It recently launched the Swisse Nutra Cellular Beauty range at selected Guardian stores in Singapore.
According to Nick Mann, CEO for Asia, Australia & New Zealand of H&H Group, beauty supplements have become much more widely adopted in Singapore and across SEA, as consumers increasingly recognize that beauty extends beyond skincare.
“They take a more holistic approach to beauty, understanding that nutrition and wellness play an important role in supporting skin health. There is a shift from reactive to preventive beauty, where people are investing in their skin, hair and overall appearance much earlier,” Mann told NutraIngredients.
“Consumers are also getting more sophisticated. They are actively researching ingredients, looking for clinically supported formulations and seek for products that deliver visible results.”
From a marketing perspective, Swisse aims to inspire consumers to take a proactive approach to their well-being through education and meaningful storytelling, empowering consumers with the knowledge and confidence to make wellness part of their everyday lives.
“As consumers in SEA increasingly discover the health benefits from premium natural wellness products and as their spending power increases, the supplement and nutrition categories continue to thrive. Made-in-Australia is also a key selling proposition for all the Australian brands due to our highly regulated, high-quality industry.”
Mann shared that Swisse will focus on driving growth for its premium ranges, including magnesium glycinate products, beauty supplements, and products for detox and digestion, longevity, women’s hormonal health, men’s sexual health, and body composition.
He also revealed that the brand is experiencing “almost exponential growth” in Thailand, Indonesia and Malaysia, while Singapore, Cambodia and Mongolia remain very established markets where ultra-premium ranges like Swisse Nutra are expected to help premiumize its offerings.
“Moving forward, we see Vietnam, South Korea, and The Philippines as our next frontiers for growth.”
Appealing to both men and women
The Swisse Nutra Cellular Beauty range is powered by patented, clinically studied actives designed to support skin and hair at the cellular level.
For the Singapore market, the brand has introduced four products in this line that are targeted at both men and women.
For example, Cellular Skin Hydration contains Ceramosides, sodium hyaluronate, and ascorbic acid to boost deep hydration and help maintain skin structure.
In particular, Ceramosides are patented plant-based ceramides that act like the cement between skin cells to seal in moisture. In a clinical trial, it improved skin hydration by 23.4% and elasticity by 14.9% in 15 days, with results continuing to climb to +37.2% hydration and +36.6% elasticity by day 601.
The formulation for Cellular Hair Growth Women comprises the same hero ingredient as well as biotin and selenium to support healthy hair growth, strength, and density. A study showed that Ceramosides reduced hair shedding by up to 47.9% over 12 weeks, with a visible 14.7% drop in hair loss by week 8.
Cellular Hair Growth Men is claimed to nourish hair follicles and enhance hair growth and resilience due to its pumpkin seed oil, biotin and zinc content, while Cellular Skin Vitalise Men is formulated with HydroPeach ceramides and Verisol bioactive collagen peptides, together with milk thistle, nicotinamide and vitamin C, to support skin firmness, hydration, and elasticity.
In addition, research has shown that Verisol could reduce the appearance of eye wrinkles by 20% in four weeks.
Mann said that although women continue to be the key consumers of beauty supplements, as they have traditionally been more involved in skincare and beauty routines, one of the shifts that Swisse is seeing is the growing engagement of men in the category.
“Men now recognize that looking good is closely linked to feeling confident, and hence are taking a more proactive approach to support their skin and hair health.”
