Beauty is no longer skin deep, especially in the supplement space. At this year’s Vitafoods Europe, the lines between wellness, skincare, and science blurred further as supplement brands pushed the boundaries of what "beauty from within" really means.

From conversations with over 30 brands across 16 countries and four continents, one thing was clear: consumers want results they can feel and see. That demand is reshaping how brands formulate, market, and deliver beauty supplements in 2025. Here are the top seven trends leading the charge.

GLP-1 Inspired Beauty—From Waistlines to Jawlines: If there was one buzzword echoing through the halls of Vitafoods Europe, it was GLP-1—a hormone-based compound linked to appetite control and weight loss. While best known for its role in the rise of medications like Ozempic, its influence is moving into the supplement world.

What’s the beauty angle? As Frederic, founder of Purasana (Belgium), put it,“When people lose weight quickly, they worry about looking gaunt or tired. We’re exploring GLP-1 support products that preserve muscle tone and skin elasticity.”

Expect more dual-purpose supplements, blending metabolic support with collagen, hyaluronic acid, or adaptogens to combat sagging and dehydration.

Consumer searches are also tying GLP-1 treatments to premature aging, sagging, and skin dehydration, especially on forums like TikTok and Reddit. This positions collagen and elastin-supporting supplements as not just complementary, but essential, for anyone on a weight-loss journey who’s concerned about preserving their facial volume and youthful appearance.

Collagen 2.0—Smarter, Sharper, and Finally Specialized: Collagen isn’t going anywhere, but it's no longer a one-size-fits-all beauty solution. At Vitafoods Europe, the collagen conversation had clearly matured. Brands are moving beyond generic claims to offer specific collagen types for specific benefits, especially type I collagen for skin, hair, and nails, and type II collagen for joints. This shift is especially important in beauty, where clinical benefits and consumer trust must align.

“We’re seeing a huge push toward marine collagen and UC-II collagen for joint and skin health. Consumers are smarter now—they ask where it’s from and how it’s processed.” — Berglind, Kavita (Iceland)

The type matters, yet most consumers still don’t know it. According to the Future of Collagen Panel, 95% of online collagen conversations never mention the collagen type at all.

Expect more brands to emphasize source transparency, dosage accuracy, and ingredient pairings with co-actives like hyaluronic acid, vitamin C, or magnesium to support both bioavailability and perceived results.

“Consumers are asking: ‘What can I take with collagen to make it work better?’ Brands that can answer that with evidence and clarity will win.” — Future of Collagen Panel

Mushrooms Take the Spotlight in Beauty Adaptogens: Functional mushrooms—particularly lion’s mane, reishi, and chaga—are becoming the “new hyaluronic acid” for wellness-forward beauty brands.

“Each mushroom has its own function, and we focus on those that help with stress, immunity, and healthy aging, key issues linked to skin quality.” — Martin, MycoMedica (Czech Republic)

This trend rides the broader wave of beauty-adjacent adaptogens, where brands offer cognitive, hormonal, and anti-inflammatory benefits as part of inner beauty routines.

Gut-Skin Axis Goes Mainstream: Probiotics and postbiotics are moving beyond digestion. In 2025, they’re touted as must-haves for skin clarity, hydration, and glow.

“Consumers are asking for specific probiotic strains now, not just general blends. The gut-skin link is driving a lot of innovation.” — Madalina, Good Routine (Romania)

Brands are investing in specialized formulations that target skin sensitivity, acne, and even rosacea through microbiome modulation.

Form Factor Evolution—Beauty That’s Fun to Take: Powders and pills are no longer the only game in town. Beauty supplements are going experiential—think gummies, jellies, functional chocolates, dry shots, and dissolvable tabs.

“We see better compliance with formats people enjoy, like flavored jellies or chocolates with actives.” — Peter, Herbaland (Canada)

“Consumers want snacks that are enjoyable and functional. That’s where we come in with mushroom-enhanced chocolate bites.” — Cherie-Anne, Kairi Chocolate (Caribbean)

Packaging and delivery formats are becoming as much a part of the brand story as the formula itself.

Transparency as the New Luxury: Today’s consumers are label readers, supplement stackers, and health data trackers. They want to know the origin, form, and absorption rate of every ingredient.

“People are done with vague claims. They want traceability, clean labels, and European-sourced ingredients with high bioavailability.” — Nadir, Conalt (UK/Turkey)

For beauty brands, this means more storytelling around supply chains, sustainability, and ethical sourcing, not just clinical results.

Branding Lags Behind Innovation: A surprising insight from Vitafoods: many brands invest heavily in formulation, but forget to tell the story.

“We spend years perfecting the science… but sometimes we still struggle to explain that in a compelling way online.” — Dorota, Dwatro (Poland)

Despite the rise in competition, few supplement brands have mastered digital-first, emotionally resonant beauty marketing. Social content, UGC (user-generated content), and influencer strategies were mentioned, but rarely executed at scale.

The irony? As proven by the success of brands like Athletic Greens, lifestyle branding and clear messaging often make a bigger impact than ingredient lists.

Final Thoughts

Vitafoods 2025 made one thing clear: beauty is merging with longevity.

Whether it’s collagen for skin elasticity, probiotics for mood and glow, or GLP-1 support for metabolic balance, the new wave of beauty supplements isn’t about quick fixes—it’s about protecting beauty for the long haul.

Younger consumers, especially Gen Z, are already thinking this way. They’re looking for products that enhance how they feel and how they age. For brands, that means combining clinical-grade ingredients with clear storytelling, smart delivery formats, and digital experiences that resonate emotionally.

Those who can deliver on both ends—formulation precision and lifestyle resonance—won’t just sell more supplements. They’ll define the next era of beauty itself.