Skin care just got a little more digestible as gastroenterologists enter the realm.

Over the past decade skin care and cosmetics have gone through a revolving door of changes. We’ve watched brands go green. Seen them switch ingredients. Observed them learning that natural doesn’t mean 100% organic. We’ve also witnessed them become cleaner, offering formulas free from parabens, sulfates, phthalates, synthetic color, mineral oil and petrolatum. And, we’ve watched them adopt themes, a la food-based products—think Greek yogurt-based skin care or formulas that contain fruit.

If you are what you eat, then the gluten adverse sect needn’t be tolerant any longer as more and more companies are promising products that are vegan and gluten free.

Gluten free means formulas don’t use hydrologized wheat protein, an ingredient often used as a binding agent in creams, makeup and shampoos. Nars’ Makeup Cleansing Oil, Hourglass’ Film Noir Full Spectrum Mascara and Smashbox’s Doubletake Lip Color – to name a few — are offering gluten sensitive consumers the opportunity to apply make-up without the risk of rashes, bloated skin or puffy eyes. Some beauty brands, such as Jane Iredale, Sebamed and Supersmile have recognized the need to produce products suitable for those with celiac disease, eliminating the worry that makeup and shampoo might irritate their face or scalp, or that swallowing toothpaste with gluten could be hazardous. It’s no wonder Nielsen reported in 2011 that the gluten free market was a $6.3 billion dollar-plus industry with sales increasing 37%. It is likely that number has increased significantly with the onslaught of products that have become gluttonous about being gluten-less.

A thoughtful gesture, yes, but does it really matter or is it just a marketing ploy?

“Much of the gluten-free trend comes from people who have learned they have an intolerance or they have celiac disease. In their search for a gluten-free lifestyle they go toward the other side of the spectrum. And companies have fed into that and into people’s fear. They know there’s a demand for it, but there’s no scientific evidence that products with gluten will make you sick unless you eat them,” said Dr. Robyn Gmyrek, Assistant Clinical Professor of Dermatology, Columbia University Medical Center. “The molecule in these products is too large to penetrate into the skin. Unless you’re topical product is being injected – or you’re ingesting them, like toothpaste, lipstick or mouthwash, the gluten contained in the item will not be a problem.”

Now following in gluten-free footsteps are products that offer probiotic beauty power: good for the gut means good for your skin.

A slew of companies are including the digestive additive, aka good bacteria ingredients, into their products. Nude, Burt’s Bees and Clinique are among the pro probiotic brands, as is Tula, which is completely based on probiotic technology. Tula, which means “balance” in Sanskrit, was created by Dr. Roshini Raj, a gastroenterologist, who may be the latest medical doctor giving dermatologists some competition.

“I wanted to help women feel better, and what makes us feel good is our confidence,” shared Roshini. “As a gastroenterologist I’m fascinated with probiotics and wanted to create a skin care line that was innovative and effective and spoke to the concept of inside/outside beauty, while offering women optimal skin health.”

Co-founded by Roshini, Ken Landis—one of the co-founders of Bobbi Brown—and Dan Reich, the company launched in July 2014. With headquarters and labs based in New York, Tula took only one year from concept to being retail ready. Sold exclusively on QVC.com, they released five products, including a serum, a day and night moisturizer, an eye cream, a cleanser and a collection of travel-sized items. This month, Advanced Neck Cream, $75, and Exfoliating Treatment Mask, $49, join the family. With hopes of garnering additional opportunities with retailers, two additional products will be offered this year, with a sun care line rolling out in 2016.

“QVC was a great place to start and launch the brand,” shared Roshini. “When you’re coming out with a new concept having someone like QVC gives you validation and having one place to focus on and tell our story was important to us.” Why are probiotics all the rage? “Probiotics have been found to manage the level of inflammation within the skin – one of the larger causes of skin aging while encouraging cell metabolism, improving hydration and elasticity, preventing cellular DNA damage, and increasing collagen synthesis,” said Roshini. “It also helps prevent breakouts. By secreting anti-bacterial and anti-inflammatory substances, probiotics also help form a protective barrier and strengthen the skin’s natural protective mechanism.”

Perhaps that’s why the American Academy of Dermatology called topical probiotics a new beauty breakthrough.

“I think other companies will follow and dermatologists might start to consider this for treating skin conditions like rosacea, acne and eczema, among others,” she added. “Hopefully I bring a fresh perspective as someone who focuses more on digestive and internal heath.”