It has become the consensus of consumers around the world that “within the inside and outside” has become the consensus of the global consumers, and the oral beauty market is also growing in various countries. Recently, the US data research company ClearCut released a report. It uses the sales data of oral beauty supplements on the Amazon platform as a reference, summarizes the sales situation and market trend changes in the past year, and counts the popular beauty ingredients in the North American market.
Compared with the Asian oral beauty market, the North American market has great differences in both core beauty appeals and popular beauty ingredients. And it is also full of innovation in product development.
1 Overview of Amazon Oral Beauty Product Sales
North American oral beauty supplements are also known as “hair, skin, and nail (HSN) health supplements.” According to data released by Innova Market Insights, in the year ending October 2020, 5% of global functional foods are for hair, skin, and nail health.
Compared with the Asian market that pays more attention to skin health, Americans pay more attention to the overall “external beauty.” They attach great importance to the exposed parts from head to toe. They pursue healthy and dense hair, smooth and elastic skin, and strong and tough nails. They don’t care so much about the whitening that Asians value. Although the epidemic has prompted consumers to turn their attention to immunity, oral beauty products have not eclipsed. From 2019 to 2020, HSN supplement sales achieved a year-on-year growth rate of 57%. After entering 2021, the growth rate is still maintaining.
In terms of dosage forms, capsules accounted for the highest market share, reaching 44%. Followed by soft candies, tablets, soft capsules, and liquids, the growth rates are all between 55% and 61%.
2 Popular products and brands
Among the 272 products that are still on sale, TOP10 brands account for 47% of sales, and the market concentration is relatively high. However, although nearly half of the category market share is occupied by the top 10 brands, emerging brands still have great room for growth and competition. In the past year alone, the top 20 brands in sales have 5 new entrants. The year-on-year growth of each brand ranged from 212% to 2,271%.
The top five brands are NUTAFOL, NATURE’S BOUNTY, Sugar Bear Hair, SPORTS RESEARCH, Hair Genics. Among them, NUTRAFOL, Sugar Bear Hair, and Hair Genics are all dietary supplement companies focusing on anti-dropping products. NUTRAFOL and Hair Genics specialize in herbal anti-drop formulas. Sugar Bear Hair specializes in vitamin gums. Natural treasures and SPORTS RESEARCH are well-known brands of dietary supplements in North America. Their oral beauty supplements are mainly collagen and multivitamin products.
Among the top four single products sold last year, NUTRAFOL has two seats exclusively. The top two NUTRAFOL female hair growth supplements and Sugar Bear Hair vitamin gums have sales of more than 10 million U.S. dollars on Amazon.com alone.
TOP1: Nutrafol female hair growth supplement
It is suitable for women aged 18-44 who have thinning hair due to stress, dieting, and excessive styling. It can improve hair growth by reducing stress and supplementing nutrients, while also helping to support overall health, improving sleep, energy, and mood.
Ingredients: Tocotrienol Complex, Ashwagandha, Curcumin, Saw Palmetto, Marine Collagen (Atlantic Cod), Black Pepper Fruit Extract, Biotin, Cayenne Red Pepper Fruit Extract, Horsetail Extract, L- Cysteine Hydrochloride, L-lysine, L-methionine, resveratrol, selenium, vitamin A, vitamin C, vitamin D, organic kelp, zinc.
TOP2: Sugar Bear Hair Vitamin Gummy
Ingredients: Vitamin A, Vitamin C, Vitamin D, Vitamin E, Vitamin B-6, Folic Acid, Vitamin B-12, Biotin, Pantothenic Acid, Iodine, Zinc, Choline, Inositol, Coconut Oil, Sugar
TOP3: Natural Treasure Biotin Vitamin Supplement
Ingredients: Biotin (10000 micrograms), soybean oil, gelatin, vegetable glycerin, yellow beeswax, titanium dioxide pigment.
TOP4: Nutrafol male hair growth supplement
Designed for men who currently have thinning hair due to genetics, hormones, stress, and unhealthy lifestyle habits, using 21 natural ingredients.
Ingredients: Vitamin A, Vitamin C, Vitamin D, Biotin, Iodine, Zinc, Selenium, Saw Palmetto, Hydrolyzed Marine Collagen, Ashwagandha Extract, Curcumin, Hyaluronic Acid, Cysteine, Lysine, Methionine, horsetail extract, resveratrol, keratin, black pepper fruit extract, capsicum extract
3 The most popular oral beauty ingredients
Biotin, collagen, hyaluronic acid, keratin, and vitamin C are the top five ingredients in the oral beauty market share, especially biotin, which occupies nearly half of the market share and is the most popular oral beauty ingredient in the North American market.
3.1 Biotin
Biotin can improve the structure of keratin, which is the basic protein that makes up hair, skin, and nails. People with biotin deficiency often experience hair loss, weak nails, or scaly red rashes. Innova data shows that the application of biotin-related products in food and beverages is slowly spreading. From 2015 to 2019, the compound annual growth rate of new food, beverage, and dietary supplement products containing biotin was 15%, and the main product was claimed to be haircare, skincare, and armor.
On September 26, the National Food Safety Standards Review Committee issued 10 national food safety standards (draft for comments) including the “General Principles for Nutrition Labeling of Prepackaged Foods in National Food Safety Standards”. “Writing affirmed the beneficial effects of biotin on skin and hair.
3.2 Collagen
Collagen is added to 40% of oral beauty products worldwide. According to Innova data, between 2015 and 2019, the number of releases of collagen products increased by an average of 27% per year. The collagen supplements in the North American market are mainly in powder form. Marine collagen from deep-sea fish has become a new favorite in recent years. In addition to traditional products, collagen supplements with natural plant ingredients, supplements that promote collagen production, and new sources of collagen such as fermentation are also emerging.
Regenacol is an oral beauty supplement containing bovine colostrum, vitamin C, bovine collagen peptides, and lycopene. Lycopene can increase the level of procollagen (pre-collagen), help reduce skin aging and reduce the damage of ultraviolet rays to the skin.
3.3 Keratin
Keratin is the main protein that constitutes the epidermis and fur follicles. 85% of the hair is composed of keratin. It is the key to hair growth, gloss, elasticity, and strength. Several major amino acids contained in keratin also play an important role in promoting hair growth, including cystine, methionine, arginine, lysine, and so on.
