Specialists and nutrition experts have warned against being swayed by cosmetic treatments and products circulating on social media platforms under beauty-focused headings, promising fresher skin, rosy lips and a more radiant appearance — marketed under the name 'intravenous nutrition therapy'.
Cosmetic 'IV nutrition therapy' involves administering solutions containing vitamins, minerals and nutritional compounds directly into the bloodstream. It is promoted as a quick means of improving skin appearance, boosting radiance, energy and immunity, and delaying signs of ageing. This trend has been accompanied by other products and dietary regimens marketed under similar slogans, promising cosmetic results through specific ingredients or ready-made blends.
The experts told Al Bayan that many of these claims are not backed by reliable scientific evidence, noting that the health of skin and hair is not achieved through specific foods or blends, but rather through a balanced and comprehensive dietary pattern that meets the body's basic nutritional needs, alongside adequate water intake, good sleep and physical activity.
Dr Wafaa Helmy Ayesh, Head of the UAE Division for Parenteral and Enteral Nutrition and Vice President of the Arab Society for Paediatric Clinical Nutrition, said that promoting the use of IV nutrition therapy for cosmetic purposes — such as skin freshness, lightening or improving overall appearance — is not supported by clear scientific evidence. She stressed that this type of practice falls within the realm of marketing promises rather than a therapeutic intervention based on a proven medical need.
She explained that many of those who resort to these sessions in pursuit of quick cosmetic results stop after a short period, having noticed no clear or tangible outcomes as advertised. She noted that administering vitamins and minerals intravenously must remain linked to specific medical indications and carried out under specialist supervision, rather than being used as a general cosmetic procedure applicable without thorough health assessment.
Iman Hussein, a nutrition specialist at Burjeel Hospital Abu Dhabi, said that professionals working in healthcare and clinical nutrition need to continuously keep pace with research and medical developments, as scientific knowledge evolves constantly — particularly with regard to therapeutic nutrition and the care of patients in hospitals and intensive care units.
She explained that scientific conferences represent an important opportunity for nutrition specialists to stay abreast of the latest research and approved practices, noting that some medical recommendations previously in use have changed with the emergence of new studies, underscoring the importance of relying on science and research-based evidence rather than information circulating on social media without a clear scientific basis.
She added that clinical nutrition differs entirely from digitally trending content, as it is based on assessing each individual's condition and their health and nutritional needs — not on general recipes or ready-made products presented to the public as suitable for everyone.
She pointed out that what works for one person may not be appropriate for another, particularly in cases involving chronic illnesses, deficiencies in certain nutrients, or the use of medications that require a specific dietary regimen.
Ayat Osama, a nutrition specialist at Burjeel Al Najda in Abu Dhabi, said that the use of IV nutrition therapy for cosmetic purposes and skin radiance — as promoted in some advertisements — is not grounded in clear scientific evidence, stressing that this type of publicity conflates the actual medical uses of IV nutrition therapy with beauty-related marketing uses.
She explained that administering certain vitamins intravenously may have a role in specific medical cases, such as patients who have undergone obesity surgery, where vitamin absorption is poor and replacement of certain elements under medical supervision becomes necessary.
She added: "There are indeed medical cases that require intravenous vitamin replacement, particularly in some patients following obesity surgery when absorption is very poor. However, speaking of using these solutions purely for cosmetic purposes or skin radiance, as appears in some advertisements, is incorrect, and there is no scientific evidence proving that adding ingredients such as orange, mint or others affects the skin or enhances beauty."
Hafsa Jamil Saleh, a nutrition specialist, said that what is being promoted under the name of cosmetically oriented IV nutrition therapy requires a great deal of caution, stressing that many of these practices appear closer to commercial advertising than to procedures based on a clear scientific foundation.
She added: "Frankly, I believe that most of what is put forward in this field is a form of marketing and is not necessarily grounded in sufficient scientific evidence or proven health outcomes. Therefore, anyone considering undergoing such procedures must first know what ingredients are used, whether they contain vitamins or other substances, and the extent of their actual need for them."
She explained that obtaining vitamins and nutrients through food remains the best and safest option in most cases, noting that natural nutrition gives the body a better capacity to benefit from these elements compared with relying on supplements or intravenous solutions for cosmetic purposes.
She continued: "Even when dietary supplements exist, it is preferable for a person to obtain their needs through their daily diet, as the absorption of nutrients from food is far superior. As for the idea of administering vitamins or nutrients directly into the bloodstream intravenously on the grounds of improving beauty or radiance, this remains relatively new, and I do not see that there are sufficient scientific findings proving its efficacy in the manner that is being circulated."
She emphasised the necessity of always consulting a doctor, noting that using IV therapy solely for cosmetic purposes must be subject to thorough assessment, particularly since the body does not necessarily require additional doses of vitamins if the individual is already following a balanced diet.