Whole Foods: A beauty destination?

Seattle-based Amazon wants to capitalize on society’s clean-label beauty and wellness trend by helping the public know what its Whole Foods Market stores have to offer.

According to Glossy, a beauty publication, Austin, Texas-based Whole Foods Market plans on developing a new marketing strategy to educate customers on what it has to offer in the beauty category, as well as recruiting new brands.

In an interview with Glossy, Jen Coccaro, director of merchandising for Whole Body, the chain’s beauty and wellness sector, noted that Whole Foods has been selling natural and organic beauty products since it was founded in 1980. This was well before the advent of the $4.2 trillion wellness industry and mainstreaming of beauty supplements and “clean beauty,” which generally refers to products made using only natural, organic, non-irritating and pH-optimized ingredients.

“What we are trying to do now is be more engaged in the industry, make our customer more aware of us, and that we have clean beauty products and full solutions to wellness,” she told Glossy.

Coccaro says the company is always looking for new additions that align with its product goals.