Chias Brothers » NUTRICOSMETICS – Once a niche, now a mass market. We see the future of this category!
NUTRICOSMETICS – Once a niche, now a mass market. We see the future of this category!
The rapidly growing nutricosmetics market is opening new opportunities for brands that combine health, beauty, and lifestyle. Chias Brothers Europe is betting on functional shots designed to become a daily self-care ritual.
1. How do you assess the current potential of the nutricosmetic drinks market and what actions are you taking in this area?
The nutricosmetic drinks market – beverages supporting beauty and health from within as part of daily care – is developing very dynamically. In 2023, it exceeded USD 7 billion in value, and by 2032 it may grow to over USD 14 billion. An average annual growth of 8% indicates a lasting shift in the approach to skincare.
We see the greatest potential in the segment of shots and concentrates – appreciated for their convenience and compact format. That’s why in 2025, we are expanding our offering with three new products: Beauty Shot with 3000 mg collagen, Collagen 10,000 mg, and Skin Glow – each designed with a specific function and modern aesthetics in mind.
Our goal is to create effective products that are intuitive to use and simple to communicate, making them a daily part of inner skincare for both advanced and beginner users.
2. Which distribution channels are most important for this category?
For nutricosmetics, the key channels combine beauty, health, and lifestyle. We focus on presence in drugstores, pharmacies, and specialist retail chains – places where customers seek not just a product but also expert support.
Additionally, there’s growing interest in specialist venues such as aesthetic medicine clinics, beauty salons, SPAs, and wellness centers. These are places where external care naturally aligns with internal well-being. Being present in these locations builds trust and reinforces the sense that our offerings align perfectly with the lifestyle and holistic care needs of modern consumers.
We do not run direct online sales – instead, we concentrate on strong presence where the product is part of a broader care context. We want consumers to make informed decisions supported by knowledge and professional environments, rather than impulsive purchases.
3. Are nutricosmetics mainly used by women? What about men and younger consumers?
While women aged 25-45 still dominate the category, the trend of inner beauty care is attracting a broader audience. More and more men – particularly those attentive to their image and lifestyle – and younger, more conscious Gen Z consumers are reaching for them. They care not only about effectiveness but also ingredients, form, aesthetics, and brand values. Our shots – Skin Glow, Beauty Shot, and Collagen 10,000 mg – meet these expectations: they’re functional, compact, and easy to understand.
4. Is gender a key factor in purchasing, or is it more about skin needs?
The choice of nutricosmetics is increasingly driven by skin needs and lifestyle, not gender. Consumers want clear answers: does the product improve elasticity, hydrate, provide anti-aging benefits, or deliver a glow effect?
That’s why we prioritize clear function communication – Skin Glow supports hydration and antioxidant protection, while Collagen 10,000 mg promotes firmness and slows aging. While packaging may appear feminine, our products are designed for anyone who consciously chooses solutions tailored to their needs.
This marks a maturing market where the focus shifts from “who it’s for” to “what it delivers.”
5. Do you draw on experience from the Asian market?
Absolutely – we closely observe Asian markets, especially Japan and South Korea, which have long set trends in inner beauty care. The idea that beauty should be nurtured from the inside – through supplementation and mindful nutrition – originated there.
We draw significant inspiration from this approach, both in philosophy and product formulation. We focus on simple yet effective compositions – without unnecessary additives, using active, well-researched ingredients. This can be seen in Skin Glow and the Beauty Shot with 3000 mg collagen – clean-label products with clear purposes, created to meet specific skincare needs.
6. How is the nutricosmetic category developing in Poland?
Although nutricosmetics in Poland are still a young category, they are growing rapidly – their value has exceeded PLN 100-120 million, with forecasts suggesting a possible doubling in the coming years (PMR, 2024).
For today’s consumers, beauty care goes beyond the external – inner care is becoming essential. Supplementation, healthy habits, and a balanced diet complement external cosmetics. This creates an opportunity for nutricosmetics – like our shots – that combine ease of use with functionality and clean ingredients.
However, continued growth will depend on market education, building trust, and ensuring presence in places associated with quality, expertise, and informed choices. We see huge potential here and are convinced the category is only just beginning to flourish in Poland.
7. How do you select ingredients for your products?
We start with real consumer needs, supported by clinical studies, expert knowledge, and practitioner input. We collaborate with food technologists, dietitians, and aesthetic medicine specialists to ensure our products are effective, safe, logical in action, and understandable for the end user.
We follow the principle of “less, but better” – rather than filling labels with unnecessary ingredients, we focus on highly bioavailable substances with proven effects. We use active components such as collagen, vitamin C, zinc, biotin, or hyaluronic acid – all addressing specific functions like elasticity, hydration, and antioxidant protection.
8. Do you plan to launch new types of nutricosmetic drinks?
Definitely – expanding the nutricosmetic line is one of our top priorities. We’re working on new formulations to support detoxification, hydration, skin regeneration, immunity, and protection against oxidative stress. We aim to create products that better respond to real skincare needs – not only for “now,” but also with seasonal and cyclical needs in mind.
Our goal is to offer products that not only work but also reshape the approach to beauty – consciously and effectively, from the inside out.
9. What type of packaging do your customers prefer?
Shots in 60 and 100 ml volumes are the most popular – they fit perfectly into daily beauty routines. They are compact, convenient for on-the-go use, and allow for quick, hassle-free application – both at home and outside.
Customers also care deeply about packaging aesthetics. First impressions matter, so we prioritize modern, minimalist design – clear, visually coherent labels that clearly communicate function. They look good on the shelf, in a handbag, or even in a social media post – which is increasingly important.
10. How often should these drinks be consumed?
We recommend daily, regular use, as consistency is key with nutricosmetics – especially those containing collagen. Skin regeneration is a process that takes time and discipline, with effects showing after continuous use.
Our goal is to promote nutricosmetics as a daily habit – simple, fast, and supportive of skin condition from within, regardless of the season.
11. Are these products for the mass market or more premium?
Our shots fall into the “masstige” category – combining premium quality with broad accessibility. They are designed for modern consumers who expect efficacy, clean ingredients, and aesthetic design, without necessarily seeking traditional luxury.
Our products are rooted in the wellness philosophy – a harmonious blend of health, beauty, and well-being. This makes them ideal for conscious consumers looking for transparent, valuable solutions. We want our nutricosmetics to be accessible to a wide audience while meeting high expectations in terms of composition, performance, and design.
12. How do you see the future of this market?
We see a future for this category, which once was niche and is now becoming a self-care standard. Today’s consumers are increasingly seeking products that not only work but also fit well into their lifestyle – intuitive to use, pleasant in taste, with a clear composition and trust-based communication.
Nutricosmetics are a natural complement to external care – they support the body from within and enhance the effects of topical cosmetics. Their complementary character shows the enormous potential of this category.
Although still in its infancy in Poland, all signs point to a real revolution ahead. Awareness is growing, expectations are rising – and so is the need for products that are not only effective and transparent, but also intuitive, rooted in daily rituals, and addressing the real – including emotional – needs of modern consumers.
Proksch et al. Oral supplementation of specific collagen peptides improves skin elasticity and hydration Journal of Cosmetic Dermatology, 2014 https://pubmed.ncbi.nlm.nih.gov/24401291/
Passionate about emerging marketing trends, especially in the health and functional food industries. A travel enthusiast and devoted cat lover, she brings creativity and insight to content strategy and brand development.
Dodaj komentarz