Beauty meets confectionery: A growing trend in functional wellness

The functional beauty confectionery market is driven by the growing demand for products that blend beauty benefits with indulgent, enjoyable experiences.

In 2022, Euromonitor International​ ​confirmed that with the rise of holistic beauty and wellness, consumers want to improve their wellbeing and appearance via internal and external products. Functional beauty in food products has emerged as a growing trend.

According to Statista​, in 2023, the global functional and natural health food market was valued at $23.5 billion and is expected to grow to $38.5 billion by 2033. Seasonal self-care trends incorporate health, food and beauty, with all three sectors influencing each other.

We’ve seen how ​functional confectionery​, such as sweet protein sources, added fibre, gut health and plant-based content, is rising in appeal among health-conscious consumers.

Certain formats like jellies and gummies are also getting a marketing makeover that communicates function, fun and beauty. “Gummies infused with collagen, biotin, and hyaluronic acid have become the go-to supplements for beauty-conscious individuals,” says Ehrin Ziccardi, Founder of Beauty Anthologie. 

Indulgence that supports feeling and looking good​

Now, confectionery that combines beauty and function is increasing in popularity. Beauty benefits are becoming more of a formulation favourite in the confectionery sector. It combines permissible indulgence, premium confectionery products and functional beauty marketing.

“There are many factors, including immediacy and ease, that contribute to the rise in edible beauty products,” says Ziccardi. As consumers seek innovative alternatives to traditional applications and/or additional self-care benefits, many are finding that they prefer the simplicity of nourishing their skin from the inside.

Consumers can tap into luxuriating and sought-after beauty trends while eating their favourite sweet treat. By adding convenience through on-the-go snacking, manufacturers can

tap into functional, luxury and self-care trends.

“We are seeing an increase in the appeal of ‘beauty-from-within’ solutions, offering radiant skin, stronger nails, and shinier hair in convenient, tasty formats, only amplified more by social media influencers and celebrities across platforms,” Ziccardi adds.

Food processing brand Syntegon, which produces these in various flavours, colours and shapes, has seen how they have grown in recent years. These incorporate several nutritional components, including collagen, CBD, minerals, vitamins and omega-3, that can provide beauty benefits for the hair, skin and nails.

To keep up with the functional beauty trend, manufacturers are exploring creative ideas to bring beauty benefits into their confectionery products, launching integrated system solutions and advanced technologies.

Collagen remains a favourite​

“Innovation will continue to fuel this market, with advancements in plant-based and marine collagen catering to vegans and those seeking sustainable options,” says Neil Petrocelli, Founder of Beauty Anthologie.

Nutritional supplements, often formulated in hard tablet form or gummies, have crossed over into food products and confectionery. As dosage forms of supplements have become more familiar and acceptable to consumers, functional sweets have become popular as oral dosage forms of these supplements.

“At the forefront is collagen, whose renaissance at the top of the beauty spectrum continues unabated,” highlights Petrocelli.

Global beauty brand Bobbi Brown made the crossover into food, specifically confectionery, with its Beauty Bites collection. The product range comprises functional gourmet chocolates formulated with biotin, collagen and hyaluronic acid. Featuring popular beauty ingredients in chocolate treats, it’s designed to support skin, hair and nail health via indulgent consumables.

Novel flavours, ingredients and textures​

Raw chocolates with beauty claims are a popular choice for confectionery shoppers, drawing on the health claims of this particular type of unprocessed cocoa. Gourmet chocolate brand ​Vosque Haut-Chocolat states​ ​that due to cacao’s flavonoid variants, raw chocolate can help reduce blood pressure, improve blood flow to the brain and heart and prevent blood clots.

Raw cocoa beauty brand Keto Chocolate has released its Cocoalicious Hair Selenium + Biotin sweet product, marketed as chocolate for hair lovers. The 40g functional beauty chocolate bar contains naturally occurring antioxidants such as polyphenols and flavanols from cocoa, biotin and selenium.

With cacao often marketed as a superfood, it bridges the food, health and beauty sectors. Sugar-free indulgence and antioxidants as beauty-benefitting ingredients also tap into these industry trends. Brands that lean into exciting flavours and multiple textures in one product can appeal to consumers looking for novel, sensory experiences.

Antidote Chocolate has launched its sugar-free, 100% cacao bean-to-bar chocolates with antioxidants. Its chocolates have been designed to deliver flavour without bitterness and provide “experiential escapes”, including ingredients like anise and savoury sun-dried tomato, Kakia with coffee, cardamom and Artemis.

India’s psychodermatology brand Sereko has released its chocolate-flavoured chewy candy tablets. The brand targets health needs beyond traditional nutritional supplements, moving into beauty. These are designed to restore the skin barrier and lower stress and anxiety.

“As personalisation continues to gain traction in beauty and wellness, brands can further expand their offerings by tailoring confections to meet individual beauty needs, such as anti-ageing, hydration or acne treatments,” Petrocelli predicts.