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Nutritional Serum Market - Type, By Skin Type (Dry skin, Oily skin, Normal skin, and Sensitive skin), By Price, By End User, By Distribution Channel Forecast 2024 – 2032

  • Report ID: GMI10058
  • Published Date: Jun 2024
  • Report Format: PDF

Nutritional Serum Market Size

Nutritional Serum Market size was valued at USD 5.5 billion in 2023 and is anticipated to register a CAGR of 5.6% between 2024 & 2032. The market growth can be attributed to the increased focus on physical appearance and increased availability of skin care products. Additionally, the spread of social media marketing by various dietary supplement manufacturers is expected to drive the market during the forecast period.

Nutritional Serum Market

Further, manufacturers and service providers increase social media marketing initiatives to promote their products globally. Due to the growth of social media users, it has become a popular platform for marketing offers. Consumers can interact with brands on social media platforms such as Instagram, Facebook and YouTube through advertisements, quizzes, surveys and forms provided by the manufacturer. These ads, quizzes, and forms provide information about consumer preferences and choices that can help manufacturers update supplements based on market demand. These benefits associated with social media advertising are expected to increase the adoption of social media marketing, which is expected to boost the growth of the market in the coming years.

Manufacturers are investing heavily in research and development to create innovative, affordable and environmentally friendly pure skin care products that are highly effective in maintaining skin health. Consumers are increasingly looking for skin care solutions tailored to their specific needs and concerns. Facial serums offer a targeted approach with concentrated formulations that can address a variety of concerns, from wrinkles and acne to hyperpigmentation and dryness.

For instance, in February 2021, Swissforce Pharma AG launched a new face serum that specifically targets fine lines and wrinkles. This newly launched serum contains a unique combination of 2% low molecular weight hyaluronic acid, collagen booster, retinol, collagen and sweet iris stem cells. The serum helps reduce wrinkles and lines and restore skin elasticity by tightening and firming the skin. Such product launches help cosmetic companies redefine their product strategies and help them serve consumers who are looking for skin care routines tailored to specific skin concerns and needs.

Nutritional Serum Market Trends

Advances in skin care technology have led to the development of innovative serums with ethically sourced ingredients, techniques, sustainable packaging and unique delivery systems. For instance, encapsulation technology protects active ingredients from degradation and ensures targeted delivery of optimal efficacy. For instance, in October 2023, Plum Goodness, an Indian beauty brand, launched a new range of hair care and beauty products including face serums, creams, sunscreens, moisturizers, lipsticks, sprays and monsoon hair care products. It is a facial serum with 2% encapsulated salicylic acid that contains pear extracts rich in amino acids and powerful antioxidants that help increase skin elasticity and strengthen the skin's protective layer.

Consumers are increasingly aware of the potential harmful effects of synthetic ingredients and are choosing serums with natural alternatives. As disposable incomes increase, especially in emerging economies, consumers may invest in quality skin care products such as facial serums. An increase in disposable income has created new markets and opportunities for natural and organic skin care products.

For instance, Bee Rx launched a new line of clean label and natural cosmetic skin care products in Canada for Taro Pharmaceuticals Inc., a Canadian manufacturer and supplier of prescription and over-the-counter and dermatology products. Bee Rx's range of skin care products include anti-aging face serums, lip firming serums and anti-aging eye serums. The company uses 100% natural ingredients, including kanuka honey from New Zealand and natural bee venom.

Nutritional Serum Market Analysis

Nutritional Serum Market Size, By Type, 2021 – 2032, (USD Billion)

The market by type is segmented into Vitamin serums, Antioxidant serums, Hydrating serums, Exfoilating Serums, Anti-Aging serums, Brightening serums, Anti-Acne serums, Oil Control Serums, Skin-Tightening Serums, and Others. In 2023, the vitamin serums segment dominated the market, generating a revenue of USD 1.16 billion. This segment is projected to reach USD 1.96 billion by 2032. Consumers are increasingly looking for skin care products, including serums, that contain natural and pure ingredients. Concerns about skin sensitivity, environmental impacts and general health awareness are driving this trend. Vitamins from natural sources, such as plant extracts and herbal ingredients, are particularly preferred.

