Whole Foods Predicts Consumable Skincare as Next Major Trend
Whole Foods Market anticipates "beau-trition," or consumable skincare, will be a significant trend next year. Kylie Jenner's brand has already seen substantial sales from this category.
Whole Foods Market forecasts that "beau-trition," a category combining nutrition with skincare benefits, will emerge as a major trend in the coming year. This development signifies a growing convergence between the food and beverage industry and the beauty sector, as consumers seek internal solutions for external appearance.
The financial viability of this trend has been demonstrated by Kylie Jenner's brand, Sprinter. Its recently launched K2O by Sprinter line of skin-hydrating electrolyte mixes, containing collagen peptides and hyaluronic acid, reportedly generated $4.3 million in sales within three months. This success could prompt other consumer packaged goods (CPG) companies to explore similar product lines.
According to Whole Foods' 2027 trend report, "beau-trition" is manifesting in various product forms, including collagen jelly sticks, skin glaze gummies, and drinkable sunscreen supplements. The retailer itself is preparing to introduce an in-house detox blend in January 2027.
The rise of consumable skincare aligns with broader consumer interest in "better-for-you" products. "Beau-trition" offers a more engaging and convenient approach to self-care compared to traditional supplements, according to Whole Foods category merchant Abbey Appel.