India, July 8 -- Every year, a new drink claims to change our lives. First, it was matcha, which turned lattes into a green symbol of mindfulness. Then came protein shakes, filling gym bags and Instagram feeds. The newest trend is collagen. Once found in supplement jars, it is now everywhere. It has become not just something you take, but something you show off.

On Instagram, influencers are posting videos showing how to use collagen powder. Lifestyle magazines share stories about how collagen improved their skin. In India, collagen is becoming very popular. I recently visited Matcha House, a cafe in Delhi's Green Park, which served matcha drinks with collagen, showing that this trend is moving beyond smoothies and lattes. The menu featu...