Why are under 25s the key market for collagen beauty products?

As the most abundant protein in the entire human body, collagen is essential for health, wellness and beauty. Yet after the age of 25, collagen production levels start to decline.  

The results of numerous clinical studies have suggested that collagen supplementation may help improve ‘signs of aging’ by boosting skin hydration, elasticity, and dermal thickness. 

The global collagen for beauty market is currently experiencing significant growth. Sales of these products have benefited from the increased focus on longevity and holistic wellness in recent years.  

The rise of collagen supplements in the beauty industry  ​ 

These kinds of products have also benefited from plenty of promotion from social media influencers and celebrities promoting, which have fueled consumer interest.  

According to Mintel consumer data, 34% of beauty supplement users look for collagen in beauty supplements, making it one of the most sought-after ingredients. 

Mintel’s data also showed that 22% of adults who research ingredients that are used in the beauty/grooming products they buy associated collagen with giving long-lasting results, higher than other ingredients included in the research.  

“This association likely translates into consumer interest in collagen ingredients in beauty supplements,” said beauty and personal care research analyst Shiyan Zering.  

Who is buying collagen beauty products?  ​

With collagen-based beauty products currently having their moment in the sun, who is actually buying all of these products?  

According to Melissa Snover, who is CEO at Rem3dy Health, owner of the Nourished brand, many shoppers who buy collagen for beauty purposes are under the age of 25.  

“I have definitely noticed an increase in younger people incorporating collagen into their wellness routines,” Snover said.  

“It’s a growing trend that reflects how the younger demographic is becoming more proactive about their health, prioritizing preventative measures rather than waiting for visible signs of ageing or other concerns.”  

She explained that from our mid-20s, the body's natural production of collagen slows down and decreases by around 1-2% per annum.  

“Therefore, it's a good idea to supplement your diet with collagen supplements and collagen-rich foods from 25 onwards,” she said.  

Mintel’s data also showed that beauty supplement usage is skewed towards younger consumers, which the firm said is most likely driven by the heightened pressures of wanting to look good in the age of social media, leading them to seek comprehensive inside-out beauty solutions. 

Why are young people taking collagen supplements for beauty?  ​

Snover said that this shift is largely due to the rise in awareness of collagen’s role in maintaining skin elasticity, hydration, and overall skin health.  

“Younger consumers are also increasingly being influenced by social media creators and content, where beauty and wellness influencers often highlight the benefits of collagen supplementation,” she explained.  

“The focus on looking and feeling good, combined with the increasing availability of high-quality products, has made collagen a popular product for people in their 20s and 30s.” 

What are these consumers looking for? ​ 

Snover has also observed that younger consumers are drawn to convenient, tasty and innovative formats that fit into their busy lifestyles.  

“Many people are moving away from traditional pills, sachets or powders, which can often have an unpleasant taste, and preferring functional, easy-to-consume formats like gummies,” she said.  

“Sustainability and clean-label ingredients are also key factors in their purchasing decisions, aligning with their broader values.” 

She highlighted that not all collagen supplements are created equal and that some contain unnecessary ingredients, such as sugar, which can have a negative impact. 

A key point for Snover was to ensure that younger consumers understand the science behind the use of collagen, such as the importance of choosing the right type of collagen and making sure it’s paired with complementary nutrients to maximise its efficacy.  

According to Zering, when trying to capture younger shoppers in this sector, brands can look to their interest in the gym and protein, which appear as key topics when looking at social media posts from adults aged 18-34 about vitamins and supplements. 

“Brands can therefore target younger people’s active lifestyles, as collagen supports muscle health and recovery post-workout, but can also offer benefits for skin health during training and enhance beauty routines, especially since sweat can disrupt the skin barrier and lead to acne,” she said.  

How can beauty-from-within brands capture this demographic?  ​

Zering also highlighted that ‘treat’ formats are likely to appeal to younger consumers as a playful entry to the category.  

“Innovation in such formats will appeal, like Lemme’s Glow Lollipops, which are watermelon-flavored and claim to be formulated to help users 'glow from within', including both antioxidant vitamin C and collagen peptides,” she shared.  

She highlighted the growing interest in the concept of 'collagen banking': the process of stimulating collagen production and storing it for future use.  

“This method combines topical therapies, such as red-light therapy and microneedling, which stimulate collagen production, with ingestible MSM and collagen supplements for a comprehensive solution,” she explained. 

Social media discussions about collagen banking include posts about use of topical treatments alongside supplements, showing this increasingly strong consumer understanding of the ‘inside-out’ approach to skin care and beauty in general.  

“VMS brands can therefore partner with salons to offer collagen supplements alongside treatments,” Zering concluded.