Appearance-led demand strongly influences purchase decisions, according to Malaysia Dairy Industries, which owns both the Vitagen and Marigold brands.
The firm has placed renewed focus on Vitagen Collagen Less Sugar, targeting women aged 25 and above who are increasingly proactive about appearance-led wellness, Senior Brand Manager Jasmine Kan told FoodNavigator.
“This demographic is proactive about their wellness and appearance. They have the purchasing power and the desire to maintain their health and aesthetic vitality. We recognise that personal vanity, when framed through the lens of self-care, is an incredibly powerful purchase motivator,” Kan said.
“Furthermore, with increasing life expectancy becoming a global focus, there is a heightened demand for products that support an active adult lifestyle. By combining the digestive benefits of probiotics and prebiotics with collagen, we are addressing a significant market opportunity: providing functional foods that help ward off the physiological signs of ageing while delivering well-recognised health benefits.”
Supporting healthy skin and a balanced gut
The brand highlights its proprietary formulation of probiotics, prebiotics and collagen to differentiate itself in a crowded functional dairy and beauty-from-within space.
“Our unique, less sugar formula features live probiotic cultures enhanced with 500mg of marine collagen peptides and 30mg of Vitamin C in each serving. By combining probiotics with prebiotic fibre, this first-of-its-kind cultured milk drink fosters a flourishing gut environment, which is the essential foundation for nutrient absorption,” said Kan.
“This beauty-from-within synergy ensures that the collagen and Vitamin C are absorbed more effectively, maximising their rejuvenating benefits.”
Why functional beauty resonates with Singapore consumers
Vitagen Collagen Less Sugar is currently offered exclusively in Singapore, with the formulation developed specifically for local consumer preferences since 2007.
Today, the firm observes that consumers across Singapore continue to adopt functional beauty as part of daily life.
“High humidity, long hours in air-conditioned environments, fast-paced routines, and rich local food culture create daily demands on skin and digestion. This has fueled interest in convenient, multipurpose products that complement existing self-care habits without adding complexity,” said Kan.
“Collagen supports skin elasticity and the body’s natural repair processes, while vitamin C aids collagen formation and offers antioxidant protection, a combination that strengthens the foundation for a healthy, luminous complexion.”
The brand also emphases its lower sugar formulation, aligning with Singapore’s Nutri-Grade system, which promotes healthier choices lower in sugar, sodium, and fat.
“With eight times less white sugar than regular cultured milk drinks, no artificial sweeteners, and a light botanical taste featuring elderflower and rose along with LB Original, it presents a practical, approachable way for consumers to incorporate ‘beauty from within’ into their everyday routine,” said Kan.
LB Original – often labelled as LB Less Sugar – is a cultured milk drink containing two live probiotic strains: Lactobacillus acidophilus and Lactobacillus paracasei, along with prebiotic fibre. It is designed to support immunity and gut health.
Kan added that the beauty-from-within concept has been gaining traction in Asia since the early 2000s, positioning cosmeceuticals early on as a portfolio diversification opportunity.
Vitagen was created in 1977, positioned as Malaysia’s first cultured milk drink to promote gut health. The collagen range was launched on the premise that skin vitality and gut health often go hand in hand.
The collagen range builds on Vitagen’s long-standing association with gut health, reframing the category around inside-out care as appearance increasingly shapes consumer demand across Asia.
