Key Takeaways:
The next billion-dollar beauty brands won’t be built on miracle ingredients or celebrity endorsements. They’ll be bottled—literally. As the wellness industry pivots from powders and pills to drinkable rituals, liquid nutricosmetics are quietly reshaping the future of beauty-from-within.
Once, beauty lived on the bathroom shelf. Now, it’s in the kitchen, the café, and the wellness club. As the boundaries between skincare, nutrition, and lifestyle continue to blur, a new category of inside-out beauty is reshaping routines and changing what it means to care for oneself.
According to Kenvue’s 2025 Global Wellness Report, 88% of consumers believe their personal care routines impact their overall health, while nearly 75% see beauty and wellness as essential parts of self-care. What used to be distinct rituals are now merging into one cohesive philosophy. A philosophy where beauty goes beyond surface-level pursuit but is a holistic, measurable, and multisensory experience.
This convergence represents both a challenge and an opportunity. Legacy brands risk obsolescence if they cling to siloed strategies, while innovators who embrace the fusion of science, simplicity, and sensory experience are rewriting the rules of engagement.
Driving Retention with Simplicity, Validation, and Palatability
The rise of nutricosmetics, i.e., beauty supplements designed to nourish the skin, hair, and body from within, marks one of the most dynamic shifts in the category. And at the heart of this transformation lies a single truth: Consumers stay loyal to experiences, not ingredients.
This insight anchors the strategy at TOSLA Nutricosmetics, the leading manufacturer specializing in liquid beauty and wellness supplements. Rather than selling “just supplements,” TOSLA develops and manufactures holistic wellness experiences that drive retention, loyalty, and long-term success. These experiences are grounded in three key pillars: palatability, simplicity, and validation.
Think about it: People stick with products they actually enjoy. “If something tastes bad, even proven efficacy can’t sustain long-term engagement,” says Uroš Gotar, Chief Innovation Officer at TOSLA. That’s why TOSLA built VELIOUS Flavor Technology: to be able to take ingredients that are traditionally hard to mask and make them genuinely enjoyable. It turns wellness into something people want to keep coming back to. Because results alone aren’t enough to keep consumers engaged. They crave experiences that flow effortlessly into their daily lives; immersive, sensory-rich moments that make the journey as rewarding as the outcome.
Then there’s simplicity. The reality is most of us don’t want complicated regimens or a handful of pills every day. TOSLA’s approach is straightforward: One shot every morning, and you’re done. That kind of convenience is what makes routines sustainable, and it also shifts part of the personal care routine from the bathroom into the kitchen. That move allows brands to become part of consumers’ daily lives on a much wider scale, embedding wellness into everyday habits.
And finally, validation. Consumer trust in wellness now hinges on clinical proof. In an era of skepticism, claims alone aren’t enough. “Trust comes from measurable results,” stated Gotar and continued, “We’re developing and manufacturing beauty and wellness that are measurable, not just promised.”
When you put all three together—great taste, ease of use, and evidence-backed outcomes—you get something that drives loyalty. These good practices help brands stay relevant, overcome high acquisition costs, improve retention, and build lasting connections with their clientele.
The numbers are clear: Brands working with TOSLA report over 60% retention and five times higher consumer lifetime value compared to topical cosmetics. Even more telling: A brand can reach eight figures in revenue within just 18 months with one SKU by sticking to these three product pillars. Not a marketing theory, but data from successful brands already playing in this segment.
The Liquid Advantage
While gummies, powders, and capsules dominate many shelves, liquids are emerging as the most advanced format in nutricosmetics. Their advantages are both scientific and experiential.
From a formulation science perspective, liquids represent the most versatile and technologically advanced delivery system currently available in the nutricosmetics and nutraceutical sector. They align with established consumer familiarity (mirroring the sensorial and functional profiles of topical liquids such as serums, creams, and oils) while enabling a multisensory experience that enhances compliance and perceived efficacy.
