Super Beyond Foods is a topic in our current quarterly report, which you can download here.

When you hear the term “superfoods,” you might think of fresh vegetables, exotic fruits and hard-to-pronounce herbal ingredients found in a vitamin bottle. These foods and supplements are utilized in the beauty industry as functional ingredients for hair, skin, and body care products. Many of the nutrients found in foods such as green leafy vegetables like kale, or healthy fats like coconut oil, have benefits that can enhance full-body well-being .

Consumer demand for plant-based and clean-label products is part of a movement we saw in our Q2 report from this year. Companies such as Briogeo are creating innovation in the body care category. Armed with a cheeky caution label warning users not to consume the contents, Briogeo’s Replenishing Superfood Shampoo and Conditioner comes packed with—you guessed it–superfoods. These hair care products might sound like a salad you put on your head in the shower, but it turns out kale, spinach, and apple are great for boosting healthy locks, too.

Adding superfoods to a beauty routine doesn’t stop with hair care either. Sephora, one of the most recognizable names in the beauty space, is featuring whole-food packed products for face, body, hair, and even joint health. The worldwide brand is also putting clean beauty in the spotlight by promoting brands with a commitment to transparency with its Clean at Sephora seal. The label creates consumer awareness, and lets shoppers easily find the brands using more natural ingredients and less added or unwanted ones such as preservatives, perfumes, and dyes.

Made with the same herbal ingredients used in holistic healing, Youth to the People’s Adaptogen Deep Moisture Cream uses ashwagandha, rhodiola, holy basil, and reishi mushrooms to counteract environmental stress and damage that causes our skin to show signs of age. Also from the California brand are cleansers, serums, facial oils, and treatment masks, all made in small batches, without the use of harsh chemicals, preservatives or animal-based ingredients.

Popular ingredients such as kombucha, turmeric, and collagen are being incorporated into products across multiple categories as the demand for wellness-based goods is on the rise. These spices, teas, and supplements can provide nutrients and protective properties for the body—amplifying the effects of other elements providing synergy. Besides helping with endurance, specific ingredients such as collagen can improve joint mobility with the added benefit of providing elasticity in skin, thus reducing the appearance of wrinkles.

At-home beauty remedies using superfoods are becoming more popular as a cost-effective, DIY method of utilizing edible ingredients and pantry staples to create spa-level treatments. Common groceries such as honey, oats, sea salt, and avocado can be combined to make an exfoliating body or face scrub, and the digital landscape for these recipes is constantly expanding with the increasing focus on wellness.

The next time you take a peek into your refrigerator or pantry shelves, you might take note of just how many products you have are multi-purpose. That jar of Himalayan pink salt, the apples, or even your favorite olive oil could become a recipe for a better you, inside and out!

We will be watching this, and other superfood trends to see where the next wave of wellness takes us. Until then, it might be time to update the old adage to “an apple a day, keeps the bad hair days at bay.”

Super Beyond Foods is a topic in our current quarterly report, which you can download here.

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