Notes of caution

Collagen supplements are generally well-tolerated, but depending on the collagen source, staff should advise caution in people with known allergies to fish, shellfish or bovine source foods.

“It is also important to help customers understand that collagen supplements are not suitable substitutes for a balanced diet or evidence-based medical treatment for conditions such as significant skin disorders, inflammatory joint disease or osteoporosis,” stresses Dr Aslam.

Where collagen is not appropriate, pharmacy staff can recommend broader lifestyle and nutritional strategies that support synthesis of normal collagen and healthy ageing.

“The science increasingly suggests that collagen is necessary but not sufficient on its own,” she says. “The fibroblast also needs vitamin C, copper, zinc, adequate protein, protection from glycation* and control of chronic inflammation.

“Encouraging a diet rich in polyphenols found in colourful fruit and vegetables also helps protect connective tissues from oxidative stress and supports a healthy inflammatory balance.

Also remind customers that limiting smoking and exposure to excessive ultraviolet light still remain two of the most effective ways to preserve collagen within the skin.”

Referral should also be considered where customers present with unexplained rapid skin ageing, poor wound healing, significant hair loss, unexplained weight loss, persistent joint swelling, suspected inflammatory arthritis or other symptoms suggesting an underlying medical condition.

Likewise, where individuals are seeking injectable collagen or dermal fillers, they should be advised to consult appropriately qualified healthcare professionals rather than relying on unregulated providers.

Collagen may be everywhere on social media, but the science tells a more measured story than the marketing suggests.

For pharmacy staff, the most valuable advice to offer isn’t a verdict on any single product, but the confidence to help customers ask better questions: what type of collagen is this, what evidence supports it, and what else might genuinely help their skin, joints or bones?

Handled this way, collagen conversations become another opportunity to build trust, one realistic expectation at a time.

*Glycation is a natural process where sugar molecules in the bloodstream attach to proteins, lipids or DNA, forming harmful compounds called Advanced Glycation End Products.