Beverages are increasingly looking for new functional occasions to target at the same time as beauty products move in a more wellness-focused direction. This presents opportunity in the area where the two intersect, creating possibilities for teas, waters, and more that can promote consumers’ health in a way that also enhances their outer appearance and complements their existing beauty routines.
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As beverages move into new functional spaces, one area they will increasingly explore is beauty. This occurs not only because of wider beverage trends pushing them in new functional directions but also because the beauty industry is increasingly interested in the idea of beauty as a reflection of inner health. This presents an opening for naturally healthy beverages that can also add in some sort of beauty positioning.
The best strategy for beverages comes in combining hydration benefits with beauty-specific functionalities such as skin health as well as potentially adjacent functionalities such as digestive or sleep support. These combined products can address multiple aspects of beauty at once and provide a unique opportunity for beverages that topical products will struggle to reach.
Functional waters and herbal teas are taking the lead in the beauty beverages space because of their ability to blend hydration with additional functional benefits, but they are not the only formats with potential. Other beverage categories can potentially target these occasions as well, and some such as coffee have already done so. This can complement existing beauty products but it can also trade off, especially against products currently taken in ingestible supplement form.