Growing urbanization and environmental concerns are fueling increasing demand for serums infused with vitamins and antioxidants to help protect the skin from environmental aggressors such as pollution, UV rays and free radicals. For example, vitamins C and E are effective antioxidants that neutralize free radicals and support the protective function of the skin. Vitamins are important in skin care products that aim to prevent aging and improve the skin. Vitamin A derivatives (retinoids) and vitamin C are particularly popular for their ability to promote collagen production, improve skin texture, reduce lines and wrinkles, and fade hyperpigmentation. Formulas that combine multiple vitamins are also gaining traction for comprehensive antiaging benefits.

Nutritional Serum Market Revenue Share, By Distribution Channel, (2023)

Based on the distribution channel the nutritional serum market is categorized into online and offline. Online segment dominate this market, accounting for 63.9% of the market share in 2023, and are projected to reach USD 5.53 billion by 2032. The demand for nutritional supplements through online distribution channels has increased significantly during the COVID-19 pandemic. To increase the reach of their products, companies collaborate with e-commerce platforms and focus on digital distribution channels.

Additionally, several companies have websites that help them distribute and sell skin care products in the industry. Industry players are using their digital presence to increase their brand visibility in the market. Several players like Amway offer discounts, coupons, coupons and skin care supplement packages on their websites. The promotional efforts of such companies through digital platforms such as websites and e-commerce platforms are expected to increase the sales of skin care supplements through online platform.

Asia Pacific Nutritional Serum Market Size, 2021 – 2032, (USD Million)

Asia Pacific emerged as the dominant segment, holding a share of more than 41.4% of the total market in 2023. Asia Pacific's middle-class population is growing, increasing the demand for high-quality facial care products. There are different ethnicities and skin types in the region, which leads to different skin problems. Sun damage and hyperpigmentation are common in Southeast Asia, while dryness and aging are common in Japan and South Korea. As a result, there is a growing demand for multi-tasking face serums that address these issues.

North America: In terms of country, US is dominating the North America nutritional serum market with revenue of around USD 895.4 million in the year 2023 and expected to reach around USD 1.40 billion by 2032. American consumers increasingly prefer skin serums made with natural and pure ingredients. Ingredients like plant extracts, plant-based antioxidants, vitamins from natural sources like fruits and plants, and pure formulations without harmful chemicals like parabens, sulfates, and phthalates are increasingly popular.

Brands are responding by ensuring transparency in ingredients and promoting sustainable practices. There is significant demand in the US market for nourishing serums that address anti-aging concerns such as fine lines, wrinkles and skin firmness. Vitamins such as vitamin C (ascorbic acid), vitamin A derivatives (retinoids) and vitamin E are popular ingredients known for their antioxidant properties, collagen-boosting properties and ability to improve skin texture and tone. Brands continue to innovate with advanced formulations that combine multiple vitamins and targeted ingredients for holistic anti-aging benefits.

Europe: In terms of country, UK is dominating the Europe nutritional serum market with revenue of around USD 252.9 million in the year 2023 and expected to reach around USD 355.6 million by 2032. British consumers are increasingly looking for personalized skincare solutions tailored to their specific skin concerns, preferences and lifestyle. Brands use technology, online surveys and data analytics to provide personalized recommendations for nutritional serums. Customizable skincare routines, subscription services and virtual consultations enhance the shopping experience and foster long-term customer loyalty.  

Asia Pacific: In terms of country China dominated with the overall market share of around 22.3% in the Asia Pacific nutritional serum market. Chinese consumers are attracted to skin care products with advanced formulations and innovative technologies. Popular options are nutritional serums enriched with vitamins (such as vitamin C, vitamin E), hyaluronic acid, peptides and plant extracts. Brands invest in research and development to introduce serums that deliver targeted benefits, improve skin texture, and effectively address specific skin care concerns.

The digital transformation of skincare retail is prominent in China as consumers increasingly purchase nourishing serums through e-commerce platforms, social media and mobile apps. Online beauty influencers, live streaming events and virtual trial technologies play an important role in educating consumers, building brand awareness and increasing sales of skin care products, including serums.

Chinese consumers increasingly prefer skin care products made with natural ingredients and pure formulations. Enriched with plant extracts, traditional Chinese herbs and organic ingredients, the nourishing serums appeal to consumers looking for gentle yet effective skin care solutions that align with holistic wellness practices. Regulatory overview The Chinese skin care market continues to evolve, with strict requirements for product safety, ingredient testing and labeling. Brands must comply with rules set by the China Food and Drug Administration (CFDA) to ensure product performance, safety and consumer trust. Adherence to regulatory standards and transparency of product claims are critical to building consumer trust in China.

