Skincare Nutritional Serum Market to Reach USD 5,790 Million by 2031 Top 20 Company Globally

The global skincare nutritional serum industry sits at the intersection of targeted actives, clean-label nutrition claims, and performance-driven beauty routines. Nutritional serums are formulated to deliver concentrated vitamins, peptides, botanicals, and nutrient complexes designed to address skin concerns such as aging, hydration, barrier repair and pigmentation. The category has moved from niche prestige shelves into mainstream retail and direct-to-consumer channels because consumers increasingly value targeted, evidence-based products that complement both topical and ingestible wellness routines. The market combines ingredient innovation (biotech peptides, plant-derived actives, and microbiome-supporting ingredients), premium packaging and an emphasis on sustainability and traceability, while production typically requires controlled-formulation facilities, cold-chain sensitive handling for some actives, and quality testing that raises average unit production costs relative to basic skincare items.

In 2024 the global skincare nutritional serum market size amounted to USD 3,859 million, and the category is forecast to grow at a compound annual growth rate of approximately 6% through 2031 reaching market size USD 5,790 million by 2031. At an average retail price of USD 35 per unit, total global units sold in 2024 are approximately 110,244,285 units. On a per-unit basis, applying a factory gross margin of 28% yields an average factory gross profit of about USD 9.80 per unit and an implied cost of goods sold of approximately USD 25.20 per unit. The COGS can be broken down across raw materials, packaging, labor, testing and logistics. A single line full machine capacity production is around 2,000,000 units per line per year. Downstream demand distribution by channel for the category in 2024 is dominated with retail and followed by department store , e commerce and medical.

Latest Trends and Technological Developments
Innovation in the serum category continues to accelerate along several fronts: biotechnology-derived actives (novel peptides and exosome-inspired formulations), microbiome-friendly serums, hybrid ingestible/topical positioning, and sustainable refillable packaging. A surge in interest for advanced actives such as exosome serums and biotech peptides was identified in trend analyses updated through mid-2025, with exosome serum search interest and launches rising sharply in 2024 to 2025. Cosmetic editorial and curated boxes continue to validate breakthrough launches: for example a curated beauty box and editorial features in mid-2025 highlighted new collagen-supporting and high-potency peptide serums among best-of-year selections (Allure, October 2025). Independent trend trackers also noted the rapid ascent of exosome and other next-generation actives in May 2025 analyses. In manufacturing and formulation, advances in microencapsulation, cold-chain-friendly stabilization and green solvent alternatives are lowering technical barriers for sensitive actives, enabling broader commercialization. These developments are accompanied by regulatory attention toward ingredient claims and safety testing particularly in export markets where ingredient lists and claim substantiation must meet local regulations.
Asia represents one of the fastest-growing and most dynamic regional markets for nutritional serums. The Asia Pacific skincare market is a large and expanding opportunity, powered by strong demand in East Asia (Korea, Japan, China) and rapid adoption in Southeast Asia. Consumers in Asia prize innovation, texture, and visible efficacy; K-Beauty influence continues to shape regional product design, layering strategies and the prioritization of brightening and anti-aging claims. The regions retail landscape is highly digitalized: social commerce, livestreaming and influencer-driven launches significantly accelerate product adoption cycles. Market intelligence shows Asia Pacific skincare growth and opportunity for premium actives, and specialist segments such as adjacent actives, peptides and microbiome-friendly serums are seeing disproportionate interest. Regulatory and ingredient registration requirements vary markedly across countries exporters and multinational brands must navigate Chinas registration pathways, Koreas standards, and ASEAN member states evolving cosmetics regulations.
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Skincare Nutritional Serum by Type:
Oil Serums

Gel Serums

Emulsion Serums

Others

Skincare Nutritional Serum by Features:
Anti Aging and Firming Serums

Brightening and Tone Correcting Serums

Hydrating and Barrier Repai Serums

Clean Label Serums

Others

Skincare Nutritional Serum by Packaging Size:
Mini / Travel Size

Standard Retail Size

Salon Size

Refill Cartridge

Others

Skincare Nutritional Serum by Application:
Male

Female

Unisex

Global Top 20 Key Companies in the Skincare Nutritional Serum Market
LOréal Group

