Promotional Features
How beauty from within is unlocking healthy aging opportunities
Seeking solutions for healthy aging is an endeavour increasingly undertaken by a younger generation of consumers wishing to promote their future health and longevity.
Futureproofing aging, by protecting joints and maintaining skin and hair health, is high on consumer agendas and one of the key drivers behind the global anti-aging market. Predicted to grow to around USD$120 billion by 2030 with a CAGR of approximately 7.5% between 2022 and 2030, the burgeoning market represents healthy opportunities for manufacturers and formulators.1
The market is driven by both aging and younger populations, with the latter choosing to care for their skin, hair and mobility in order to stay healthy for longer and decelerate, or halt, the aging process. Early middle-agers, from 35 years and upwards, are actively exploring ways to prolong a healthy lifestyle which will allow them to continue exercising and remain active into their golden years.
Emerging from the COVID-19 pandemic, this younger demographic is experiencing increasingly busy lifestyles and environmental changes, leading to a variety of health issues. This is inspiring a growing awareness of their health and appearance, with a particular interest in beauty-from-within – that is to say, restoring health and youthfulness by way of supplements and functional ingredients. As these consumers take a more active approach to their diet and lifestyle, how can manufacturers tap into this growing market and expand their portfolios?
Amino acids from egg membrane
Amino acids are known as the building blocks of life, essential for human health across a range of functions. They combine to form proteins, such as collagen, a fiber-like structure which strengthens the skin and promotes healthy hair, among other benefits.
Naturally occurring compounds within the egg membrane – the thin film that separates the egg from the shell and is discarded when the chick hatches – consist mostly of protein (~85%), including collagen, elastin, glycosaminoglycans like glucosamine, chondroitin and hyaluronic acid, and a variety of amino acids – including all nine essential amino acids.
These amino acids offer versatile formulations for manufacturers in the health and beauty space, particularly those found in hydrolyzed water-soluble egg membrane (WSEM). The water-soluble property is key, as it further increases its potential for applications across a range of areas that consumers, including the younger demographic, are seeking.
The actives of egg membrane include:
Collagen - peptides that promote skin strength, elasticity, cohesion and firmness.
Elastin - protein which gives tissue the elastic tension and ability to resume its shape after stretching.
Glycosaminoglycans (GAGs) - including glucosamine, chondroitin and hyaluronic acid, these are vital polysaccharides which serve as structural components of connective tissue, interstitial fluids, and cartilage matrix.
Nine essential amino acids
Unlike other collagens on the market which typically lack tryptophan, Biova’s patented egg membrane contains all nine essential amino acids. Of these nine amino acids, eight have higher concentration levels than other sources of collagen; for example, compared with collogen derived from porcine, marine and bovine sources, Biova’s collagen contains over three times the amount of Valine, an essential amino acid which promotes muscle growth and tissue repair.
Beauty-from-within
A variety of amino acids are involved in the hair growth cycle and hair quality, affecting density, tensile strength, and shine: cysteine; methionine; lysine; glycine; arginine; tyrosine; glutamine; and proline. Methionine, for example, supports normal hair growth by helping to increase blood supply to the follicle and scalp, and is involved in collagen synthesis, which strengthens the hair shaft. Lysine, proline, and glycine are also involved in collagen production.
Aminos are also needed for healthy, supple skin. Proline, leucine, and glycine help delay the development of fine lines and wrinkles. Arginine and methionine help repair skin damage and histidine works in a similar way as an antioxidant to prevent damage by free radicals.
BiovaBIO® (Beauty-Inside-Out) supports overall skin health and offers proven nutrients to support the essential needs of the skin. It increases protection from free radical damage at the cellular level, a recognised cause of aging and reduces hair breakage. It has been shown to improve hair growth and reduce the appearance of crow’s feet in four weeks and improve the appearance of even skin tone in eight weeks*.
In 2019 a placebo-controlled study was undertaken to evaluate the impact of nutritional intervention on the appearances of hair, skin, and nails in healthy adults.2 Subjects, aged 35-65, took supplementation of 450 mg/d hydrolyzed eggshell membrane BiovaBIO™ for a period of 12 weeks, after which improvement in the appearance of hair and facial skin were noted.
Promoting joint health
A low protein diet is known to reduce growth and bone metabolism. Lysine deficiency may have an impact on the body’s intestinal absorption of calcium and on collagen synthesis.
A 2015 randomized, double-blind placebo-controlled study evaluated the effects of consumption of hydrolyzed water-soluble egg membrane (WSEM) on joint function in an otherwise healthy population experiencing chronic pain.3 Range of motion (ROM) and pain at rest and when physically active were assessed, tracked and scored. At the end of the 12-week period, consumption of WSEM was associated with improved ROM for neck, spine, hips, and knees, and ROM improvement for the dominant shoulder was highly significant. In addition, many aspects of physical functioning as part of daily living improved.
BiovaFlex® supports joint health across four key areas: reduction of lower back discomfort within 5 days; four-fold increase in activity levels and ease of performing daily tasks; mobility, with over 15% improvement in range of motion; and five-fold reduction in stiffness over placebo.* It is manufactured using a gentle process to achieve the optimal molecular weight, protein, collagen and elastin levels and to ensure the lowest possible scent, color and ash.
Patented processing methods
What makes Biova unique is its patented processing methods. The first separates the membrane from the shell at an exceptionally high level, leaving behind very little calcium (<1%). This in turn increases delivery format potential because the lack of non-dissolvable particles makes the ingredients water-soluble and allows manufacturers to formulate in multiple delivery formats, from capsules and powders to gummies/chews and effervescent, that would not otherwise be available or convenient.
Secondly, Biova uses a gentle base hydrolysis process that breaks down the tight protein matrix and makes the ingredient more easily digestible by the body. This ensures consumers will get the most out of each serving.
The raw product itself is sustainable, too. Biova sources membranes from unfertilized eggs that are used in food production and pulled from the waste stream as an upcycled ingredient, saving almost two billion eggshells a year from landfill. All of Biova’s ingredients are suitable for vegetarians, 100% made in the US, and as they are from sustainable sources, are ideal for consumers who care about health and beauty from the inside out, both their own and the planet’s.
Biova® BiovaBIO® and BiovaFlex® are trademarks of Biova, LLC
* These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.
References
1. Custom Market Insights Global Anti-Aging Market 2022-2030.
2. Kalman DS.; Hewlings S. The effect of oral hydrolyzed eggshell membrane on the appearance of hair, skin, and nails in healthy middle-aged adults: A randomized double-blind placebo-controlled clinical trial. J Cosmet Dermatol. 2020 Jun;19(6):1463-1472. doi: 10.1111/jocd.13275. Epub 2020 Jan 6. PMID: 31904175; PMCID: PMC7418556.
3. Jensen GS.; Lenninger MR.; Beaman JL.; et al. Support of Joint Function, Range of Motion, and Physical Activity Levels by Consumption of a Water-Soluble Egg Membrane Hydrolyzate. J Med Food. 2015 Sep;18(9):1042-8. doi: 10.1089/jmf.2015.0041. PMID: 26355952; PMCID: PMC4580304.
