The Superfood Effect: Why Kale Is Trending at Beauty Counters

An ad for Nails Inc.’s Nailkale collection

An ad for Nails Inc.'s Nailkale collection


Just as “health creep” has ushered in the rise of workout-proof makeup, ingredients hyped for their dietary and nutritional benefits are cropping up in cosmetics, too. “The lines between beauty and food continue to blur,” noted trendspotters at the J. Walter Thompson Innovation Group in “The Future 100,” their forecast of key themes for 2016, explaining that this ties into consumers’ holistic view of well-being. (See: niche brands like Australia’s The Beauty Chef and New York’s Loli, a subscription box for DIY “kitchen beauty.”)

But the influence of superfoods has been trickling into more widely available products, too: you can now find kale in nail colour and beyond; organic quinoa in makeup; and kombucha in skincare. Click through the slideshow below for the latest beauty launches taking a cue from the health-food aisle.


A version of this article was originally published in the Spring 2016 issue of Cosmetics magazine. For more, download our iPad edition.