to prevent deficiency rather than represent an optimal target: “Requirements increase with age, resistance training, pregnancy, breastfeeding and recovery from illness, and spreading protein across the day appears more beneficial than consuming it all in one meal.”

Rather than focusing on calculations, Dr El Muntasar recommends a practical approach: “Aim to include a source of protein with each meal. That's a sustainable habit for most people.” Ros Simmons, nutritional therapist and co-founder of Curated Beauty London, believes many people – particularly midlife women – could benefit from consuming more protein.

“I recommend including a source of high-quality protein with every meal, such as eggs, fish, chicken or pulses, which also provide valuable fibre,” she says.

Rising interest

According to Simmons, several trends have placed protein firmly in the spotlight.

“The rise of GLP-1 medications has highlighted the importance of preserving muscle during weight loss, while women in midlife are becoming much more aware of supporting muscle, bone health and longevity,” she explains.

“That's also why products such as creatine are having a moment – protein and creatine can be a powerful combination when it comes to maintaining muscle.”

Dr Prinsloo also notes that rising consumer demand is fuelled by fitness culture, appetite control, healthy ageing and an explosion of products carrying “high protein” claims.

Common misconceptions

“Consumers are right to recognise that protein supports satiety, muscle maintenance and healthy ageing,” says Dr Prinsloo. “Where misconceptions creep in is the belief that more protein is always better. Once your body's requirements have been met, eating additional protein doesn't provide unlimited benefits.”

She also warns against assuming that products labelled “high protein” are automatically healthy: “A protein-fortified biscuit is still a biscuit. Overall diet quality remains what matters most.”

On the rising popularity of collagen supplements, Buckley advises that while these can support skin hydration and elasticity for some people, they shouldn't be seen as a shortcut. "Collagen works best alongside adequate protein, vitamins and minerals. It's one piece of a much bigger picture,” she says.

Associated risks

“For most healthy people, a moderately higher protein intake is generally considered safe,” says Dr El Muntasar. He advises, however, that people with existing kidney disease should seek specialist advice before significantly increasing protein intake.

It’s also vital, he explains, “that increasing protein doesn't come at the expense of fibre-rich foods, as this can contribute to digestive issues such as constipation – as with most aspects of nutrition, moderation and balance are key.”

How to advise clients on protein

Beauty professionals can explain that protein plays an important role in supporting healthy skin and nails, advises Simmons. “I'd also encourage conversations around a varied, balanced diet that's rich in antioxidants and fibre, as these nutrients all contribute to healthy skin and overall wellbeing.”

This can include consuming plant-based whole foods, including legumes, vibrant fruits, vegetables and whole grains. Buckley highlights, “Just as importantly, beauty professionals can help clients understand that beautiful skin is built from balanced nutrition and healthy lifestyle habits, not one nutrient alone.”

When to refer

Beauty therapists should avoid diagnosing nutritional deficiencies or medical conditions, prescribing therapeutic diets or recommending specific protein intakes, says Dr Prinsloo. “General nutrition advice is entirely appropriate,” she continues, “but personalised dietary advice or claims that foods or supplements can treat or prevent disease should be left to healthcare professionals.”

Dr El Muntasar recommends referral whenever a client has significant dietary concerns, unexplained weight changes, suspected nutritional deficiencies, digestive symptoms, eating disorders or medical conditions that may affect nutritional needs.

“If a client is seeking personalised dietary advice or managing conditions such as diabetes, kidney disease, coeliac disease or obesity, they should be referred to an appropriately qualified nutrition professional,” he says.