From the supply side to finished goods, the probiotic beauty market continues to mature. This year’s shortlist for the in-cosmetics Best Active Ingredient award included the ProRenew Complex from the Germany-based ingredient manufacturer CLR. That active, originating from probiotic knowhow, addresses aging skin issues by working on the skin renewal process. And, CPG companies around the globe are getting in the game.
With ingredients derived from probiotics and yeast, the Decatur, Georgia–based BeBella company launched a full product line this month, complete with topicals and oral supplements. “The benefits of oral probiotic supplements for digestive health is now well established and there is emerging evidence that balanced intestinal microflora improve the skin quality and even brain function,” notes the company’s media release announcing the line.
The initial product portfolio comprises toner, cleanser, moisturizing serum, night cream, two supplements and more. “Our family's business has worked with probiotics and dietary supplements for decades, so we understand that beauty truly starts from within….For this reason, our skincare regimen also includes the probiotic supplements,” explains CEO Allison Bensch.
The BeBella products are formulated with a “combination of nutrient-rich extracts harvested from fermentation of the probiotic Lactobacillus casei and fission yeast Schizosaccharomyces pombe,” according to the release.
Taking it personally
Bio-In, a new Moscow-based company, has just launched a personalized probiotic supplement system meant to address anti-aging. Featured testimonials point to rejuvenated, younger looking skin.
The product includes a built-in feedback loop with the company, a sort of Weight Watchers scheme for skin care: “everyone who enrols in the program has access to their very own Quality of Life Coach, a specially selected personal trainer who provides inspiration, motivation and expert advice,” touts the company in a statement to the press.
The app-based interface connects with consumers through daily alerts reminding users to take the supplement, progress tracking, and more. It also allows social sharing, in hopes that each user will act as an ambassador for the product line and make posts to influence his or her peers.
“Many natural beauty ingredients first gain popularity in food and wellness industries,” observed Cosmetics Design earlier this year. Probiotics are the latest example of this progression pattern.
“It’s interesting how ingredients are crossing over between cosmetics and foods. Take coconut: a few years ago coconut water exploded amid publicizing its health benefits…now suddenly everyone is using coconut oil on their face. Probiotics are starting to show up in topical products, which is new,” remarked Suzanne Shelton, managing partner-strategic communications at The Shelton Group, a marketing and PR firm specializing in dietary supplements and natural products.