Brands
HK Vitals launches clinically studied collagen for skin health in India
Marine collagen formula targets wrinkles while supporting skin elasticity and hydration
Mumbai: HK Vitals, the nutrition and supplements brand from HealthKart, has launched Skin Radiance Collagen, a marine collagen supplement positioned around clinically studied benefits for skin health.
The formulation combines hydrolysed marine collagen peptides with Hyaluronic Acid, Biotin, Vitamin C and Vitamin E. According to the company, an independent clinical study found a 48 per cent reduction in the appearance of fine lines and wrinkles and four-times smoother-looking skin after eight weeks.
The brand is positioning clinical validation as a key differentiator in India’s growing collagen category, where consumer awareness remains relatively limited compared with markets such as the US and UK.
Collagen is a structural protein that supports skin firmness and elasticity. Its natural levels decline with age, contributing to visible changes such as fine lines, wrinkles and reduced elasticity.
HK Vitals has also been using its recent awareness campaign, ‘Skin ko Chahiye, Skin ka Protein’, to explain collagen’s role in skin health. The campaign draws a parallel between protein’s role in supporting muscles and collagen’s structural role in skin.
Anupam Trehan, senior vice president, R&D, HealthKart, said, “The collagen category in India has immense potential, but for it to grow meaningfully, credibility has to grow with it.”
Trehan added that consumers are increasingly looking for evidence behind product claims, making clinical validation important for the category. He said Skin Radiance Collagen reflects the brand’s focus on combining formulation development with clinical evidence and helping consumers make more informed choices about collagen and skin health.
Skin Radiance Collagen is available through HK Vitals’ direct-to-consumer platform, quick-commerce channels and major online marketplaces.
The launch comes as wellness and beauty brands increasingly use clinical research and measurable outcomes to differentiate products in India’s expanding supplements market. For HK Vitals, the focus is on making collagen a more familiar part of consumers’ regular skin-health routines rather than an occasional beauty supplement.
