A new trend in the beauty industry - cosmetics you can drink

And while skincare used to be associated with jars on the shelf, today it increasingly starts with a cup.

According to Harper's Bazaar India, elsewhere in the world, there is a growing interest in so-called "ingredient cosmetics" that can be drunk. These products promise not just an external effect, but an effect on the skin from the inside out - through the GI tract, the hormonal system, and even the nervous system. Both manufacturers and consumers are increasingly talking about a holistic approach to beauty.

From Ayurveda to Biotechnology

"Our culture has always been about 'drinking skincare,'" says Elizabeth Issac, founder of the brand Gunam Beauty. - Now there's just a greater demand for proven efficacy."

Her Golden Glow Blend drink combines turmeric, saffron, and trikatu with modern actives like glutathione and mushroom extracts. This formulation combines ancient traditions with modern requirements for bioavailability and scientific verification.

Diksha Rajani, founder of the Be. brand, emphasises: "A topical remedy works with the surface of the skin. A drink works with the foundation."

Her product Be. Sexy contains marine collagen, vitamin E, and 500 mg of glutathione per serving. Effectiveness is key, she says:

"If we say this drink works as a skincare, it has to produce results on the skin."

The new frontier is hormones and stress

Modern beauty drinks aren't just about glow and moisturizing. Many of them aim to tackle inflammation, hormonal imbalances, and chronic stress - causes that dermatologists believe are at the root of acne, dryness, and irritation.

Ashmita Venkatesh of Amiy Naturals offers not just cosmetic benefits, but therapeutic benefits. Her Acne SOS product is a drop based on vyaji leaf and adaptogens (neem, manjishta) created using cryo-extraction technology.

"We have achieved an 82 per cent reduction in inflamed acne elements in a fortnight," she claims.

Malvika Jain of the brand Sereko emphasises on the psychosomatic component: "Stress shows up on the skin before it even shows up on the calendar."

Her Skin Clearing Syrup has adaptogens and cortisol-reducing ingredients.

"We're not just treating acne, we're calming the nervous system," she explains.

Matcha is not just a trend, but a therapy

The matcha drink has long been a symbol of conscious living, but now it has a prominent place in skincare too. According to Pratishtha Rawat, founder of Glow Glossary, their matcha is a first harvest product from Japan's Shizuoka Prefecture. It is rich in EGCG (epigallocatechin-gallate) and L-theanine, substances that reduce inflammation and improve concentration.

"Customers describe it as therapy in a cup," she says.

The science backs this up: EGCG helps fight oxidative stress and age-related skin changes, while L-theanine stimulates brainwaves associated with states of calm and focus.

Expert Opinion

"Ingredients taken internally will not replace a complete treatment, but can enhance its effects," explains dermatologist Bindu Stalekar, founder of Skin Smart Solutions. She emphasises that problems such as inflammation or dryness often have internal causes: "Collagen, probiotics and adaptogens are particularly important here.

At the same time, the expert urges to be discerning: "It is important to look at the composition, verified dosages and avoid obscure 'speciality formulas'. Synergistic combinations, such as collagen and vitamin C, are effective.