Singapore-based nutrition-driven skincare brand Kumuya has launched its Skin Wellness Meal Plan – a personalised seven-day meal plan addressing individual skin issues. The launch taps into the growing consumer awareness of personal health and wellness driven by the ongoing Covid-19 pandemic. 

The meal plan covers seven different skin types including acne-prone skin, oily skin and rosacea, breaking down what consumers should eat based on their skincare concerns. “The meal plans are to facilitate the consumption of foods for certain skin concerns. We’ve done a lot of research to identify which foods are beneficial for certain skin conditions. For example, if you have eczema, salmon and ginkgo biloba would be good for you,” co-founder Gary Chin told cosmetics news source Cosmetics Design Asia. The $19.90 plan is designed to be convenient for busy, on-the-go consumers, with three suggested daily meals and snacks as well as shopping lists for ease. It provides easy-to-follow at-home recipes and ingredient recommendations for when eating out.

As consumers become more proactive about their health, they recognise the benefits healthy eating has for their skin. Over one in 10 Japanese consumers are influenced to buy food and drink products that claim to improve the appearance of skin (Mintel, 2019). As we explore in The Healthy Beauty Outlook: Beauty from Within, consumers are interested in healthy consumable ingredients that positively impact their outer appearance, and brands can cater to this by blurring the boundaries between health and beauty.

The launch also taps into the consumer concern for health and wellness escalated by the on-going Covid-19 pandemic, with 37% of European consumers seeking tips on personal health and wellbeing from brands during the pandemic (GlobalData, 2020). 

For more on holistic wellbeing and pandemic-driven health concerns, see Wellness Ingredient Trends to Watch 2021 and The Healthy Beauty Outlook: New Directions in Health & Beauty.