To mark its annual Beauty Week event, Whole Foods Market’s global beauty buyers and experts have unveiled their inaugural list of top beauty and wellness trends for the year: Superfoods for beauty, beauty-oriented supplements, vegan cosmetics, sleep supporters and microbiome-friendly beauty products are stealing the spotlight in 2019.
Beauty enthusiasts are encouraged to try the trends during retailer’s Beauty Week celebration. From Wednesday, March 27 to Tuesday, April 2, the US-based grocer will offer its entire wide selection of makeup, facial care, hair care, nail polish, perfume and makeup brushes at 25% off, with an additional 10% off for Amazon Prime members.
Whole Foods Market’s top beauty and wellness trend predictions for 2019:
Superfood Beauty
Your favourite superfoods are not just in your supplements and smoothies anymore. They’re making appearances in beauty products, too. Think all things green — spirulina, avocado, green tea, matcha, kale — in face masks, body care and hair care. Functional mushrooms, which made Whole Foods Market’s food trends predictions list in 2018 for their growing presence in food and beverage aisles, are becoming more familiar to consumers, making them another superfood to watch for in topical beauty products like lotions and cosmetics.
Beauty from Within
The beauty-oriented supplements category is booming with new products (and new ways to ingest them) geared toward consumers looking for healthier hair, skin and nails. Essential fatty acids (EFAs) are being highlighted in the beauty world more than ever, in addition to other star ingredients, including collagen, which can now be found in powders, chews and shots. You’ll even find this on-trend ingredient in many Whole Foods coffee bars, where customers can order a collagen add-in to blended coffee drinks.
Vegan Cosmetics
While Whole Foods Market has only sold beauty and personal care products that have not been tested on animals for more than 30 years, the cruelty-free movement is picking up steam across the industry in 2019 with an emergence of (and customer demand for) new vegan cosmetics. Due to increased consumer awareness around transparency, vegan and non-vegan customers alike are also paying attention to third-party certifications like Leaping Bunny. Another factor leading this trend is the improved pigments and staying power of vegan cosmetics rivalling those of conventional makeup brands.
Sleep Supporters
The term ‘beauty sleep’ isn’t a new idea, but in 2019, consumers are approaching it in a more holistic way. Nighttime rituals are gaining popularity in homes (and being widely shared on Instagram) whether it’s making a soothing beverage, taking a bath or relaxing with a face mask at the end of the day. With an array of products from aromatherapy essential oil blends and diffusers to bath bombs and sleep-supporting supplements, there are more ways than ever to create a personalized evening beauty routine geared toward the best rest. Warming beverages like #moonmilk and golden milk incorporate adaptogens that have been used for centuries in traditional Chinese and Ayurvedic medicines to support sleep and decrease the effects of stress.
Microbiome-Friendly Beauty
While shelf-stable probiotics made Whole Foods Market’s 2019 Top 10 Food Trends list for adding new strains of probiotics into foods, topical beauty brands are attempting to leave “good” existing bacteria on skin with new prebiotic and microbiome-friendly products. The retailer says its buyers are expecting to see even more brands experimenting with pre- and probiotic-based ingredients in topical, shelf-stable products like sunscreen and moisturizers throughout the next year.
Whole Foods Market bans more than 100 ingredients found in conventional body care products, including phthalates, microbeads, triclosan, BHT, BHA and aluminum chlorohydrate. Whole Foods Market created its own standards for organic labelling on personal care products, as there are no mandatory government standards for “organic” claims in the body care industry.