Are you one of many women embarrassed about having spent a fortune on every wrinkle cream out there, without noticing any results? Well, there might be a new solution to get rid of those facial lines, at least if you believe that ‘true beauty comes from within’. A new study shows that ingredients long used in beauty lotions and skin care products are becoming ever more popular in the food and drinks sector.

Originating in Japan, this movement has seen ingredients such as collagen and hyaluronic acid becoming a natural extension to personal care, providing a more holistic approach to beauty with its message of ‘beauty from within’. As appearance is increasingly associated with health, happiness and an overall feeling of wellness, there is growing recognition of the importance of a good diet for inner and outer health and beauty.

The report highlights the increased popularity for ingredients such as, Coenzyme Q10, Ginseng, Aloe Vera, Collagen, Green Tea, Rooibos and Omega-3.

Soon, you won’t have to spend a fortune on expensive creams, instead International Food Ingredients write that Italy’s Parmalat has been selling Jeunesse anti-ageing functional milk products since 2005. The yoghurts, desserts and drinks are enriched with vitamin E and coenzyme Q10 – both common ingredients in cosmetic skin creams – with claims that the products have anti-ageing effects on human cells. Also, Essensis yoghurt from Danone claims to improve skin health, and contains omega-6, green tea extract and vitamin E as well as probiotics.

If that wasn’t enough, next time you’re heading for the pub, you simply say: “It’s at least cheaper than the spa.” Instead of splashing out on a facial, you order an anti-ageing beer developed by German brewer Neuzeller Kloster, whose ingredients include flavonoids, vitamins A and D and spirulina.