in-Cosmetics in Paris presented its first ever dedicated Nutricosmetics Zone. What does it say about the times we’re in?
Jenny Sundbom runs 2DAY Production & Creative, an independent international incubation agency within the beauty, olfactive, lifestyle, and nutraceutical sectors (functional nutrition, ingestible beauty, health, and wellness protocols) to successfully develop, manufacture, and launch a brand or a product.
David Koo Hjalmarsson is the co-founder of The Good Pill Co., a global certification standard for supplements, designed to improve quality, safety, and transparency across the industry. The company has developed a framework that independently verifies key aspects such as ingredient accuracy, disintegration, and the absence of contaminants.
Jenny, tell us about the Nutricosmetics Zone at this year’s in-Cosmetics.
– What is notable is the zone itself. Although small, a dedicated space focused solely on nutricosmetics and ingestible beauty reflects an ongoing industry shift towards ‘beauty-from-within’ and holistic wellness.
David, what does it say about the times we’re in, this dedicated Nutricosmetics Zone?
– It obviously reflects a broader shift in how beauty is being redefined. We’re moving from a surface-level, product-centric view to a more integrated understanding of skin health—where internal factors like nutrition, the microbiome, and overall wellbeing play a central role.
– The presence of a dedicated Nutricosmetics Zone signals that this is no longer a fringe category. It’s becoming part of the core innovation agenda. It also highlights increasing convergence between industries – beauty, nutrition, and biotech – which historically operated separately but are now starting to overlap in meaningful ways.
How was the reception for it?
– Very positive. There was strong interest from both traditional beauty companies and players coming from the supplement space. What stood out was the level of curiosity, but also a clear intent to act – many were exploring how to enter or expand within the category. At the same time, there’s still some uncertainty. Questions around claims, regulation, and scientific validation came up frequently, which shows that while the opportunity is clear, the pathway to doing it well is still being defined.
– We also took the stage, hosting a panel. A key takeaway from that was that the category is moving beyond single ingredients toward more system-based thinking. It’s no longer just about what’s inside the product, but how formulation, format, science, and positioning work together to deliver results. Trust was another central theme – particularly the importance of clinical validation and transparent communication. And finally, there was strong alignment around the need for cross-industry collaboration to unlock innovation and scale.
Jenny, what do you think makes nutricosmetics such a big topic now?
– It’s been present for years and in many markets but at this point in time, it seems to have risen in interest and many more brands are created and launched to reach what’s nowadays a wider audience. This expansion frames nutricosmetics as both functional and preventative, not just aesthetic.
What do your clients ask you the most about now?
– Questions, interest internationally, can be summarised as focused on nutrients and supplements – multi format and scale – and olfactive experience and olfactive design.
Within this area, what do you predict will be the next big thing?
– ‘Inside-out beauty’ core will become default, not niche and brands designing dual regimens, topical and ingestible, will be winners. The skincare routine will become a ‘beauty protocol’and a lot of focus and expansion will be seen with adaptogens and anti-stress positioning. Also, the microbiome conversion is shifting from topical to ingestible and thorough clinical validation will be more important than any marketing claim.
– My general advice would be to be vigilant with all regulatory matters and monitor changes constantly to keep updated and ask an industry specialist for help with compliance changes in your selected markets. Tailor your compliance strategies to each region you operate in.
David, what do you predict?
– One major shift is toward outcomes over claims. Consumers are becoming more results-oriented and expect products to deliver measurable benefits, not just compelling narratives.
Format is also becoming increasingly important. Delivery systems – whether powders, capsules, or drinks – play a significant role in conversion and long-term use.
– We’re also seeing higher expectations around scientific credibility. Brands that can clearly explain how their products work, in a way that’s both accurate and accessible, are better positioned.
– Nutricosmetics is often framed as a trend, but it’s better understood as part of a structural shift toward more holistic, system-based approaches to beauty and health. As the category matures, the focus will increasingly move toward standards, evidence, and trust. The opportunity is significant – but long-term success will depend on how well the industry can balance innovation with credibility. Check out what Korea is up to in this segment… K-Supplement may well define this space.