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The glasses look so stylish that they would be more at home on a mantel than in a medicine cabinet.
And you're more likely to find these vitamin supplements at high-end department stores than at your local pharmacy.
The demands of the companies behind it are correspondingly high: a few capsules a day make us “smarter”, “sharper” and improve our sex life.
Then there's the cost - one, we found out, costs £4,300 for a glass. Can they be worth it?
We asked the experts...
Lyma's £199 jar of supplements (pictured) lasts a month and comes in a trendy jar. It claims to “maximize your immunity” and “sharpen” your mental focus.
An “immune-boosting” potion that costs a hefty £4,300
Samsidae Premium Korean Black Ginseng Extract £4,300 for a month's supply
THE CLAIM:This mysterious-looking black liquid, developed exclusively for Harrods, claims to "improve the immune system and sexual performance", "sharpen memory" and "control blood sugar levels".
WHAT'S IN IT?Just ginseng – the root of a plant found in China – that has been steamed, dried and liquefied. Samsidae ginseng is harvested every six years for “optimal potency.”
THE VERDICT:Samsidae isn't sure why it's so expensive, but there are cheaper "pure" ginseng equivalents. The Mail on Sunday found a bottle from German Pharma, which offers the same dosage for £14.99 for a two-month supply.
Samsidae Premium Korean Black Ginseng Extract
DOES IT WORK?“There is significant research that tiny compounds in ginseng stimulate the release of insulin – which converts the sugar in our food into energy,” says Dr. Ward.
"But studies show that one cup of English breakfast tea has an equally significant impact on insulin. If you drink three cups of tea every day, you're likely to get the same benefit."
Lyma: £199 for a month's supply
THE CLAIM:Lyma's supplement will "maximize your immunity," "manage stress and anxiety," and "sharpen mental focus."
It is also said to improve the appearance of nails, hair and skin and reduce the risk of bone fractures. Pop singer Ellie Goulding and Victoria’s Secret models swear by it.
WHAT'S IN IT?Each capsule contains vitamins for bone and immune health, such as K and D.
There are also plant extracts and spices such as ashwagandha, turmeric and saffron, keratin (the protein in skin, hair and nails), a compound called citicoline, which is thought to prevent memory loss, and a fatty acid.
IS IT WORTH IT?"Spending more money on a supplement doesn't mean it's better for you - vitamin K, for example, is always vitamin K, no matter how much or how little you pay for it," says Dr. Penny Ward, Visiting Professor in Pharmaceutical Medicine at King’s College London.
“Aside from whether the average person even needs to take supplements, a healthy, balanced diet usually provides everything we need.”
You can get Vitamin D3 for £8 for a month's supply at Holland and Barrett. And you can buy each ingredient separately online for six months, with each costing between £10 and £20.
And will the ingredients do what Lyma says? Dr. Ward says: “There is little high-quality research to show they do anything.”
Elle Sera Empowerment Pill: £165 for a three month supply
THE CLAIM:The combination of “strong” compounds is said to help with menopausal symptoms such as anxiety, memory loss, lack of libido and energy slumps.
What's inside?Powdered plants and herbs including beetroot, root vegetable maca, a Mediterranean plant called Tribulus Terrestris and Chinese medicine favorites, ginkgo leaves and ginseng.
IS IT WORTH IT?“These plant compounds contain microscopic elements that act similarly to the sex hormones testosterone and estrogen,” says Dr. Ward.
"Studies have shown that tribulus terrestris can increase libido and muscle growth in menopausal women. And ginseng and ginkgo leaves contain flavonoids, which act like estrogen in the body, potentially reducing menopause symptoms.
“But the dose in a supplement is unlikely to be high enough to make a difference.
“Doses high enough to have a beneficial effect would also cause less pleasant side effects, such as excessive hair growth, which is why supplements cannot use amounts that would make a difference.”
A three-month supply of Ginkgo and Ginseng is available from Healthspan for £12, while two months of Tribulus Terrestris costs £10 from supplement website mobu.co.uk.
Ninelife LypoSpheric Vitamin C sachets £116 for two months supply
THE CLAIM:The high dose of vitamin C plus fatty phospholipids means the body absorbs more of it compared to cheaper alternatives.
WHAT'S IN IT?Each sachet contains 1,000mg of vitamin C in powder form - 25 times the amount recommended by the NHS. There is also 1,000 mg of a type of fat derived from fish, algae and shellfish called phospholipids.
IS IT WORTH IT?With two Berocca tablets from Boots you get the same amount of vitamin C at a fifth of the price.
Dr. Ward says, "Studies show that once you reach 200 mg of vitamin C, you get no further benefits at all from a higher dose."
Research has shown that taking supplements containing fat can shorten the time it takes for the ingredient to enter the bloodstream.
Dietary supplements with added fat are known as “liposomal” and are typically more expensive than traditional vitamins.
“But vitamin C is digested quickly anyway,” says Dr. Ward. "Even the cheapest vitamin C tablets should reach peak blood levels in about 30 minutes to an hour."
Aethern Advanced Collagen Skin Beauty Program £199 for a month's supply
THE CLAIM:Aethern says its "first-ever" liquid supplement will make skin at least 20 percent firmer, hydrated and more radiant after 12 weeks of daily use.
WHAT'S IN IT?Each of these 25ml liquid "shots" contains "bioactive" collagen peptides - the protein that gives skin its elasticity - moisturizing hyaluronic acid, silicon extracted from bamboo extract, vitamin E, fatty acids and a variety of "natural" botanical ingredients such as pine bark and grape syrup.
IS IT WORTH IT?“The body makes collagen by breaking down proteins in our food into compounds called amino acids and using them to form the substance in skin, joints, cartilage and other tissues,” says Dr. Ward.
“But when collagen is swallowed, it passes through the digestive tract and the majority is excreted from the body in urine.
"There is no evidence that enough is absorbed into the bloodstream to make a difference to the skin. As you get older, the body stops producing collagen, no matter what you put in it."
No other product on the market that we could find has the same combination of 14 ingredients. But two of the most active - collagen peptides and hylauronic acid - can be found in another drink, Radiant Collagen, which costs around £60 a month.
HOlidermie HoliCalm £95 for a month's supply
THE CLAIM:This supplement has “powerful antioxidant properties” that “stimulate collagen synthesis,” promote wound healing, and protect the skin from “stress.”
WHAT'S IN IT?Plant extracts including an Asian herb called Centella Asiatica, turmeric, grape seed and pine bark, as well as evening primrose oil, vitamin C, fatty acids and three probiotics.
IS IT WORTH IT?Centella Asiatica is the star ingredient in this supplement, which contains powerful compounds proven to help heal burns and soothe irritated skin, according to a handful of small studies. But the ingredient is available in face creams at a lower price point - where it's more likely to make a visible difference.
“There is more evidence to support applying the treatment directly to the skin rather than swallowing it,” says Dr. Ward. “So packaged as an oral supplement, you essentially have a jar of potpourri.”
Cosmetics website lookfantastic.com sells a Purito cream made from 50 per cent Centella Asiatica for £5.36.
Evening primrose oil and vitamin C are available online for less than £15 as a face serum and for a few pounds a month as an oral supplement.