The advantages are not purely experiential. Liquids allow for rapid bioavailability due to predissolved actives, reducing the need for breakdown in the gastrointestinal tract. This can translate into faster onset of action and, in some cases, improved absorption rates compared to solid dosage forms. However, this same property demands rigorous raw material quality: Once ingredients are in solution, their stability, purity, and organoleptic properties are fully exposed. Any compromise in ingredient integrity becomes immediately apparent, both chemically and sensorially.
This is one reason why many manufacturers avoid liquids. Stability challenges, such as biochemical reactions, oxidation, microbial growth, and phase separation, require advanced formulation strategies. By contrast, powders and capsules can mask lower-grade inputs, and gummies, while popular, typically contain high sugar loads and underdosed active ingredients, limiting their functional value.
TOSLA’s approach has been to engineer high-density liquid formulations capable of delivering the equivalent of two tablespoons of active compounds in a single 15 mL daily dose, without compromising palatability. This requires not only concentration technology but also advanced flavor-masking systems and synergistic ingredient pairing.
Perhaps most importantly, liquids are the most adaptable and versatile format in the category. They can be consumed directly, diluted, blended into functional beverages, or layered with other actives for targeted effects. They also allow for modular formulation, combining multiple bioactives in a single matrix, making them inherently multipurpose. It’s the breadth of applications this adaptability enables, combined with scientific rigor, formulation flexibility, and consumer resonance, that positions liquids as the most forward-looking format in our field.
Global Momentum and Market Dynamics
Asia-Pacific continues to dominate the global nutricosmetics market, accounting for nearly 45% of total category spending, with liquids leading as the preferred format. In this region, beauty elixirs and collagen shots have long been part of daily rituals: sipped like coffee or blended into social wellness routines.
North America is rapidly catching up, driven by Gen Z’s embrace of functional wellness shots and beauty beverages that fit seamlessly into fast-paced, health-conscious lifestyles. Europe, meanwhile, remains science-forward but still lags in format innovation, with much of the market anchored in capsules and powders.
From a business standpoint, the data is compelling. Liquid nutricosmetics achieve monthly retention rates of around 60%, compared to quarterly repurchase cycles typical of dry formats. The revenue implications are significant: a €35 ($40) liquid bottle, used and rebought monthly, translates into €360 ($417) in annual consumer value. This is three times higher than a standard pill pack.
As flavor science, shelf stability, and sensory experience become the new frontiers of differentiation, an oligopoly is beginning to emerge. Only a select group of manufacturers possess the scientific rigor and production capability to deliver high-performance liquids at scale. And TOSLA is among those leading the charge, setting benchmarks for taste, technology, and trust in the next era of beauty-from-within.
From Bathroom Shelf to Lifestyle Statement
Today’s wellness rituals are not private acts, but they’re shared experiences. Consumers are “drinking their skincare” and crafting their own functional drinks the same way they’d mix a cocktail or enjoy a drink in a social setting. The modern wellness moment is as much about self-expression and community as it is about self-care.
This cultural shift signals a broader lifestyle movement. Beauty is now social currency: something to sip, share, and celebrate. The brands that thrive in this landscape are those blurring the lines between function and culture, crafting products that fit seamlessly into real life, products that allow personalization, social sharing, and content creation.
For inside-out beauty, that means not just promising radiant skin, but delivering whole-body wellness: longevity, immunity, mental clarity, stress resilience, and much more.
Next: The Future Is Holistic
Consumers are increasingly aware that outer beauty reflects inner health. Yet many brands still treat the skin as a surface to be corrected, rather than a mirror of systemic well-being. The data (and demand) suggest it’s time to evolve.
The future of skin and body care is holistic, habit-forming, and multisensory. It’s not about quick fixes or isolated routines.
In this new era, partnerships between science-driven manufacturers and culturally attuned brands will define category leadership. By aligning formulation integrity, sensory delight, and clinical validation, beauty brands can transcend product status and become part of consumers’ daily identities.
It’s no longer a question of whether inside-out beauty will expand. The real question is why some brands are still hesitating to adopt it. What’s holding them back from growing their businesses?
At TOSLA, partners bring bold ideas, and the company provides the tools to make them happen.
