Innovation
Innovation

Q&A: The growth of nutricosmetic brands

Toni Carroll, founder and CEO of nutricosmetic brand My Beauty Luv, talks about the global trend towards nutricosmetics and expanding her brand in SA.

Toni Carroll, founder and CEO of nutricosmetic brand My Beauty Luv, talks about the global trend towards nutricosmetics and expanding her brand in South Africa. The African collagen market is expected to experience 6% growth by 2025, with South Africa holding the bulk of market share.

Ingestible collagen is part of the luxury nutricosmetic market revolutionising the beauty industry worldwide. South Africa’s Beauty Luv brand formulates beauty and wellness supplements made from the finest grade raw materials. All formulas are free from binders, fillers, preservatives, colourants, artificial flavours, and chemicals. The brand is one of the first in South Africa to make collagen available in capsule form using ethically sourced and sustainable ingredients that are locally tested at FDA-approved labs.

Who is your target market consumer for the brand?

The company is based in the heart of Cape Town, and after so many years in the local industry, it was naturally a perfect fit for us to launch in South Africa for phase one. The cost of manufacturing in SA is still highly favourable, and for a brand that is still in its first couple years of growth, this certainly helps. Our primary target audience is the sophisticated upper LSM female, who demands the best and shops for luxury and uniqueness. We have positioned the brand in the mid to high-end luxury bracket.

Please elaborate on the growing global trend towards nutricosmetics

The launch of collagen as a beauty/health supplement was the gust of wind that ignited this industry category. Nutricosmetics started back in the 1980s, however, it was only recently that this name was granted to describe a sector in the global beauty industry that is growing year-on-year. According to a 2018 report (Wise Guy Reports, Discover Global Nutricosmetics Market Upcoming Trends, Growth Drivers and Challenges), the global nutricosmetic market is set to potentially reach 8.8 billion Euros by 2026. Personally, I believe this value will be far greater as consumers are becoming more and more health conscious. Beauty supplements are the natural progression in the over-saturated health, cosmetics and beauty marketplaces. Ingestible beauty is the future of beauty, I believe. We are still in the early stages though and this is what is most exciting for me. Globally there are only a handful of true ‘nutricosmetic’ brands – brands that focus on the ingestible ‘beauty’ concept and not the ‘food’ concept.

What are your plans to raise consumer awareness of this beauty category in SA?

Apart from being the first true nutricosmetic brand in South Africa; and being first-to-market with exclusive anti-ageing, beautifying ingredients, the brand will be releasing informative videos and targeted social media posts to educate, inform and raise awareness. It is very important to the brand’s message that consumers understand the difference in ingredient quality, and why this is the crucial factor that separates the food-grade supplements from the professional-grade/salon quality products. Just as you would find conventional or professional/medical-grade hair and skincare products, the same difference in standards applies to supplements.

What is the market share of nutricosmetics in South Africa at present?

Tiny, if you look at pure nutricosmetics. There are only a handful of us brands playing in the nutricosmetic space. If you look at the collagen market in South Africa – this has exploded, but the companies are marketing their products as health/wellness food-grade supplement powders. Collagen and collagen-based products on the shelves have tripled in the last 24 months. Local traditional skincare brands are now starting to include ingestibles as part of their range offering, so my guess is within the next 24 months we will see most major SA skincare brands offering an ingestible solution – whether it’s a collagen-based formula or another skin-centric formula.

What market share are you aiming for in this category?

We are in our third year now and aim to have 5% market share by end of 2023. Plans to expand into global markets are underway as we have a very unique offering, unlike any other brand in the nutricosmetic space.

 

Main image credit: Toni Carroll, My Beauty Luv.

 

– Receive the Retailing Africa newsletter every Wednesday • Subscribe here.