Suhail Ishaq, President of BioCell Technology, is a business executive with over 25 years of experience in the nutraceutical industry. His in-depth knowledge of food, drug, and cosmetic research and development, manufacturing, quality assurance, and regulatory compliance have made him one of the most sought‐after professionals in the dietary supplement industry.

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Nutraceuticals World (NW): What added-value do branded ingredients offer in today’s dietary supplement market?
 
Suhail Ishaq, President, BioCell Collagen: Branded ingredients, particularly clinically proven ones like BioCell Collagen®, offer tremendous value from the supply chain to consumers in today’s dietary supplement market. CPG brands that use the BioCell Collagen ingredient in their finished consumer products can substantiate specific structure-function claims based on clinical data that they ordinarily would not be able to make otherwise with regulatory compliance. Since BioCell Technology does not sell consumer packaged goods, we partner with CPG brands to bring BioCell Collagen containing finished products to market under our licensing model. It enables us to work closely with them on supply chain transparency matters and adds value to our partner brands. The partnership allows them to leverage BioCell’s research and development, intellectual property, and cooperative marketing activities. It creates a win-win scenario for the entire supply chain to the consumer, who we ultimately want to keep happy. 
 
NW: Are certain consumers willing to pay more for formulations that feature science-based ingredients?
 
Ishaq: Consumers, especially Gen X and Millennials, search for products containing clinically proven and branded ingredients. They are willing to pay more for products with clinically proven dosages of ingredients and trust branded ingredients. In the modern digital age, consumers can easily research ingredients to learn what dosages are effective for different conditions and purposes. Branded ingredients convey the trust element and make it easier for consumers to identify quality and efficacy.  


NW: What investments and efforts go into establishing and growing a branded ingredient like BioCell Collagen?
 
Ishaq: Since its inception, BioCell is continually invested in research and development, intellectual property, licensing and marketing activities and has generated considerable goodwill and customer recognition. Growing a branded ingredient requires an ongoing commitment to science, quality, supply chain, media and cooperative marketing with licensed partners.   
 
NW: How has the beauty-from-within market been performing? What are consumers looking for? 
 
Ishaq: The beauty-from-within/nutricosmetic market has a CAGR of 7%, with the demand for products that address skin health and healthy aging surging across demographics. We attribute this growth to behavioral changes. People are increasingly embracing skin care as a lifetime practice. Consumers seek solutions that are safe and effective but can deliver results in place of visits to the spa and dermatologist. Consumers, especially Millennials, get the connection between beauty and nutrition, and they are searching for products that contain clinically proven ingredients. BioCell Collagen is the quintessential nutricosmetic ingredient for product formulators because it addresses skin aging comprehensively and is clinically validated.  

 
NW: As an ingredient, and a category, collagen has been on a steady rise. What’s your assessment of the market today?
 
Ishaq: The burgeoning collagen market has come a long way since its humble beginnings. It is full of diverse players, where BioCell plays a niche with what we believe is a superior ingredient. It’s rare to find a company still growing at a double-digit revenue rate two decades after its founding. We continue to see plenty of new opportunities to partner with brands to bring innovative consumer products to market that contain BioCell Collagen. 
 
NW: BioCell Collagen has a unique composition and a strong scientific foundation. Can you offer some insight? What makes this ingredient different?
 
Ishaq: BioCell Collagen is a branded ingredient that is superior to isolated collagen ingredients for a variety of reasons. With BioCell Collagen, you are getting much more than collagen alone. BioCell Collagen is composed of a matrix of naturally-occurring hydrolyzed collagen II peptides, chondroitin sulfate, and hyaluronic acid, which was proven effective in multiple human clinical trials. BioCell Collagen is excellent for your skin and joints. Brands that use the BioCell Collagen ingredient in their finished consumer products can substantiate specific structure-function claims based on clinical data that they ordinarily would not be able to make otherwise with regulatory compliance. According to 12-week human clinical studies, daily supplementation with only 1 gram of BioCell Collagen reduces facial lines, wrinkles, crow’s feet, and dryness while improving skin elasticity and boosting collagen and hyaluronic acid. With double the daily dosage (2 grams), you also get the benefit of enhanced joint comfort and mobility. 


NW: The world looks a lot different than it did before COVID-19. What advice would you give brand owners as they navigate the dietary supplement category today?
 
Ishaq: There’s no doubt that the pandemic has led to massive shifts in human behavior in general and has impacted every aspect of our lives. The dietary supplement industry has seen enormous growth—especially immune support products during the pandemic. Among those who altered their regimens due to COVID-19, 91% report increasing their supplement intake, which includes adding new supplements to their existing routines (46%); taking the same supplements more regularly (25%); or increasing dose(s) (22%) according to CRN. As vaccinations roll out and herd immunity takes effect, other traditional dietary supplement categories besides immune health will benefit. My advice to brand owners is to start shifting their R&D focus away from immunity as consumer buying trends normalize. Even post-pandemic, I think the macro trends will continue to favor the dietary supplement industry for the foreseeable future as more people than ever before are health conscious. The hospital is the last place you want to be.