Ten years ago, beauty was defined by what we applied to our skin. Today, the focus has broadened to what we consume. Ingestible beauty – once the domain of nephropathy and niche wellness circles – has become a multi-billion-dollar category transforming how we think about aesthetics, health, and beauty rituals. And Australia has emerged as one of its global power centres.
Yes, our bathroom cabinets are still lined with serums and sheet masks – and dermatologists remain our most trusted skincare authorities. But increasingly, the pursuit of beauty is happening from the inside out.
Consumers are pushing ingestible beauty into the cultural zeitgeist, making it one of the world’s fastest-growing beauty categories – and giving new weight to the idea that you are what you eat.
Why Ingestibles Are Booming
The category refers broadly to powders, liquids, capsule, and tablets containing ingredients such as collagen, vitamins, and minerals – products positioned to support common concerns when taken consistently, and designed to align with a more holistic, long-term approach to health.
Several cultural forces are fuelling the surge: growing interest in gut health, a stronger link between mental and physical wellbeing, and the expanding influence of celebrity-led wellness culture – from the earliest days of Goop to more recent additions like Kourtney Kardashian’s Lemme supplements and Elle McPherson’s WelleCo.
Globally, estimates place the ingestible beauty market between $5.1 billion and $13 billion, with projections reaching up to $14.4 billion by 2027. By comparison, Australia’s topical skincare market is expected to reach $5.8 billion by the same year, which highlights how significant the ingestible space has become.
Inside Australia’s Growing Obsession With Beauty Supplements
While the movement is global, the Asia-Pacific region is experiencing the fastest acceleration. According to Mordor Intelligence, shifting consumer priorities and the rapid adoption of health-focused routines are driving exponential demand – a trend that has created powerful momentum for Australian ingestible beauty brands, including Vida Glow.
Launched in 2014 by founder Anna Lahey and her husband, Kieran, Vida Glow was born from Anna’s discovery of collagen products in Japan during her early twenties. After struggling to find similar options in Australia, she set out to create an ingestible routine that felt simple, accessible, and compatible with everyday life.
“When I launched Vida Glow, the idea of beauty from within was still very new – especially in Western markets,” Anna tells marie claire. “I saw a gap between the way people were approaching wellness and the way they were addressing their skin concerns. Conversations were growing around nutrition, gut health and self-care – all signs that the beauty consumer was evolving.”
The Vida Glow Effect: How One Brand Changed the Category
More than a decade on, Vida Glow is now one of the world’s leading ingestible beauty brands. Its marine collagen range has become a global bestseller, with a product purchased every four seconds. Australia’s particular enthusiasm for the category – supported by strong local brands and a culture of wellness-led routines – has accelerated its rise.
For many consumers, Vida Glow played a role in shifting ingestible beauty from a specialised supplement regime to an approachable beauty ritual. By offering straightforward formats like powders and sachets designed to fit seamlessly into daily habits, the brand helped normalise a category that once sat outside mainstream routines.
“Daily rituals give consumers a moment of ownership over their wellbeing,” Anna shares. “It’s not just about looking good, it’s about feeling empowered through small, consistent actions. These routines become anchors in a busy life. When you integrate ingestible beauty into that ritual, it becomes a long-term investment in yourself.”
Another key driver of the category’s growth is consumer demand for high-quality, well-researched products.
“Women are more educated than ever about their skin and there’s been a mindset shift to being proactive rather than reactive,” says Anna. “They’re thinking about maintaining their skin’s longevity. As people become more informed, they’re now holding brands to a higher standard.”
“The feedback that moves me most is when women say Vida Glow has given them confidence. I’ve heard from women who’ve struggled with post-partum hair loss, people with stubborn acne, or customers preparing for their wedding… That emotional impact is what drives me.”
As beauty continues to converge with wellness, ingestibles now sit at the centre of a cultural shift: a move toward ritual, long-term consistency, and routines designed to support both aesthetic and holistic outcomes. For a category that began quietly on the fringes, ingestible beauty has become one of the defining movements of the decade – and Australia is helping lead the way
How To Shop Injestible Beauty Without The Hype
- Start with your GP or specialist. If you’re pregnant, breastfeeding, on medication, or managing a health condition, always check in with a doctor or qualified health professional before adding supplements.
- Look for transparent labelling. Seek out brands that clearly list their ingredients, source (for example, marine vs bovine collagen), and recommended daily intake.
- Focus on quality, not volume. More isn’t always better. Pay attention to dosage, sourcing and any quality or safety testing rather than simple chasing the longest ingredient list.
- Treat it as one part of a routine. Ingestibles are designed to complement – not replace – things like diet, SPF, good sleep, stress management, and evidence-based skincare.
- Be realistic about time frames. Most products are positioned around consistent, longer-term use. Think slow, ritualised habit rather than overnight transformation.
marie claire’s Vida Glow Picks:
We explored the Vida Glow range, created for real people who want simple, easy-to-use beauty essentials that fit into busy, everyday routines. Since 2014, Vida Glow has focused on ingestible beauty solutions, including its popular Natural Marine Collagen range, offering products designed to support a consistent beauty routine that works as hard as you do.
Always remember to consult your healthcare professional to determine the best solution for your individual needs, especially if you have underlying health concerns. And always read the label and follow the directions for use.
VIDA GLOW
Natural Marine Collagen Sachets – Blueberry
VIDA GLOW
Liquid Collagen Skin + Energy
VIDA GLOW
Pro Collagen+
VIDA GLOW
Natural Marine Collagen Powder
Remember to always read the label and follow the directions for use.
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