Strategies for nutricosmetic marketing success: A Vitafoods Europe 2025 perspective

Nutraceutical supplements marketed for their beauty benefits, known as nutricosmetics or beauty-from-within supplements, have taken the world by storm. Odds are you’ve seen these ingestible beauty supplements in your local pharmacy. Improving the strength and shine of hair, revitalising skin and nail health, and helping consumers to achieve their ideal weight are just a few examples of their wide-ranging applications. 

There has been an explosion of beauty-from-within products — usually formulated from a short list of familiar, research-backed ingredients, like collagen or vitamin C. This limited selection of in-demand ingredients, alongside market saturation of branded products, has created a significant challenge. How can a new branded beauty-from-within ingredient cut through the noise in a crowded and competitive industry? The answer, of course, lies in clever and cognisant marketing. 

Ahead of Vitafoods Europe 2025, we share practical strategies for positioning your nutricosmetic ingredient to cut through the noise.

1. Leveraging industry insights for informed messaging

As with most industries, a stand-out marketing campaign for a nutricosmetic ingredient starts with excellent knowledge of your target audience and the industry landscape they operate in. Below are just a few priority trends for businesses operating in the beauty-from-within space that could feed into the messaging for B2B marketing campaigns.

More than skin deep

As the name suggests, beauty-from-within supplements work from the inside out in the form of oral supplements. These can directly repair damage and nurture beauty that is more than skin deep, aligning nicely with the wider end-consumer focus on optimised nutrition and holistic wellness. 

Celebrate inner radiance

The beauty industry is placing increasing emphasis on celebrating natural beauty. Alongside this, there has been a cultural shift in how ageing is perceived. When working on campaign messaging for a nutricosmetic, you could consider avoiding phrases such as ‘taming frizz’ or ‘turning back the clock’  for wording with a more positive focus that spotlights healthy ageing and unleashing inner radiance. 

Communicate proven science

Companies producing nutricosmetics need to combat scepticism from consumers, so they are seeking ingredient solutions that have been proven to deliver real beauty benefits. That’s why in the marketing for a branded ingredient, it is vital to effectively communicate any clinical trial results or other persuasive data that proves the product will deliver on its beauty claims.

Clean and natural

In today’s more environmentally aware and health-conscious world, there is increased demand for natural, sustainable ingredients. As a result, communicating any natural or environmentally-friendly elements in your branded ingredient can help to give your product a boost. Naturally, though, it is vital to make sure these claims can be verified and that campaigns don’t accidentally stray into greenwashing.

Don’t neglect end-consumer benefits

It can be tempting to focus on communicating formulation benefits, such as flowability or stability, and these are important. After all, an ingredient that can’t be formulated easily will create significant problems for R&D. However, marketing and business development leads in the B2B space will also be on the lookout for ingredients that can satisfy consumers down the line. Don’t forget to shout about it if your ingredient reduces unpleasant side effects, enhances taste, or otherwise contributes to an improved consumer experience.

2. Crafting memorable visuals

In addition to informing the messaging, an excellent understanding of the industry landscape will also empower a more impactful creative design. This will likely be the first element that gets noticed, so it must be both memorable and on brand. For the nutricosmetic B2B market, a luxurious look and feel with clear beauty cues is often the order of the day. Before launching full throttle into design, though, remember that you can’t stand out if you end up looking just like everyone else. The best way to avoid this is to know your competition. Ask yourself, what kind of creative visuals are other companies in your space promoting? Are there any novel approaches used by B2C beauty companies that could inspire more unique and eye-catching designs? 

3. Aligning with the buyer journey

Mapping out the buyer journey is another essential step to drive engagement and conversion down the line. An incredible campaign with amazing visuals and memorable taglines won’t go anywhere if the buyer journey is poorly understood and the wrong channels are being leveraged. Equally, a content audit may be needed to identify any gaps in the content funnel that will negatively impact marketing success.   

4. Bringing it all together with purpose 

A marketing campaign needs to form a cohesive narrative that is clear on what it wants the target audience to think, feel, and do. Getting there means following a simple recipe with unskippable steps. Mix together relevant and actionable insights into the industry landscape, stir in some competitor and product analysis, add a heaping teaspoon of creative genius, and let it cook. 

How Notch can help

Are you working to establish or refresh your nutraceutical brand? 

Notch’s skilled team of scientific writers, marketing experts, and ingenious creatives can provide full-service marketing support for nutraceuticals and nutricosmetics. Our capabilities encompass everything from strategy through to execution, including:

• Competitor and market analysis & surveillance
• Strategic and creative consultancy
• Product positioning, brand development, and brand positioning
• Messaging matrix development 
• Integrated campaign planning and execution 

Together, we can develop the brand positioning — or re-positioning, as the case may be — needed to turn the raw ingredients of today into the hero products of tomorrow.