Nutrition Business Journal

Will Glowelle Break Open the 'Beauty From Within' Category?



We slather on expensive creams, inject toxins into our foreheads and lie down under the knife in pursuit of the fountain of youth. But according to the makers of the new, drinkable dietary supplement Glowelle, the true path to healthy, beautiful skin runs straight through the stomach.

“There has been lots of research showing that certain nutrients, especially when used in combination, help to protect the skin from aging, but so far companies haven’t quite figured out how to bring this idea of ‘inside-out’ beauty to the consumer in a way that really connects with them,” Susan Beck, PhD, the nutritionist who formulated Glowelle for Nestle USA, recently told Nutrition Business Journal. “That’s what we are about to do. I believe Glowelle is going to break the category wide open.”

The new, $7-a-bottle “beauty drink” from the world’s largest food company—which launched in the United States last September—marks the latest addition to an obscure, but promising, “beauty from within” skincare market that has been percolating in the United States since the mid 1990s. First embraced by high-end skincare companies such as Murad and Perricone MD Cosmeceuticals—which both now sell dietary supplements for skin health—the beauty-from-within concept has since spawned the creation of everything from skin-health supplements sold exclusively through plastic surgeons and dermatologists to flavored waters, functional foods and even Gummi bears said to minimize the havoc Father Time can wreak on the skin.

Now, with the backing of Nestle with its new Glowelle drink—and with The Coca-Cola Co. and L’Oreal reportedly collaborating on a new beauty tea called Lumae—many believe the category may finally gain traction among American consumers. “It has been a very hot category in Asia and Europe and now it is coming to our shores,” said Suzanne McNeary, president of NutraGenesis, a functional food ingredient company that unveiled two new skincare supplement and functional food ingredients in spring 2008. “The beauty-from-within category is just starting to explode here in North America.”

NBJ explores the potential revenue impact Glowelle and other beauty-from-within products could have on the nutrition industry in our Natural & Organic Personal Care issue, which publishes later this month. To order a copy of the issue, subscribe to NBJ or request a 32-page sample issue of the journal, go to

If you’re an NBJ subscriber and you’re interested in reading more of NBJ’s coverage of the beauty-from-within market, please see:
Demand Builds for Beauty from Within
Avon Moves Wellness Products to the Core of its Catalog

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