More than one-third of global beauty supplement launches come out of Western Europe, making it the top innovator in the world in terms of new product development. But why is this region thriving?The beauty category today looks very different from a decade ago. A plethora of ingestibles—dietary supplements, gummies, chews, functional drinks, powders, bars, and more—now sit alongside the creams, lotions, scrubs, and sprays that have long defined beauty. And beauty ingestibles warrant a closer look because it is a booming category and plays exactly into the global gear shift towards health, well-being, and longevity.The Data BreakdownBetween 2020-2024, 35% of global beauty supplement launches came out of Western Europe, making it the biggest market in the world for new product development—ahead of North America (27%) and Asia (15%), according to Innova Market Insights. Added to this, Eastern Europe represented 9% of total beauty supplement launches, driving up total Pan-European launches to 44%.Compound annual growth rate (CAGR) for beauty supplements was also higher in Western Europe and Eastern Europe for the same period—up 22% and 32%, respectively—versus a 10% CAGR in North America and 18% CAGR in Asia. A zoom out also spotlights impressive CAGR growth of beauty supplements in Africa (+64%) and the Middle East (+55%), making these markets smaller but important growing innovators in the wider EMEA region, according to Innova dataSo, why exactly is beauty supplement innovation so high in Europe? And are there any categories or concepts gaining more ground than others?