HEALTH & WELLNESS

Should we really be popping those beauty supplements?

By Samriddhi Raj
07 October, 2022

As the supplement craze from the ’90s takes over the beauty industry, we attempt to decode its appeal and spill some hard-to-swallow facts

In the ’90s, daily vitamins were about accessible healthcare and a supplement dose was reserved for those with calcium deficiency. Today, however, the wellness industry has a different take. Supplements have outgrown their time in pharmacies and there isn’t much except a luxe ambience that differentiates the beauty aisle in a store from an apothecary. Pair this with the celebrity endorsement for supplements that has carved a whole new beauty trend of their own. Remember when Kylie Jenner broke the internet with her Sugarbear hair gummies? Or the more recent launch of Kourtney Kardashian’s vitamin and supplement line Lemme?

It’s a lot to take in. Whether it’s Vitamin E for hair spa, retinol-filled powders, skin-hydrating gummy bears, collagen-rich pills or vegan elixirs, the beauty industry has subtly but effectively hijacked the wellness market with its promise of inside-out beauty. Global reports suggest the industry is anticipated to reach  $216 billion by 2026. 

What is driving this increasing appeal for beauty supplements? 

Within India itself, the demand for dietary supplements for beauty purposes has soared. According to a 2021 Mintel report, 52 per cent Indians invested in hair fall prevention leaned towards vitamins, minerals and supplements (VMS) to address their hair-related concerns. Likewise, 75 per cent claimed using VMS for overall wellness and inner beauty. It wouldn’t be too far off to term this as a pandemic effect. Amidst the highly contagious virus and the surge in daily COVID-19 cases during the several waves of the pandemic, many swallowed down Vitamin C tablets as a quick fix to boost immunity. The shift in focus towards healthcare was immediate. 

Kourtney Kardashian recently launched a range of vitamins and supplements under her brand Lemme 

The beauty industry has subtly but effectively hijacked the wellness market with its promise of inside-out beauty

Tanya Rajani, a senior beauty and personal care analyst, India, at Mintel said, “The increased interest in well-being solutions from the beginning of the pandemic has made it a good time for brands to acquire new consumers and push for health benefits in beauty supplements. As consumers better understand the impact physical and mental health can have on their outer appearance, there is increased scope for brands to introduce ingestibles that meet physical and psychological needs.” 

Sushil Khaitan, founder of Pure Nutrition seems to agree. “Consumer awareness is at an all-time high. More people are looking for a permanent solution for their hair-  and skin-related issues. There are only so many make-up and hair products that one can use,” he says. “Poor diet, lack of sleep and overindulgence–our skin reflects everything. Unlike beauty products that mask the main issue, supplements try to solve them.” Dermatologist Madhuri Agarwal looks at them from a nutritional perspective. “Supplements generally address the micronutritonal shortcomings in our bodies and that reflects well on our skin,” she shares.

How much is too much? 

However, the appeal for supplements shouldn’t blind the obvious dilemma that it raises. Amidst the pool of choices, most gummy bears are unlisted in any review by food authorities and can’t cater to any medical condition. For a country where hard medicinal drugs are consumed like candy, the idea of prescription for dietary supplements is almost preposterous. How should then the supplement market be scanned by consumers? Where should one draw the line? 

"Taking supplements for the heck of it can have adverse effects on the liver,”says nutritionist and deep health coach Simrun Chopra Image: Pexels

“My advice to anyone trying to introduce beauty supplements to their skincare routine has always been to make sure that they really need it. I generally advise my patients to get a full-body check-up, identify their deficiencies and then look for solutions. I recommend supplements to address underlying deficiencies that may cause extreme hair fall or skin problems,” says Agarwal. “Over the last few years, it has become a trend to consume supplements without any knowledge about the product, simply because someone we like recommends it,” she adds. 

Nutritionist and deep health coach Simrun Chopra shares similar views. She says, “The idea with supplementation is to take what you are deprived of or what you are unable to get from the food you eat. Taking supplements for the heck of it can have adverse effects on the liver.” She claims the packaging plays a key role in the perception that consumers draw about these supplements. “It comes down to the way gummies, for instance, are packaged. Most look harmless, are often placed next to chocolates and lack the traditional medicinal packaging. This can easily make one think that what they are consuming is not medicinal in nature.”

Chopra further warns how there is no clarity on the dosage for these supplements. “Take, for instance, biotin–when the dosage is less it’s fine but if you take a mega dose in the hope for it to be beneficial, it can cause issues with sleep, digestion and insulin release in the body. The packaging is so aesthetic, and the focus then shifts from health to beauty,” she shares.

READ MORE
empty
HEALTH & WELLNESS
Can you hug yourself (and your loved ones) to better health?
By Sneha Mankani
empty
HEALTH & WELLNESS
Why are we obsessed with tracking our health data?
By Anjan Sachar
empty
BUSINESS
Why the growth of femtech in India can transform the way we look at women’s health
By Sanjukta Sharma