 Carotenoids are natural products regulated by the food sector which are currently used as feed dyes and as antioxidants in dietary supplements and composing functional foods for human consumption. Only retinoids derived from beta carotene have the status of a drug and are regulated by the pharmaceutical sector. In this review, we address a novel field, the transformation of xanthophils, particularly the highly marketed astazenthin and the practically unknown bacteria rubrin and therapeutic agents by altering their pharmacokinetics, biodistribution and pharmacodynamics through their formulation as nanomedicines. Xanthophils lack therapeutic activity but also lack toxicity. Formulated as nanomedicines, xanthophils gain therapeutic activity by mechanisms other than increased bioavailability. Loaded into ad hoc tailored nanoparticles to protect their structure throughout storage and during gastrointestinal transit or skin penetration, xanthophils can be targeted and delivered to selected inflamed cell groups. This article was authored by Maria Jose Marilla, Kajo Ghoshal and Edder Lilia Romero. We are article.tv, links in the description below.