Beauty food: Herbalife expands nutricosmetics market with Malaysia the latest to retail collagen product
The collagen powder, first launched in Taiwan and Hong Kong, is already sold in at least five other APAC markets, with the addition of China, South Korea, Singapore, Thailand, and Vietnam.
In these markets, the product is known as the Beauty Powder Drink or the Collagen Body Beverage.
Aside from providing 5,000mg of hydrolysed fish collagen, the product also contains vitamin C to support the development of collagen, provide antioxidant protection, and vitamins B2, B3, B6, biotin, zinc, copper, and co-enzyme Q10.
The orange-flavoured product claims to enhance skin elasticity and strength by drinking 10g of the powder dissolved in water once daily.
Botanicals such as ginseng and wolfberry are also added for anti-ageing effects.
The nutricosmetics, retailed at a recommended price of RM$293.84 (US$71), is said to complement the company’s existing topical skincare portfolio, Herbalife SKIN, which consists of products made based on botanicals, vitamins, and minerals.
"The Herbalife Collagen Plus Powder is a great addition to our health supplement range in Malaysia and we foresee that the product will be well received by adult consumers who want to attain healthier skin.
“Herbalife Nutrition is mining its expertise in nutrition to satisfy rising consumer demand for new innovative skin care products,” said Adam Pineda, vice president - marketing, APAC, on the reason expanding the markets that were selling the beauty-from-within product.
Specifically, consumers are taking a more holistic approach by incorporating vitamins and supplements as part of their beauty routines and overall well-being, Pineda said, citing a 2019 Euromonitor report.
“We see a continuous trend where consumers are taking care of their appearances to minimize effects from environmental stressors and maintaining healthy, youthful skin as they age,” Pineda added.
MLM and nutricosmetics
While general nutrition is the focus of most MLM firms, like Herbalife, a number of them have also included nutricosmetics into their portfolio.
For Amway, it has launched capsules containing collagen and hyaluronic acid which are developed using freeze dried technology. The product is sold under its beauty and cosmetic brand Artistry.
It also owns the beauty brand TRUVIVITY which also sells nutricosmetics such as Oxibeauty containing copper and the proprietary PhytoVibrant complex of aronia berry and sage.
The product is said to serve as a protective buffer from free radicals.
Usana, on the other hand, has CellSentials, a mineral and antioxidant-based product for cellular health, as well as Proflavanol C100, a grape-seed extract and vitamin C product for supporting collagen formation under its skin health portfolio.
