UK Supplement Trends — September 2025: beauty steps forward

Part of The Formulation Index, Supplement Factory’s monthly read on what UK brands are actually briefing us to make.

September was a reset. The extraordinary vitamin spike of August deflated, with Vitamin C falling thirty-three points as the wave of comprehensive multivitamin briefs passed. The base settled back to a familiar level, Calcium and Magnesium level at 29%, but the more telling movement was what rose as the vitamins receded.

Ingredient in focus: Collagen

Collagen climbed to 23% of all quotes, one of its strongest showings and an early sign of a trend that would build for the rest of the year. Beauty-from-within has moved from a niche to a structural part of UK demand, and Collagen is its anchor active. What makes it significant for a brand is that it rarely sits alone: it pulls in supporting actives like Hyaluronic Acid, Biotin and Vitamin C, and it suits formats, powders, sachets and liquids, that carry a premium. September was the month beauty stepped out from behind the multivitamin and started to lead.

What else moved

Green Tea Extract rose to 21% and Choline to 15%, the metabolism and cognitive themes quietly gaining. This is the texture of a healthy market: as one wave recedes, the next set of functional actives is already building underneath it.

What it means for brands

September’s message is that beauty-from-within is not a seasonal spike but a standing category, and Collagen is the way in. If you are considering the space, the opportunity is in the surrounding cast: a Collagen base is expected, so the differentiation comes from the actives you pair it with and the format you choose to justify a premium. Beauty buyers pay for experience as much as ingredient, and the format is part of the product.

With the base reset and beauty rising, the market turned toward the season that shapes the back half of every year: winter, and the immune build that comes with it.

The Formulation Index is built from Supplement Factory’s own formulation quotes, actives only, each ingredient counted once per quote. Explore the live Index →