The popularity of nutricosmetics has been accelerating, and while the Asia Pacific market is the largest market for beauty supplements, the North American market is the fastest-growing, Biova reports. With a growing elderly population worldwide, products that can help offset undesirable effects of aging, such as hair thinning, are appealing to a growing consumer base in the healthy aging category.

Biova is looking to capture a portion of this product category growth with its new hair thickness claim.

Link: Article about the approval of Biova