Biotin Supplement Market Size & Outlook, 2026-2034

Biotin Supplement Market Overview

The global biotin supplement market size is valued at USD 1.95 billion in 2025 and is estimated to reach USD 4.08 billion by 2034, growing at a CAGR of 8.60% during the forecast period. The rising consumer interest in hair and skin wellness, wider retail distribution of specialised supplements and stronger direct-to-consumer channels are boosting demand for biotin. Additionally, the health and beauty cross-category positioning in nutricosmetics, as well as product line extensions by major brands, further boost the market’s growth.

Key Market Trends & Insights

• North America dominated the market with a revenue share of 38.5% in 2025.
• Asia Pacific is anticipated to grow at the fastest CAGR of 9.2% during the forecast period.
• Based on product form, the capsules segment held the highest market share of 34.7% in 2025.
• By application, the metabolic healthsegment is estimated to register the fastest CAGR growth of 6.89%.
• Based on distribution channel, the Online retail channelscategory dominated the market in 2025 with a revenue share of 39.3%.
• Based on end-user,the geriatric population segment is projected to register the fastest CAGR of 6.93% during the forecast period.
• U.S. dominates the market, valued at USD 415.80 million in 2024 and reaching USD 449.77 million in 2025.

Table: U.S Biotin Supplement Market Size (USD Million)

Source: Straits Research

Market Size & Forecast

• 2025 Market Size: USD 1.95 billion
• 2034 Projected Market Size: USD 4.08 billion
• CAGR (2026-2034): 8.60%
• Dominating Region: North America
• Fastest-Growing Region: Asia Pacific

The global biotin supplement market serves consumers seeking benefits for their hair, skin, and nails, as well as metabolic support and fortification in personal care and dietary applications. The demand is driven by heightened health and beauty awareness, growth of nutricosmetics, expanded mass-market and online retail channels, and frequent product innovation, including higher-dose capsules, gummies and targeted blended formulations.

Latest Market Trends

Growth of consumer hair and beauty nutricosmetics

Consumers are increasingly viewing supplements as an essential part of their daily beauty and self-care routines, with biotin gaining strong popularity for its role in enhancing hair strength, improving skin texture, and promoting nail health. The growing “beauty-from-within” trend, fueled by social media influence and the increasing number of beauty-conscious consumers, continues to drive high demand for biotin-based products.

• For instance, in June 2025, Hims & Hers launched a prescription gummy combining biotin with minoxidil for women’s hair loss. The product emphasises fullness via biotin and density via minoxidil.

Additionally, the expansion of online retail platforms has improved accessibility, encouraging repeat purchases and accelerating overall category growth in the biotin supplement market.

Format innovation and retail channel expansion

New product formats such as gummies, softgels, and liquid shots are attracting younger and female consumers who prefer convenient intake methods. Brands are increasingly promoting biotin blends in pharmacies, supermarkets, and e-commerce platforms, boosting visibility and accessibility. Similarly, ingredient suppliers are focusing on developing stable, vegan-friendly formulations to meet the growing demand of brands. These innovations in format and retail reach are driving market volume and supporting premium pricing.

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Market Drivers

Increased clinical and supply-side attention to ingredient stability and traceability

Ingredient quality, traceability and manufacturing compliance are important to both regulators and brands. Suppliers and contract manufacturers are investing in improved documentation, non-GMO and vegan grades, and traceable supply chains to meet the demands of retailers and consumers.

• For example, in May 2025, DSM-Firmenich launched its traceable Quali®-B Biotin ingredient line with full supply-chain visibility and verified quality data, helping supplement brands support clean-label claims.

These initiatives enhance consumer trust, enabling brands to make premium-quality claims and support premium pricing, thereby further strengthening demand for branded biotin formulations.

Direct-to-consumer personalisation and digital engagement

Personalised supplement delivery through digital platforms is becoming a key growth driver for biotin-based products. Brands are using AI-driven questionnaires, hair and skin assessments, and tele-wellness tools to tailor supplement plans to individual needs. Subscription models with re-order reminders and progress tracking enhance loyalty and ensure recurring sales. This approach also helps collect valuable consumer insights for future formulations. Such personalisation not only improves user engagement but also supports sustained growth in the premium biotin segment.

Market Restraint

Scientific ambiguity on efficacy at high doses and consumer scepticism

Although biotin is widely marketed for hair and nails, clear clinical benefits for high-dose supplementation in non-deficient populations remain limited. This fuels scepticism among clinicians and informed consumers, and can attract regulatory scrutiny or stricter label claims. Over-promotion or exaggerated claims can lead to product scrutiny and potential delisting by retailers. As attention to evidence grows, sales driven purely by influencer trends may decline unless supported by quality research or measured, transparent marketing.

