Why men are a ripe target for ingestible beauty and skin care brands

Research by nutraceuticals company Lycored reveals how men are eating up the idea of beauty from within

Men are an ideal market for ingestible skin care products, according to new research by nutraceuticals company Lycored that may indicate unexplored opportunities for brands.

Asking 480 consumers in the UK and France about their attitudes to skin care, health and appearance, the company found that men were considerably more open to the idea of ingestible skin care than women.

74% of male respondents found the idea of taking a supplement for their skin “normal”, compared to 58% of women.

This may be due to the convenience of skin care supplements, as men were also found to be less willing to spend time applying topical products than women; 37% wanted to spend less time on their skin care routine, while only 28% of women said the same.

Zev Ziegler, Head of Global Brand & Marketing, Health at Lycored, said: “Men have long been growing in importance as consumers of skin care, and our research shows this applies to ingestible products just as much as topical.

“The potential of the male beauty from within market is huge.”

The beauty supplements and nutricosmetics market has grown substantially in recent years, driven by the wellness movement; it was worth more than US$3bn globally in 2017.

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