Lifeway Foods Shakes Up Skincare Routines with New Probiotic Smoothie + Collagen

Lifeway Foods, Inc., a leading US supplier of kefir and fermented probiotic products to support the microbiome, has released a new functional beverage touting skincare benefits: Probiotic Smoothie + Collagen made with kefir cultures.

Available in four flavors – matcha latte, berry blast, tropical fruit and plain – the new line features five grams of collagen in each serving and is lactose-free, as consumer demand for lactose-free dairy products is predicted to grow rapidly over the next five years, according to brand officials.

“The benefits of kefir have been one of the best-kept secrets in the beauty, wellness and celebrity industries for years,” said Julie Smolyansky, president and CEO of Lifeway Foods, said kefir’s “best-kept” beauty and wellness secrets date back to the ancient Egyptians, with Cleopatra legendarily bathing in kefir to help soothe and smooth her skin.

The trend has since evolved for celebrities in modern day. Actress Margot Robbie worked with skin expert Jasmina Vico on the “Barbie” movie to achieve her glow. With the viral news of Vico’s recommendation of fermented foods, like kefir, as a key component in skincare routines, the brand tracked a surge of consumer interest for kefir’s holistic benefits.

The Gut-Skin Connection

Research shows that gut and skin health are interconnected through a two-way communication system known as the gut-skin axis, which plays a crucial role in maintaining overall health. The new Probiotic Smoothie + Collagen line supports this critical axis via Lifeway’s unique combination of its 12 live and active cultures, 25-30 billion beneficial Colony Forming Units (CFUs) plus five grams of collagen per serving, which may help support skin hydration, elasticity, smoothness and joint health. What’s more, this fermented beverage also helps to support a healthy microbiome. Kefir naturally provides high-quality bioavailable nutrients such as Vitamins A, B, and D, as well as protein and essential fatty acids, all of which are crucial to healthy skin cell production.

New Year New You Campaign

Lifeway Foods will launch the innovation as part of the brand’s “New Year New You” campaign for 2025. The line will hit shelves nationwide at select independent and specialty stores by year’s end.