Riding the wave of the latest trend in the beauty industry, nutricosmetics, top Italian brands of bottled water are going full on Hyaluronic Acid water as top-tier food supplement.

The term Nutricosmetics defines those products and ingredients that act as nutritional supplements to look after our skin, nails and hair natural beauty.

Working from the inside, they promote beauty from within. Such trend has been gaining momentum rapidly, as it perfectly fits into our modern culture. Today’s consumers are more careful than ever with the food they eat, its origins and sustainability and the true effects it has on human body. Optimizing the intake of nutritional microelements, people have an easy, daily access to products able to sustain our skin health, delay its aging and protecting it from the action of environmental factors.

Riding this new tide, many are the companies setting up new approaches to enter the market of HA-enriched foods. And while earlier this year the Chinese National Health Commission approved Hyaluronic Acid as food raw material, in the European Union it is still approved just as a food supplement.

And yet, that’s not stopping major players from betting on it…