Niagen Bioscience launches Tru Niagen Beauty, the first US supplement to pair NAD+ support with clinically-studied skin and hair ingredients.

Los Angeles-based Niagen Bioscience has launched Tru Niagen Beauty, marking the company’s entry into the growing beauty-from-within market. The product is the first beauty supplement in the United States to feature Niagen, the company’s patented form of nicotinamide riboside (NR), widely considered the most researched NAD+ precursor available.

The launch builds on Niagen Bioscience’s long-standing position in healthy-aging research, but shifts its science-first approach directly into the consumer beauty category.

A ‘cellular-first’ approach to beauty

Unlike trend-led supplements, Tru Niagen Beauty is positioned as a “cellular-first” product, supporting the skin’s foundation rather than only its surface appearance [1].

Each capsule delivers 100 mg of Niagen, paired with ingredients already familiar to consumers, such as:

  • Astaxanthin (4 mg) – a potent antioxidant shown to support smoother, hydrated skin
  • Hyaluronic acid (120 mg) – helps maintain skin moisture and elasticity
  • Grape seed extract (100 mg) – supports an even skin tone
  • Biotin (5 mg) – contributes to healthy hair, skin and nails
  • Vitamin E (30 mg) – protects against oxidative stress

Together, these ingredients target both cellular energy via NAD+ and external markers of radiance, such as hydration and texture.

Tru Niagen Beauty is formulated to complement the company’s existing NAD+ supplements such as Tru Niagen 300 mg and Tru Niagen Pro 1,000 mg.

The beauty supplement is now available for $62 for a one-off purchase or $49.60 with a subscription. It will enter the healthcare practitioner channel on 2 February next year.

Growth in the nutricosmetics market

The launch comes at a time when consumer demand for clinically backed beauty supplements is accelerating. The US astaxanthin market alone is expected to grow from USD 1.1 billion in 2025 to USD 2.15 billion by 2034, driven by its popularity as a natural antioxidant. Meanwhile, Fortune Business Insights projects that the global nutricosmetics market will reach USD 13.08 billion by 2032.

This positioning aligns Tru Niagen Beauty with consumers seeking results backed by measurable science, rather than beauty trends.

“NAD+ research has reshaped how consumers think about aging at the cellular level,” said Rob Fried, CEO of Niagen Bioscience. “Our customers want proof, not trends. Tru Niagen Beauty extends the trust behind Tru Niagen into a daily beauty supplement that works from within.”

Why NAD+ matters for skin and aging

NAD+ is a molecule found in every cell of the body, essential for energy production and cellular repair. Levels naturally decline with age, stress, poor sleep and environmental exposure – all factors that influence how skin looks and feels.

By increasing NAD+ availability through NR, Tru Niagen Beauty aims to support these underlying cellular processes, complementing the visible benefits of its antioxidant and hydration-support ingredients.

“Healthy, resilient skin starts below the surface,” said Dr Tiffany Libby, dermatologist and Niagen Bioscience advisor. “Supporting cellular pathways gives the body the tools it needs to maintain elasticity, hydration and radiance as we age.”

The role of clinics in NAD+ support

While Tru Niagen Beauty launches as a consumer supplement, its arrival also strengthens a growing clinical ecosystem built around NAD+ support. Many healthspan and longevity clinics already offer NAD+ IV drips or injectable formulations, positioning these treatments as a more direct, higher-dose route to boosting cellular energy.

For consumers who feel overwhelmed by the noise in the beauty-wellness market, clinics play an essential role: they act as a bridge between emerging science and everyday decision-making. Practitioners can help patients understand what NAD+ actually does in the body, why levels fall with age, and which interventions – oral or intravenous – are appropriate for them.

The addition of Tru Niagen Beauty gives clinics another entry point for people who are curious about NAD+ but not ready for IV therapy. For many, a daily supplement represents a more straightforward, lower-commitment way to support skin health.

For readers looking to explore clinically supervised NAD+ therapies, you can browse evidence-based options through our Longevity Clinics Directory.

Where the market is heading

Tru Niagen Beauty shows how far the beauty market has shifted: consumers now want science they can trust, not hype. If brands keep leaning into real cellular research, “beauty from within” might finally move beyond marketing slogans.

By rooting a skincare supplement in cellular science rather than trends, Niagen Bioscience is signalling where the industry is heading: towards products that treat aging as a biological process, not an aesthetic flaw.

[1] https://taurigo.com/stocks/NAGE/articles/truniagen-beauty-launch