'Inside out' trend takes hold as consumers seek health from within

Gut health, sleep and blood sugar functions diversify ingredient lineup

KGC leads inner beauty market with 'Innergetic' brand

KGC's Innergetic Antioxidant & Collagen and Antioxidant & Cleanse products [KGC]
KGC's Innergetic Antioxidant & Collagen and Antioxidant & Cleanse products [KGC]

South Korea's functional inner beauty market is expanding as the "inside out" trend — improving skin and overall health from within the body — takes hold among consumers. KGC, in particular, is leading the shift toward "multi-care" inner beauty products as it repositions itself as a total wellness company.

The domestic inner beauty market, valued at 500 billion won ($374 million) in 2019, is estimated to have surpassed 2 trillion won last year, according to Shinhan Investment Corp. and other sources cited Friday. The trend has also fueled K-wellness consumption among foreign visitors to Korea, with CJ Olive Young's annual sales to foreign customers topping 1 trillion won for the first time this year.

The ingredients and product types have also changed. Functional inner beauty foods featuring collagen, hyaluronic acid and probiotics have emerged, moving beyond simple vitamins, as consumers increasingly seek efficient, all-in-one solutions for multiple health concerns.

The first major trend running through the recent inner beauty market is metabolism and sleep health care, as demand grows for stabilizing bodily rhythms rather than just improving appearance. Amorepacific's Vital Beautie launched "Good Sleep GABA 365," which uses "L-glutamic acid fermented GABA powder," an ingredient individually recognized by the Ministry of Food and Drug Safety for improving sleep quality.

Another emerging trend is demand for internal "cleansing," reflecting a desire to flush out bodily waste and restore overall balance. A notable example is the "olive shot" cleanse — a mix of olive oil and lemon juice consumed on an empty stomach in the morning — which has become popular, particularly among people in their 20s and 30s.

Amid this gut health-centered multi-care trend, KGC's moves stand out. The company, repositioning itself as a total wellness brand, has introduced its inner care brand Innergetic, which offers health solutions spanning both inner and outer beauty based on the antioxidant properties of red ginseng.

KGC's recently launched Innergetic Antioxidant & Cleanse contains indigestible maltodextrin as its main ingredient, which can help support gut health and manage post-meal blood sugar levels. Its companion product, Innergetic Antioxidant & Collagen, uses low-molecular-weight collagen peptide GT as its core ingredient, which the Ministry of Food and Drug Safety has recognized for dual functionality in skin moisture and health. Both products come in a chewable jelly stick form that can be consumed without water, adding to their convenience.

"Inner beauty has firmly established itself as part of a daily wellness routine," a KGC official said. "Through our new Innergetic products, which maximize both convenience and functionality to address gut health, blood sugar and skin all at once, we aim to set a new standard in the global K-wellness market."


spa@heraldcorp.com