Whole Foods Market has its eye on clean beauty trends for the year ahead, deploying its “Trends Council” to reveal a list of five trends in concert with the retailer’s beauty week sale. The trends highlight some exclusive items from Whole Foods, too.
Each of the beauty trends tip to a larger trend of consumers looking to simplify their beauty routines in 2021, the chain said. A Harris Poll on behalf of Whole Foods found that 85% of consumers who simplified their beauty routines last year continue to plan on keeping it simple. The poll also showed that consumers are looking for transparency in products with 57% of respondents saying they want to know more about what ingredients are in the beauty products they’re buying.
“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. “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. Beauty Week is the perfect time for customers to try these trending ingredients and products at a great discount."
Whole Foods will have trending products available in stores and at Whole Foods Market on Amazon for its annual “Beauty Week” celebration that begins March 10, including retailer exclusives like Pacha shampoo and conditioner bars. The celebration also ushers in new Beauty Bags that contain a range of small and full-sized beauty products from different brands including the Whole Foods Market brand.