Forget the Makeup, This Beer Can 'Make You Beautiful'

As someone who hopes to maintain my healthy skin as I age, I have been diligent in slapping on the sunscreen and following a daily skincare routine for years. But what if I told you that a new collagen beer is said to achieve the same results without all that extra effort?

Mnet 143319 Precious Beer Lead

Nearly every woman on this Earth wants to know the secret to looking (and staying) young, vibrant and beautiful.

A human's skin is made up of about 80 percent collagen. This natural protein is what provides our tissues and organs with necessary strength and stretching abilities. But as we age, the collagen in our skin begins to change. 

The skin starts to become thinner and drier, and often develops sags and wrinkles due to the collagen and elastin becoming disconnected. That's why so many adults, mostly women, turn to cosmetic products that promise to be the answer for healthy and youthful-looking skin.

But what if I told you that you could stop spending big dollars on products that don't work and replace that time spent in front of the mirror with time lounging on the couch with a beer?

That's right, a Japanese brewery says you can now simultaneously get plastered and become beautiful. 

Suntory Holdings Limited has introduced a beer aimed toward women, promising them if they drink it they will become more attractive.

The drink, named Precious, has five percent alcohol and two grams of collagen per can. Sounds pretty good, right? Not so fast.

The beer is donned with a tag line of: "Guys can tell if a girl is taking collagen or not." 

First of all, ouch! That's a little harsh. And secondly, I doubt that.

While the beer is only available in Hokkaido right now, if it were to hit the U.S. I can't deny I would at least give it a try.

But is this collagen-laced beer too good to be true? According to Dr. Ariel Ostad, a collagen expert and Clinical Assistant Professor of Dermatology at New York University Medical Center, it is. 

According to what Ostad told Forbes, alcohol is not healthy for the body or for your skin. Ostad said alcohol can actually do the opposite, inflaming your skin and resulting in irritation, puffiness and rosacea.

"There isn't enough collagen [in the beer] to make a remarkable difference for your skin's complexion," Dr. Ostad said.

While it would be great to believe that an alcoholic beverage could actually improve the quality of my skin, even Suntory Holdings admitted that there is no truth behind their claim. 

According to Taito Mikami, Public Relation representative for Suntory Holdings Limited, the company only decided to start adding collagen to their beer because there are "findings that Japanese women wanted to take collagen, so we created this regionally-marketed product to meet their needs." 

Wow. What a bummer!



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