Collagen Supplements: Clever Marketing or Clinical Merit? What the Latest Meta-Analysis Really Means for Our Industry

Collagen supplements have enjoyed a golden era in beauty marketing. They’re lining the shelves of every pharmacy, health food store, and salon retail shelving. They’re promoted by influencers and stocked by professional clinics. But a newly released meta-analysis has thrown a bit of a wrinkle (pun intended) into the conversation.

Here’s what the data says—and what it might mean for how we speak to clients and stock products moving forward.

Researchers analysed 23 randomised controlled trials (RCTs) involving 1,474 participants. On the surface, the results looked promising: collagen supplements were shown to significantly improve skin hydration, elasticity, and wrinkles.

But dig deeper and things start to shift.

When the researchers split the data by study quality and funding source, the picture changed. Studies not funded by pharmaceutical companies found no significant improvements. High-quality studies also showed no clinical effect. The only studies showing consistent benefit were low-quality or industry-funded.

The conclusion?

There is currently no reliable clinical evidence to support collagen supplements in preventing or treating signs of skin ageing.

This isn’t to say collagen doesn’t have any value - it’s more a reminder that we need to separate marketing from methodology.

And it raises a few big questions for professionals in the beauty and aesthetics industry:

• Do we continue to align our services or retail offerings with collagen supplementation?

• Do we re-evaluate our client advice in skin consultations?

• And perhaps most importantly, do we change what we believe based on what we know?

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Because here's the thing…Clients are supplementing more than ever.

Our Q1 Professional Beauty Industry Report found that 66% of Australians now take supplements daily, up from just 34% last year. That’s a sharp rise, and it speaks to the growing wellness mindset of today’s client. Whether it’s collagen, magnesium, probiotics, or anything else, clients are investing in internal health—and expecting it to show up externally.

Even if the supplement itself isn’t providing the clinical outcomes we once assumed, there may still be indirect benefits at play.

Most collagen supplements require the client to mix with water or take as a drink. If someone goes from drinking 1 litre of water a day to 2–3 litres because they’re mixing powders or sipping elixirs, we will see improved skin hydration. If taking a supplement signals a broader behavioural shift towards health, better skin is likely a downstream effect—regardless of the supplement’s core mechanism.

So, is the collagen the hero—or is it the hydration, the habit change, or even the placebo effect?

What We Recommend as Industry Professionals

1. Educate with integrity. Stay honest about what we know (and don’t know). If a client asks whether collagen works, it's okay to say, “Emerging data is showing mixed results. What we do know is that hydration, diet, and professional treatments all work in synergy.”

2. Focus on holistic skin health. Collagen might not be the silver bullet, but consistent water intake, a nutrient-dense diet, quality homecare, and targeted skin treatments absolutely support skin function and appearance.

3. Watch the research evolve. Science is constantly catching up to marketing. As more independent, high-quality studies come out, we may see clearer consensus either way.

4. Tailor to the client. If a client feels better taking collagen, that matters too. In many cases, their skincare journey is as much about psychology as it is about physiology.

   
   

As professionals, we don’t need to throw collagen under the bus - but we should be prepared to guide our clients with clarity, context, and critical thinking. Just because something is trending doesn’t mean it’s transforming.

And maybe that’s the mark of an industry leader: someone who doesn’t chase the hype but questions it, interprets it, and makes decisions with both data and discernment in hand.

Want to stay ahead of industry shifts like this? Our Q1 Professional Beauty Industry Report breaks down the biggest behavioural changes, product trends, and what they mean for your business. Download the Report