The product is aimed in particular at Asian women who often look for ways to lighten their complexion, according to a spokesperson for AvailNaturals - the company behind the product.
Although the company is active in the vitamins, minerals and dietary supplements sector, the collagen and glutathione supplement is its first foray into the beauty from within sector.
According to the company, fish collagen is used in the supplement as it contains high levels of type I and type III collagen, those that are found in abundance in the skin.
Along with the collagen, AvailNaturals has also added vitamin C and glutathione.
According to the company, the glutathione has been included as it has been shown to be implicated in skin lightening.
The company detailed four potential mechanisms through which glutathione could have an effect on melanin production including a direct inactivation of the enzyme tyrosinase (a key enzyme involved in melanin production) and quenching the free radicals and peroxides that contribute to tyrosinase activation and therefore melanin formation.
Collagen big in beauty from within trend
Collagen is one of the key ingredients, particularly in Asia, of the beauty foods and supplements trend. The ingredient is ubiquitous in topical cosmetics products and this high level of consumer awareness may help it win market share in the beauty from within category.
According to a recent report from market research company Leatherhead Foods, collagen is one of the key ingredients in beauty foods and beverages (the report does not cover the supplements industry).
Along with the vitamins ABC and E, and aloe vera, collagen is one of the most commonly used ingredients in beauty foods and beverages, although Leatherhead’s report says the scientific background behind the use of these ingredients in skin health products is not well evolved.
Product areas for growth according to the report include soft drinks, including enhanced waters and dairy products.