Nutritional Serum Market Share

Nutritional Serum Market  Company Share Analysis (2023)

The global nutritional serum industry is highly fragmented in nature with prominent players operating in the market such L'Oréal Group, Johnson & Johnson Services, Inc., The Procter & Gamble Company, Shiseido Company Limited, and The Body Shop. These together hold a market share of 5% to 10%. While there are established companies with significant market share, there are also numerous smaller regional and niche manufacturers offering specialized eyewear. This creates a competitive landscape with diverse options for buyers. The market caters to various needs with different eyeglasses and sunglass types, such as safety glasses, safety googles, single vision, and bifocal, among others. This allows for specialization among manufacturers, further contributing to fragmentation.

Nutritional Serum Market Share

Major players operating in the nutritional serum industry include:

  • L'Oréal Group
  • Johnson & Johnson Services, Inc.
  • The Procter & Gamble Company
  • Shiseido Company, Limited
  • The Body Shop
  • Galderma S.A.
  • Amorepacific Group Inc.
  • KOSÉ Corporation
  • Clarins Inc.
  • Unilever plc
  • Beiersdorf AG
  • Estée Lauder Companies Inc.
  • Revlon Inc.

Nutritional Serum Industry News

  • In February 2023, Shiseido Asia Pacific entered into a distribution partnership agreement with Global SS Beauty Brands Limited, a subsidiary of Shoppers Stop, a major Indian fashion and beauty chain. The collaboration aims to strengthen Shiseido's presence in India by expanding the brand's reach. As part of the agreement, Shiseido Group will introduce its well-known makeup brand NARS Cosmetics in the second half of 2023, focusing on major cities in India.
  • In September 2022, L'Oréal USA announced that it has USD 140 million in a new Research and Innovation Center (RandI) in New Jersey, USA. The center focuses on beauty innovation in the skin, hair and makeup categories using green science and beauty technology. The RandI center is 250,000 square feet and would house more than 550 employees from the company's North American research and innovation division, including advanced product development and research and evaluation activities.

The nutritional serum market research report includes in-depth coverage of the industry, with estimates & forecast in terms of revenue (USD Million) and volume (Million Units) from 2021 to 2032, for the following segments:

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Market, by Type

  •  Vitamin serums
  • Antioxidant serums
  • Hydrating serums
  • Exfoilating Serums
  • Anti-Aging serums
  • Brightening serums
  • Anti-Acne serums
  • Oil Control Serums
  • Skin-Tightening Serums
  • Others

Market, by Skin Type

  • Dry skin
  • Oily skin
  • Normal skin
  • Sensitive skin

Market, by Price

  • Low
  • Medium
  • High

Market, by End Use

  • Men
  • Women

Market, by Distribution Channel

  • Online
    • E-Commerce
    • Company Site
  • Offline
    • Specialty stores
    • Pharmacy
    • Others (Departmental Stores, etc.)

The above information is provided for the following regions and countries:

  • North America
    • U.S.
    • Canada
  • Europe
    • Germany
    • UK
    • France
    • Italy
    • Spain
    • Rest of Europe
  • Asia Pacific
    • China
    • Japan
    • India
    • South Korea
    • Australia
    • Rest of Asia Pacific 
  • Latin America
    • Brazil
    • Mexico
    • Rest of Latin America
  • MEA
    • Saudi Arabia
    • UAE
    • South Africa
    • Rest of MEA


Authors: Avinash Singh , Sunita Singh

Frequently Asked Questions (FAQ) :

Global nutritional serum industry was valued at USD 5.5 billion in 2023 and is anticipated to register 5.6% CAGR between 2024 and 2032, driven by rising consumer awareness about importance of skin health and strong demand for anti-ageing products.

The online segment in the market is expected to reach USD 5.53 billion by 2032, led by pandemic-related e-commerce growth and digital marketing.

Asia Pacific nutritional serum market held 41.4% revenue share in 2023 due to the rising middle class and diverse skin needs, leading to high demand for targeted facial care products.

L'Oréal Group, Johnson & Johnson Services, Inc., The Procter & Gamble Company, Shiseido Company, Limited, The Body Shop, Galderma S.A. , Amorepacific Group Inc., KOSÉ Corporation, and Clarins Inc

Nutritional Serum Market Scope

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Premium Report Details

  • Base Year: 2023
  • Companies covered: 13
  • Tables & Figures: 176
  • Countries covered: 19
  • Pages: 300
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