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Waterless Beauty, Simplified Routines Shape Clean Beauty at Whole Foods

Multitasking balms, upcycled beauty and more on tap as retailer sets up for Beauty Week 2021.

With Whole Foods Market’s Beauty Week set to begin next week, experts from the grocery chain’s trends council have unveiled their annual list of clean beauty trends for the year.

The big five are:
• Beauty Goes Waterless
• Multitasking Balms
• Juiced-Up Skin Care
• Upcycled Beauty
• Stressed Skin, Meet Ramped-Up Remedies
 
From beauty products that cut back on water to those that do double-duty, Whole Foods says consumers will continue to simplify in 2021 and beyond.  In a recent online survey conducted by The Harris Poll on behalf of Whole Foods Market, 85% of consumers who simplified their beauty routines over the past year plan to continue their new practices. Transparency remains as important as ever, too. More than half (57%) of consumers surveyed said they are interested in learning more about what ingredients are in the beauty products they are buying, according to Whole Foods.
 
“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.” 
 
Whole Foods bans more than 100 ingredients, including parabens, phthalates, microbeads and triclosan, from all beauty and body care products that it stocks. Additionally, it requires third-party certification for organic label claims on personal care products.
 
Shoppers can try the trends in store and via Whole Foods Market on Amazon during Whole Foods Market’s annual Beauty Week. From Wednesday, March 10, through Tuesday, March 16, the national grocer will offer its facial skin care, hair care, cosmetics, nail polish, perfume and beauty accessories at 25% off. Prime Members get an extra 10% off.
 
In addition, Whole Foods Market’s popular beauty bags are offered in limited quantities in stores only, starting Friday, March 12. There are two options–Glow-Up Beautiful and TNew Essentials bag, both of which are filled with a mix of mini and full-sized products from brands including Cocokind, Dr. Hauschka and Acure. Each assortment comes in a Queen Alaffia cosmetic bag that is handprinted by artisans in Togo, West Africa. 

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