“The results are fascinating,” Bukobza says, “because they suggest that certain areas around our eyes may offer information about our internal health that isn’t apparent from simply looking at someone’s face.” There are important caveats, however. “The research is at an early stage, and detecting anemia is very different from measuring ferritin.” Indeed, haemoglobin measures the protein in red blood cells that carries oxygen, while ferritin measures the iron stored in the body. Ferritin levels can fall before haemoglobin levels, meaning someone can have iron deficiency without yet developing anemia.
The appetite for beauty-from-within products — from functional beverages that support gut health like Poppi, to drinkable skincare like Kylie Jenner’s K20 electrolyte brand — can be seen in their continuous rollout. According to Euromonitor International, 20% of dietary supplements launched globally since the second half of 2024 carry some form of beauty claim. Beauty-positioned supplements also grew by 6% in real terms in 2025, compared with 2% growth across the wider consumer health market.
“There has been a boom in supplement interest as more people become aware of what is happening inside the body, rather than just trying to conceal or treat what they see on the outside,” says Ingenious’s Ghatora. “Consumers are increasingly looking beyond topical products and thinking about how their health, nutrition, and lifestyle influence their appearance.”
For Ghatora, the next challenge is ensuring that the products entering this space are backed by credible science. “Consumers are becoming more ingredient-aware, and they want to understand what they are taking, why they are taking it, and whether there is evidence behind the claims,” he says. “Brands that prioritize transparency, appropriate dosages, and clinically supported ingredients will be better placed to build long-term trust than those relying on viral trends or exaggerated promises.”
There is also a risk that greater awareness encourages consumers to self-diagnose and supplement unnecessarily. “My biggest concern is when awareness turns into self-diagnosis and then unnecessary supplementation. Iron is essential, but taking additional iron when it is not needed can cause side effects and can even be harmful. It is also important to identify why someone’s iron levels are low rather than simply trying to correct the number,” Ghatora adds.
Despite the opportunities and risks, for Lee, it all signals a positive development in the kinds of questions consumers are asking. “What I do find hopeful is that the question itself has shifted from ‘what can I put on this?’ to ‘what is this telling me?’ It moves people from correcting themselves to caring for themselves,” she says. That doesn’t mean turning every change in appearance into a problem to solve, though. “Remember, your face is also allowed to simply be a face. Sometimes, tiredness is tiredness, and the honest advice is rest rather than a test result or a new product.”
