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Whole Foods Market Predicts Clean Beauty Trends For 2021

Whole Foods supplier awards beauty trends

Last updated on June 13th, 2024 at 03:16 pm

In celebration of Whole Foods Market’s Beauty Week, experts on the grocer’s Trends Council have unveiled their annual list of top five clean beauty trends for the year: Beauty Goes Waterless, Multitasking Balms, Juiced-Up Skin Care, Upcycled Beauty and Stressed Skin, Meet Ramped-Up Remedies.

From beauty products that cut back on water to those that do double-duty, the pattern is clear: Consumers will continue to simplify in 2021 and beyond. A recent online survey conducted by The Harris Poll on behalf of Whole Foods Market found that 85 percent of consumers who simplified their beauty routines over the past year plan to continue their new practices. 

Transparency remains as important as ever, too. More than half of consumers surveyed said they are interested in learning more about what ingredients are in the beauty products they are buying.

“The beauty industry has seen significant consumer shifts this year due to COVID-19, and our trends are a true reflection of these changes,” said Amy Jargo, global beauty buyer at Whole Foods Market. “Customers are looking to streamline their beauty routines, while also seeking out brands that align with their values like those that limit their environmental impact with waterless and upcycled products. Beauty Week is the perfect time for customers to try these trending ingredients and products at a great discount.”

Beauty enthusiasts are encouraged to try the trends in store and via Whole Foods Market on Amazon during Whole Foods Market’s annual Beauty Week celebration. From Wednesday, March 10, through Tuesday, March 16, the national grocer will offer its wide selection of facial skin care, hair care, cosmetics, nail polish, perfume and beauty accessories at 25 percent off, plus Prime Members get an extra 10 percent off.

In addition, Whole Foods Market’s Beauty Bags are back and will be available in limited quantities in stores only, starting Friday, March 12. This year, shoppers can choose from two curated options: The Glow-Up Beautiful bag and The New Essentials bag. Valued at more than $135 and retailing for just $20 each, the Beauty Bags are filled with a mix of mini and full-sized products from brands like cocokind, Dr. Hauschka and ACURE. Each assortment comes in a Queen Alaffia cosmetic bag, handprinted by artisans in Togo, West Africa.


Whole Foods Market’s top five beauty trend predictions for 2021

Beauty Goes Waterless

More beauty products are being packaged in solid, waterless formats to help minimize the use of plastic packaging. When a product isn’t in liquid form, brands can use materials such as recyclable boxes or metal tins, and the product is generally smaller, reducing the amount of packaging needed and the shipping weight. Expect to see shampoo and conditioner bars that leave hair fresh and clean with less packaging, and toothpaste tablets that whiten, brush away plaque and do some good for the environment.

Multitasking Balms

If 2020 taught us anything, it was to be really good at multitasking – and turns out that beauty products have learned that, too. Balms are being reimagined to do it all: lips, cheeks, cuticles – anywhere that needs a little extra TLC. Plus, these skin-loving moisturizers are packed with ingredients like shea butter, coconut oil and sunflower seed oil.

Juiced-Up Skin Care

Juicing fruits and veggies isn’t the only way to incorporate more of them in your daily routine. Produce-aisle favorites are now playing starring roles in new beauty products. New skincare and self-care essentials will make you rethink how to take full advantage of top superfoods.

Upcycled Beauty

Upcycled products aren’t just showing up in food (as was predicted in the 2021 Food Trends), we’re seeing repurposed ingredients pop up in beauty products, too. Quality coffee grounds, discarded apricot stones, leftover argan shells — are all ingredients that support your skin, while giving new life to what would have been food waste.

Stressed Skin, Meet Ramped-Up Remedies

Clean beauty remedies have come to the rescue in new formats like masks and serums with soothing ingredients like tea tree oil and witch hazel extract.

Whole Foods Market’s standards go beyond typical “clean beauty” claims. The company bans more than 100 ingredients, including parabens, phthalates, microbeads and triclosan, from all beauty and body care products it sells. Additionally, Whole Foods Market requires third-party certification for organic label claims on personal care products, as there are no mandatory government standards for “organic” claims on body care products.

Find out more about Austin, Texas-based Whole Foods Market here.

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