Whole Foods Runs Down the Year’s Top Beauty Trends

In celebration of Whole Foods Market’s Beauty Week, the Austin, Texas-based grocer’s Trends Council has unveiled its annual list of the top five clean beauty trends for the year. Whole Foods is likely to have the destination departments in which to feature these products, as the grocer’s recent store openings suggest it’s paying attention to pretty store-within-a-store wellness and beauty sections in new locations. 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, says Whole Foods' Trends Council. Which beauty trends made the top five?

More beauty products are being packaged in solid, waterless formats to help minimize the use of plastic packaging, says Whole Foods. 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, say Whole Foods trend watchers.

A recent online survey conducted by The Harris Poll on behalf of Whole Foods Market found that 85% of consumers who simplified their beauty routines over the past year plan to continue their new practices. Tapping into products that multitask is one way to simplify. Balms are being reimagined to do it all, from lips to cheeks to cuticles.

Whole Foods predicts shoppers’ favorite superfoods in the produce aisle will now play starring roles in new beauty products. From celery and mushrooms to blueberries, fruits and veggies will now play a role in skin and self-care, says the Trends Council.

Whole Foods, which predicted more upcycled products in its 2021 Food Trends, is also seeing repurposed ingredients pop up in beauty products. “Think quality coffee grounds, discarded apricot stones, leftover argan shells—all ingredients that support your skin while giving what would have been food waste, new life,” says the company.

“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 for 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.”

Between pandemic stress and mask wearing, many a complexion reflects the rigors of the last year. Fear not. Clean beauty remedies have come to the rescue, says Whole Foods, and in new formats such as masks and serums with soothing ingredients like tea tree oil and witch hazel extract.

During Whole Foods’ annual Beauty Week, which takes place March 10-16, the company will offer its full range of beauty products at 25% off, with an extra 10% off for Prime Members. Whole Foods Beauty Bags featuring assorted mini and full-size products also will be available for $20 ($135 value) starting March 12.