Lip plumpers, collagen and more: How is Ozempic boosting a new beauty market

Weight-loss drugs such as Ozempic are changing more than just consumers’ waistlines, also reshaping the beauty industry. As the use of GLP-1 medicines including Ozempic and Mounjaro grows, companies are racing to cash in on the new needs emerging among users.From protein-rich foods and drinks and collagen supplements to face fillers and plumping make-up, brands across the beauty and nutrition sectors are rolling out products aimed at consumers dealing with the effects of rapid weight loss.GLP-1 medicines are prescription drugs used to treat type 2 diabetes and support weight loss. Their use can result in rapid loss of body fat, along with distinct reductions in protein and fibre, prompting companies to develop products that can help fill these nutritional gaps.

Emerging beauty gaps

The beauty industry is also seeing opportunities in the changes linked to rapid weight loss. Sugar Cosmetics and HUL’s Lakme are promoting plumping, non-invasive make-up options positioned as alternatives to procedures such as lip fillers.Radhika Ghai, founder of premium cosmetics e-commerce platform Kindlife, said the growing use of GLP-1 drugs was creating a new source of demand for beauty products.“This is the biggest new demand driver beauty has had in a decade, and it’s coming out of a pharmacy, not a trend cycle,” Radhika Ghai, founder of premium cosmetics e-commerce platform Kindlife told ET.“When people lose weight this fast, the medication takes facial volume, skin elasticity and hair along with the fat, so everyone who starts a GLP-1 eventually becomes a customer for a very specific set of products, such as barrier repair, collagen-support skincare and firming body care. What makes this different is that demand grows with the patient base, instead of fading with the season.”

Nestle, Tata Consumer eye nutrition opportunity

Nestle India is seeking to address nutrition gaps among people undergoing GLP-1 therapy. The company’s India unit said it is working with Dr. Reddy’s Laboratories through their joint venture to bring multiple products to the market for this group.“The joint venture between Nestle Health Science and Dr. Reddy’s Laboratories has taken a significant step in this space with Celevida GLP+ (a nutrition supplement) for people undergoing GLP-1 therapy,” a spokesperson told ET.Tata Consumer Products is also preparing products for consumers using GLP-1 medicines. Managing director Sunil D’Souza told ET in July that the company was considering waters and snacks containing protein and fibre to help people manage the side effects of weight loss by supplementing their food intake.“We are working towards how to play in this space where, because of increasing consumption of GLP-1 products, people consume less protein, fibre, prebiotics and probiotics. We are not looking at reducing portion sizes. Instead, over the next 60 days, we will start entering multiple foods and beverages categories to manage weight loss side effects, where consumers are looking to supplement their food intake,” he said.