In celebration of their sixth annual Beauty Week 2020, Whole Foods Market global beauty buyers and experts have unveiled their second annual list of top five beauty and wellness trends for the year.
1. Bakuchiol: An extract derived from the seeds of the East Asian babchi plant. While traditionally retinol has reigned supreme in skincare routines, consumers are discovering plant-based bakuchiol as a gentle and welcome alternative for sensitive skin. Bakuchiol has become a hot ingredient in clean beauty brands.
2. Blue Light Defense: While most are already protecting their skin from harmful UV rays in the great outdoors, beauty brands are taking the fight against light indoors with a range of new blue light defense products. From serums to detox sprays, clean beauty brands are now using ingredients like carotenoid lutein (commonly found in the supplement aisle) that are thought to hydrate and protect the skin. Other innovative ingredients like blue-green algae, charcoal, and ginseng root extract join the fight alongside lutein.
3. Watermelon Infusion: Roughly 90% water, watermelon also contains natural antioxidants like vitamins A, B, C and E. It’s no wonder that brands are looking to include Citrullus lanatus (the ingredient name for watermelon you might see on packaging) in common beauty products like haircare, face masks, and lip balms. Watermelon seeds are emerging as a unique ingredient in the food world too, as noted in Whole Foods Market’s 2020 food trend predictions.
4. Just Add Glycolic Acid: Flip over any number of common skincare products and you’ll likely find glycolic acid—an alpha-hydroxy acid (AHA) typically found in sugar cane—in the ingredients list. In 2020, this unsung hero of the beauty and skincare world finally takes the lead as a star ingredient in products from top clean beauty brands. Consumers have (sometimes unknowingly) reached for this ingredient for years for facial exfoliation and to help skin appear smoother, and now clean beauty brands are putting the small AHA molecule to work in big ways as the main ingredient in innovative cleansers, face masks, makeup-removing wipes, and exfoliation solutions.
5. All-Over Body Masks: Feel like you can’t open your Instagram feed without seeing a face mask? While they have become an integral part of nighttime beauty rituals and one of the best ways to “treat yourself,” they are now making moves to your feet, hands, hair, and everywhere in between (yes, everywhere). By the end of 2020, fans of clean beauty masks will be covered from head to toe.
Photo: Joanna Kosinska via Unsplash