The ingestible beauty market is on a fast growth track, projected to more than triple in size over the next decade. According to InsightAce Analytics, the category is valued at $4.2 billion in 2024 and expected to hit $13.1 billion by 2034, driven by an 11.9% CAGR.
This growth reflects a broader shift in consumer behavior towards prioritizing products that support both appearance and internal wellness. iHerb’s new California Gold Nutrition BEAUTY line enters this space with a hybrid offering that leverages the company’s supplement expertise and targets the rising global demand for holistic self-care solutions.
Integrated formulation approach
“The development and launch of California Gold Nutrition BEAUTY is a direct response to several significant market trends and evolving consumer insights within the health and beauty landscape,” Lan Belinky, Senior Director of House Brands at iHerb, told us.
She cited three key drivers driving the strategic brand expansion: the rise of holistic wellness, consumer brand trust, and a demand for clean, transparent formulations. “This isn’t just about topical solutions anymore,” she explained, but “about supporting skin, hair, and nail health at a cellular level through nutrition.”
The Hair Multivitamins are “not just generic hair supplements,” she added. Developed in collaboration with Dr. Michael T. Murray and the iHerb Product Development Team, it includes 16 vitamins and minerals, plus proprietary gender-specific dermal complexes that “truly differentiate these internal formulations”, she said.
On the topical side, products like the Strengthening Hair Masque and Scalp Oil are designed to shield hair from environmental stressors such as pollution and heat styling. “This combined approach ensures comprehensive care,” said Belinky.
Global positioning, local strategy
With a presence in over 180 countries, iHerb is tailoring the BEAUTY line to diverse markets. “The beauty, bath, and personal care categories are incredibly popular across the globe, and we’re seeing strong demand for holistic self-care solutions in nearly every market we operate in,” said Belinky.
To strengthen the launch’s international appeal, the brand is leveraging its internal health expertise to better connect with local beauty cultures. “Our marketing and communication strategies are localized to reflect the unique cultural nuances and beauty priorities of different regions,” she explained.
House brands as a growth engine
As the global beauty market approaches $1 trillion, according to data from NIQ, house brands are increasingly important to iHerb’s growth strategy.
“Growing our house brands portfolio, particularly California Gold Nutrition, is absolutely critical to shaping our future growth strategy in beauty and personal care,” Belinky said.
She emphasized the alignment between supplement credibility and beauty expectations: “We’re not just adding products; we’re providing customers with an affordable option to premium products that are rooted in scientific rigor and stringent quality standards.”
Looking ahead, iHerb plans to expand the BEAUTY line into skin and body care. “Our strategy centers on exploring the synergistic potential between traditional vitamin, mineral, and supplement (VMS) ingredients and topical applications,” Belinky concluded.
