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From the Inside Out

Whoever thought pill popping and drinking would be touted as the latest beauty remedies? But they were in 2007.

Whoever thought pill popping and drinking would be touted as the latest beauty remedies? But they were in 2007.

During the year, cosmetics retailers and beauty manufacturers alike increasingly tapped the potential of “ingestible” products — pills and potions billed to enhance users’ appearance by improving their overall health.

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Among the most significant indicators of the emerging ingestible beauty trend was Sephora’s decision to introduce an in-store beauty concept focused on nutritional supplements and drinks in 27 of its 200 French stores starting in September. The perfumery’s spaces, known as “Healthy & Beauty” bars, stock numerous ingestible brands, such as Fushi, N.V. Perricone M.D. and Murad.

“Today, we think nutritional complements are indispensable to beauty,” said Natacha Dzikowski, global brand image director of Sephora France, in Paris, at the time of the launch.

Other retailers have jumped on the bandwagon as well. Britain’s House of Fraser is among beauty sellers showcasing ingestible products. And brands keep getting in on the action, too. In March, for instance, Paris-based Danone introduced France Essensis, a vitamin-rich yogurt, whose tag line reads “Nourish your skin from the inside out.”

Meantime, a veritable flood of waters boasting beauty benefits hit the market. Sip, a four-unit collection of nutrient-enriched beauty eaux was launched in the U.K. in April. Also that month in France, Vichy Célestins introduced Le Complexe Anti-Age, an antioxidant mineral water said to contain a daily dose of “anti-aging” apple and grape extracts.

“We are living longer and want to be healthier for longer,” said Agnès Jacquot, marketing director of Groupe Neptune, the Thiais, France-based maker of Vichy Célestins.

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As a category, oral beauty supplements are expected to generate sales of $1.16 billion in Europe by 2010. That’s a steep increase from the $767.6 million they rang up in 2005, according to London-based tracking firm Datamonitor.

And the ingestible beauty category is growing at a healthy clip in the U.S., where sales of oral beauty supplements were $741.9 million in 2005. Datamonitor forecasts their revenues will hit $1.17 billion countrywide by 2010.