Estée Lauder Companies

Shiseido

Procter & Gamble

Unilever

Beiersforf

Johnson & Johnson

Amorepacific Group

Coty Inc

Kao Corporation

LVMH

Deciem

Galderma

Natura & Co

SkinCeuticals

Henkel

Pierre Fabre

DSM Firmenich

Clarins

Proya

Regional Insights
Within Southeast Asia, the ASEAN market is expanding quickly, aided by rising disposable incomes, youthful demographics and mobile-first purchasing habits. Indonesia stands out as a high-growth market: national market studies and industry analysis reported double-digit year-over-year beauty sector growth in recent years, with beauty now outpacing broader FMCG growth and an especially strong appetite for skincare innovations and halal-certified lines. Indonesian consumers are highly receptive to K-Beauty and Korean/Western hybrid formulations adapted for tropical skin concerns; local brands are gaining traction by combining halal certification, locally relevant botanicals and strong social commerce strategies. Marketplace channels such as Tokopedia, Shopee and Lazada, plus local pharmacy chains and salons, form the backbone of distribution. For companies targeting ASEAN, success hinges on fast digital go-to-market execution, clear certification (e.g., halal where relevant), and localizing formulations and marketing to meet tropical climate and skin-tone preferences.
The serum segments key challenges include sustained pressure on ingredient sourcing (rare or biotech-derived actives command high and sometimes volatile prices), cost inflation for premium packaging, and heightened regulatory scrutiny on claims and novel actives. Supply chain constraints particularly for specialized active ingredients and fragile packaging can create capacity bottlenecks and extend lead times. Market fragmentation with many indie brands and frequent new launches intensifies promotional spend and shortens product lifecycles, increasing inventory risk for manufacturers and retailers. In Asia and ASEAN markets, companies must also manage local regulatory complexities, certification expectations (including halal for parts of Southeast Asia), and the need to demonstrate claim substantiation in local languages and dossiers. Finally, sustainability expectations are rising: consumers and retailers increasingly demand refillable systems, recycled content and responsible sourcing, which can raise upfront capex for producers.
Prioritize SKU rationalization with fewer, clearly differentiated high-margin serums rather than many low-volume SKUs; invest in claim-supporting clinical or instrumental data to underpin premium pricing and reduce returns and chargebacks; secure strategic supplier relationships for critical actives and secondary packaging; adopt flexible contract manufacturing partnerships to scale regionally without heavy fixed capex; and build omnichannel distribution playbooks that emphasize social commerce, clinician endorsements and performance guarantees in key Asian markets. Local regulatory and certification expertise in Indonesia and other ASEAN countries should be onboarded early to compress time-to-market. Sustainability measures that reduce packaging cost over time (refill systems, concentrate formats) can simultaneously meet consumer demand and protect margins.

Product Models
Skincare nutritional serums are concentrated formulations designed to deliver active ingredients directly into the skin for enhanced nourishment, hydration, and rejuvenation.
Oil serums are rich in lipids and vitamins that restore the skin barrier. Notable products include:
Midnight Recovery Concentrate Kiehls: A restorative night serum infused with lavender oil and evening primrose to repair skin overnight.
The Ordinary 100% Organic Rose Hip Seed Oil DECIEM: A pure cold-pressed oil rich in omega fatty acids and antioxidants for skin regeneration.
Vintners Daughter Active Botanical Serum Vintners Daughter: A luxury face oil combining 22 nutrient-rich botanicals to brighten and balance skin tone.
Clarins Blue Orchid Face Treatment Oil Clarins: Hydrates and revitalizes dehydrated skin using blue orchid and patchouli oils.
Sunday Riley Juno Antioxidant + Superfood Face Oil Sunday Riley: A nourishing blend of cold-pressed superfood seed oils packed with antioxidants.
Gel serums provide lightweight hydration and quick absorption. Examples include:
LOréal Revitalift Hyaluronic Acid Serum LOréal Paris: A plumping gel-serum enriched with pure hyaluronic acid for intense hydration.
Neutrogena Hydro Boost Hydrating Serum Neutrogena: Lightweight gel texture delivering continuous moisture with hyaluronic acid.
Clinique Moisture Surge Hydrating Supercharged Concentrate Clinique: A water-gel serum that instantly rehydrates dull and tired skin.
Innisfree Green Tea Seed Serum Innisfree: A refreshing gel serum that replenishes skin moisture using green tea extract.
Olay Luminous Niacinamide + Hyaluronic Super Serum Olay: Gel formula that brightens and hydrates with niacinamide and HA.
Emulsion serums combine the best of both worlds balancing moisture and nutrients for a smooth, non-greasy finish. Notable products include:
Shiseido Ultimune Power Infusing Concentrate Shiseido: An emulsion-like serum that strengthens the skins immunity and smooths texture.
Sulwhasoo First Care Activating Serum Amorepacific: A luxurious pre-serum that balances and nourishes with traditional Korean herbs.
Estée Lauder Advanced Night Repair Estée Lauder: A lightweight emulsion serum promoting overnight repair and renewal.
Lancôme Advanced Génifique Serum Lancôme: Boosts radiance and elasticity with probiotic fractions in a silky emulsion texture.
Chanel Hydra Beauty Micro Sérum Chanel: A water-light emulsion serum with camellia micro-droplets for long-lasting hydration.

