Consumers lap up trend for anti-ageing drinks

Collagen-infused beverages are building market share, but what's the truth behind the claims?

With the launch of Anti-aGin in the UK earlier this month – which quite literally does what it says on the gin bottle – attentions turned once again to the increasing popularity of anti-ageing drinks. No longer the reserve of specialist food stores, drinks with beauty benefits can be found in health and beauty stores around the word. Walgreens Boots Alliance’s Boots stores stock Fountain’s The Beauty Molecule liquid concentrate formulated with resveratrol, and Gold Collagen, made with hydrolysed collagen, while A.S. Watson-owned Superdrug even stocks a collagen-infused milkshake, called Collagen+ Beauty Milk.

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