For the beauty and cosmetics industry, it seems but a short leap from Hippocrates’ ancient dictum ‘Let thy food be thy medicine’ to the new-age fad of facelifts through foods and beverages laced with substances like collagen.

This route to beauty has been gaining ground over the last two years and is being accorded the status of a miracle worker. It even goes under the fancy tag of ‘nutri-cosmetics’.

Foods that come under this label are also often called internal beauty aids. And the list of such aids is getting longer by the day.

A country such as ours will be the next stop for such products. Currently in some other parts of the world, water enhanced with plant extracts and vitamins is marketed as ‘drinkable skin care’. It is purported to moisturise the skin and to improve its elasticity. Other fellow travellers on the bandwagon include collagen marshmallows (to plump the skin), anti ageing jam and “skin treatment infused” gummy bears that supposedly make the skin more elastic.

The new kid on the block is collagen coffee. It is touted as a wrinkle remover. Among the substances being added to foods and beverages for beauty enhancement are pomegranate, green tea, biotin, niacin and Omega-3 fatty acids.

Of course, the cosmetics and beauty industry will try any gimmick to boost revenues. The moot point is whether the addition of collagen and other substances to foods and beverages is simply a gimmick or does it lead to an enhanced and youthful look? And does it have any harmful side effects?

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