The skincare nutritional serum market is a resilient, innovation-led category with meaningful growth potential anchored by premiumization, ingredient advances and digital distribution. Asia and Southeast Asia are priority regions: Asia offers technology adoption and high spend per capita on premium serums, while ASEAN supplies rapid expansion and digital-first purchasing behavior. Manufacturers and investors that secure ingredient supply lines, invest in substantiated claims, optimize production flexibility and adapt products to local regulatory and cultural contexts are best placed to capture the next phase of growth.

Investor Analysis
What to watch: unit economics, cost structure sensitivity to active ingredient prices, and production line throughput (typical modern line capacity in the range of several million units per line per year). How to act: prioritize assets that combine proprietary actives or exclusive supplier agreements, scalable contract manufacturing relationships (to avoid heavy capex commitments), and a proven omnichannel sales engine in high-growth Asian markets. Why it matters: the categorys mid-single-digit to high-single-digit CAGR combined with continued premiumization means companies with validated claim efficacy and scalable fulfillment can deliver attractive top-line growth with improving unit economics; exposure to rapid-growth ASEAN markets like Indonesia amplifies upside while digital channels reduce market entry friction. Investors should stress-test models for ingredient price volatility, packaging cost inflation, and regulatory delay risk when valuing targets.
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5 Reasons to Buy This Report
Obtain a 2024-anchored market sizing and growth trajectory tailored to nutritional serums.
Get region-specific insights for Asia and ASEAN, including Indonesia consumer behavior and channel dynamics.
Access manufacturing economics including per-unit COGS, gross profit data and a realistic production capacity benchmark per line.
Learn the latest formulation and go-to-market trends (exosome/peptide biotech, microbiome approaches, sustainability & refill formats) with dated trend references.
Receive strategic recommendations for supply-chain, regulatory and marketing actions that reduce launch risk and accelerate scale.
5 Key Questions Answered
What was the market size for skincare nutritional serums in 2024 and how many units were sold globally?
What are typical per-unit manufacturing economics (COGS, gross profit and gross margin) and COGS composition?
Which growth trends and new technologies are shaping product innovation in 2024 to 2025?
How do Asia and ASEAN differ in consumer preferences, regulatory requirements and channel mix?
What manufacturing capacity and downstream channel mix should a new entrant expect when planning regional expansion?

Chapter Outline
Chapter 1: Introduces the report scope of the report, executive summary of different market segments (by region, product type, application, etc), including the market size of each market segment, future development potential, and so on. It offers a high-level view of the current state of the market and its likely evolution in the short to mid-term, and long term.
Chapter 2: key insights, key emerging trends, etc.
Chapter 3: Manufacturers competitive analysis, detailed analysis of the product manufacturers competitive landscape, price, sales and revenue market share, latest development plan, merger, and acquisition information, etc.
Chapter 4: Provides profiles of key players, introducing the basic situation of the main companies in the market in detail, including product sales, revenue, price, gross margin, product introduction, recent development, etc.
Chapter 5 & 6: Sales, revenue of the product in regional level and country level. It provides a quantitative analysis of the market size and development potential of each region and its main countries and introduces the market development, future development prospects, market space, and market size of each country in the world.
Chapter 7: Provides the analysis of various market segments by Type, covering the market size and development potential of each market segment, to help readers find the blue ocean market in different market segments.
Chapter 8: Provides the analysis of various market segments by Application, covering the market size and development potential of each market segment, to help readers find the blue ocean market in different downstream markets.
Chapter 9: Analysis of industrial chain, including the upstream and downstream of the industry.
Chapter 10: The main points and conclusions of the report.

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