Whole Foods Market Predicts 2021’s Top 5 Clean Beauty Trends

Whole Foods reports that the beauty industry has seen significant consumer shifts this year due to COVID-19, and the top 5 trends are a reflection of those changes.

New beauty bag essentials based on Whole Foods Market's clean beauty trends for 2021. Image courtesy of Whole Foods Market.

Austin, TX—What’s next for the beauty category? Consumers will continue to simplify in 2021 and beyond, according to the experts on Whole Foods Market’s Trends Council. Their top 5 clean beauty trends for 2021:

  • Beauty Goes Waterless: More beauty products are being packaged in solid, waterless formats to help minimize the use of plastic packaging, Whole Foods Market’s Trends Council reports.
  • Multitasking Balms: Lips, cheeks, cuticles, and “anywhere that needs a little extra TLC,” can benefit from skin-loving moisturizers packed with ingredients like shea butter, coconut oil, and sunflower seed oil, according to the trendspotters.
  • Juiced-Up Skin Care: From celery and mushrooms to blueberries, the Trends Council says go-to ingredients for juices, smoothies, and salads are also in beauty products to  help skin look brighter and firmer.
  • Upcycled Beauty: “We’re seeing repurposed ingredients pop up in beauty products too,” the Whole Foods expert share. “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.”
  • Stressed Skin, Meet Ramped-Up Remedies: Expect to see more clean beauty remedies  in new formats like masks and serums with soothing ingredients like tea tree oil and witch hazel extract.

Read more on the trends, including brands that deliver, here.

Whole Foods also reported that a recent online survey conducted by The Harris Poll on behalf of the grocer found that 85% of consumers who simplified their beauty routines over the past year plan to continue their new practices, according to a press release. And 57% of survey respondents expressed interest in learning more about what ingredients are in the beauty products they purchase.

“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, in the release. “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.” Jargo added that Whole Foods Market’s annual Beauty Week sale (taking place March 10 through March 16) is a great time for customers to try trending ingredients and products at a discount.

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The New Beauty
Whole Foods Market Releases 2021 Trends