Market Opportunity

Premiumized nutricosmetic combinations and clinical validation

The biotin supplement market is shifting toward premium, clinically validated combinations that deliver visible results. Brands are merging biotin with active ingredients such as collagen, hyaluronic acid, and botanical extracts to enhance hair, skin, and nail health. Clinical studies or consumer trials that validate claims, such as reduced hair breakage or improved elasticity, are strengthening product credibility and helping brands command premium pricing. Ingredient suppliers are also supporting this trend by developing ready-to-use formulations and co-branding opportunities.

Regional Analysis

North America dominated the market in 2025, accounting for 38.5% market share due to high consumer awareness, mature retail channels and strong DTC and e-commerce penetration. The U.S. benefits from large national vitamin brands, pharmacy chains, and subscription models that enable quick scaling of product rollouts. The crossover demand for health and beauty, combined with frequent influencer-led product cycles, keeps biotin highly visible on retail sites and marketplaces.

• The U.S. is the single largest national market for biotin supplements. Strong retail networks, including pharmacies, mass retailers, and online marketplaces, combined with high consumer willingness to pay for beauty-from-within products and active marketing by brands, drive demand. The renewed NIH focus on supplement science and FDA advisories are pushing brands to improve quality and labelling transparency. These structural advantages make the U.S. a central hub for innovation and the global growth of premium biotin supplements.

Asia Pacific Biotin Supplement Market Insights

The Asia Pacific is emerging as the fastest-growing region, with a CAGR of 9.2% from 2026 to 2034, driven by rising incomes, expanding middle classes, and increasing adoption of beauty and wellness across China, India, South Korea, and Southeast Asia. E-commerce penetration and social-commerce channels are accelerating brand discovery and subscription uptake. Local contract manufacturers and ingredient suppliers are expanding their capacity to meet both domestic demand and export markets. These structural and channel shifts make the APAC market the one with the highest compound growth potential.

• India’s biotin market benefits from the rapid expansion of the nutraceutical industry, regulatory clarity under the FSSAI, and government encouragement of manufacturing and exports. Rising urban incomes, strong e-commerce reach and fast adoption of Western beauty supplement formats (gummies, sachets) support growth. Local brands and contract manufacturers are expanding capacity to serve both domestic demand and overseas orders, positioning India as a regional production hub for biotin and related nutricosmetics.

Source: Straits Research

Europe Market Insights

Europe is a high-value market for biotin supplements driven by high consumer trust in regulated, evidence-based beauty and aging products. The region’s strict food safety and labelling frameworks encourage the use of traceable, clinically supported formulations. Strong pharmacy networks and private-label programs dominate retail channels. Western Europe leads the way due to the overlapping demand for nutricosmetics and senior wellness products.

• The UK market stands out for strong pharmacy distribution, consumer interest in beauty supplements and high e-commerce adoption. Retailers and healthcare professionals often guide supplement choices, so quality assurance and clinical framing are crucial. Post-Brexit regulatory alignment and an active public conversation about dietary supplements prompt brands to be transparent about their claims and manufacturing standards.

Latin America Market Insights

Latin America is a developing but improving market for biotin supplements. The growth is supported by increasing processed-retail penetration, rising urban middle classes and expanding pharmacy chains in Brazil and Mexico. Local manufacturers utilise robust agricultural supply chains to produce vitamin ingredients, while regional distributors adjust global SKUs to accommodate local price points. E-commerce and cross-border retail have lowered entry barriers for global brands, enabling faster rollouts of gummy and softgel formats targeted at hair-care consumers.

• Brazil is the largest Latin American market for biotin supplements. A strong domestic retail and pharmacy network, combined with high consumer interest in cosmetic supplements, supports sales. Local manufacturers can source raw materials regionally and scale hydrolysate or vitamin production for domestic formulations. Together, retail expansion and local production capability make Brazil the regional hub for biotin availability and growth.

Middle East and Africa Market Insights

Middle East and Africa is a smaller but growing market led by the Gulf countries, especially the UAE and Saudi Arabia. High disposable incomes, health-conscious consumers, and modern retail infrastructure drive the sales of premium supplements. Governments are supporting nutraceutical innovation through trade initiatives and regulatory updates. In Africa, early-stage demand is emerging as urbanisation and pharmacy networks expand.

• The UAE leads the MEA region in biotin supplement sales due to its affluent consumer base, modern retail networks, and role as a regional import and distribution hub. Government innovation programmes and food-tech events attract international brands and distributors, facilitating product launches and cross-border trade. Pharmacies in the UAE often stock premium international supplement brands and boutique nutraceuticals, making the country a prominent hub for growth.

Product Form Insights

Capsules dominated the market with a revenue share of 34.7% in 2025, due to higher bioavailability, ease of dosing, and longer shelf stability compared to liquid and powder forms. Additionally, pharmaceutical-grade encapsulation technologies enabled precise dosage control, supporting the adoption of these products among clinical nutrition and dermatology channels.

Gummies are projected to witness the fastest growth with a CAGR of 7.14% during 2025-2034, driven by consumer preference for convenient, flavoured, and chewable supplement forms that improve compliance. The expansion of plant-based and allergen-free formulations is further strengthening this segment’s appeal.

By Product Form Market Share (%), 2025

Source: Straits Research

Application Insights

Hair care applications hold the largest market share of 42.1% in 2025. Biotin’s well-documented role in keratin synthesis and follicular repair has positioned it as a leading supplement for managing hair loss and brittleness. Rising cases of hair thinning due to stress, hormonal imbalance, and nutritional deficiencies are prompting both men and women to adopt biotin supplementation. Moreover, dermatologists increasingly recommend biotin as part of personalised hair health programs, cementing its role as a primary application segment.

The metabolic health segment is projected to register the fastest CAGR of 6.89% through 2034, driven by biotin’s role in glucose regulation and energy metabolism. Growing awareness of biotin’s function in supporting the breakdown of carbohydrates and fatty acids is expanding its inclusion in metabolic and diabetic wellness formulations. The rising incidence of Type 2 diabetes and sedentary lifestyles is likely to sustain strong segmental momentum.

Distribution Channel Insights

Online retail channels led the global market, accounting for a 39.3% revenue share in 2025. This dominance stems from the convenience of e-commerce, wide product availability, and direct-to-consumer marketing strategies. Platforms such as Amazon, iHerb, and Flipkart Health+ are experiencing substantial growth in supplement sales, with biotin emerging as one of the top-searched beauty and wellness products. Enhanced digital marketing, subscription-based models, and influencer campaigns by major nutraceutical brands continue to drive this segment.

The pharmacy and drug store segment is expected to grow at a CAGR of 6.77%, driven by the increasing medical endorsement of biotin for addressing dermatological and nutritional deficiencies. The inclusion of biotin supplements under preventive healthcare advisories and increased point-of-sale recommendations by pharmacists is contributing to this growth.

End User Insights

Adults accounted for the largest share of 58.4% in 2025, as biotin use among working-age consumers continues to rise due to stress-related hair and skin issues. Social media trends emphasising self-care and wellness reinforce supplement adoption among women aged 25 to 45. Furthermore, lifestyle-driven deficiencies resulting from dietary imbalances contribute to the sustained dominance of this demographic group.

The geriatric population segment is expected to record the fastest CAGR of 6.93% during 2025-2034. This growth is supported by increasing awareness of biotin’s role in maintaining nerve function and skin elasticity in aging populations. Rising longevity and proactive healthcare habits are reinforcing long-term segmental growth.

Competitive Landscape

The global biotin supplement market is highly fragmented, featuring a mix of multinational brands, regional manufacturers, and digital-first (DTC) challengers. Large players dominate through scale, retail distribution, and strong pharmacy partnerships. In contrast, agile DTC and regional brands compete through format innovation, clean-label positioning, and influencer-led marketing.

Competition centres on pricing, verified clinical claims, convenience of format, and online visibility. Established players lead in mass-market penetration, while smaller brands excel in personalisation and the rapid rollout of new products.

HUM Nutrition: An Emerging Business

HUM Nutrition is a DTC wellness brand that scaled through niche, evidence-framed beauty supplements and targeted digital marketing. Its model blends influencer campaigns, subscription bundles and frequent new SKU drops, allowing rapid customer acquisition and strong repeat purchase rates. HUM leverages data from direct channels to optimise product–market fit, then expands into retail selectively.

Latest News:

• In June 2024, HUM Nutrition launched the HUM Hair Strong capsule as an extension of their existing gummy product line. This new format caters to consumers who prefer capsules over gummies.

List of key players in Biotin Supplement Market

1. Nature’s Bounty
2. Solgar
3. NOW Foods
4. Nature Made
5. GNC
6. Goli Nutrition
7. OLLY
8. HUM Nutrition
9. Nutrafol
10. Hims & Hers
11. Garden of Life
12. Vitabiotics
13. Thorne HealthTech
14. BioCeuticals
15. Swisse
16. Blackmores
17. Centrum (Pfizer/GC)
18. Ritual
19. Twinlab
20. Carlson Labs
21. MegaFood
22. Vitafusion
23. Schiff Nutrition
24. AOR
25. Jamieson

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Strategic Initiatives

• June 2025 - Force Factor launched its Hair Growth Accelerator product. This supplement uses Lustriva, a patented blend of bonded arginine silicate and magnesium biotinate developed by ingredient innovator Nutrition21. The product is clinically backed to support hair growth, strength, and thickness, with results visible in as little as three weeks.
• June 2025 - OLLY announced a new science-backed personal care line (mood + skin portfolio) and refreshed product activities in mid-2025, signalling expansion beyond gummies into broader beauty & personal care positioning.
• June 2025 - HUM launched the “Cravings? I’m crushin’ it” campaign, raising brand profile for new functional supplements and supporting cross-sell into beauty and metabolic categories. The campaign highlights ongoing investment in direct marketing and increased awareness of new products.
• January 2025 - Nature’s Bounty refreshed its biotin capsules and gummy SKUs. This move focused on strengthening affordability and offering diverse format options for mainstream consumers, reaffirming the brand's leadership position in the mass-market biotin segment.