In celebration of Beauty Week 2020, Whole Foods Market global beauty buyers and experts have unveiled a list of the top five beauty and wellness trends for the year: bakuchiol, blue light defense, watermelon infusion, glycolic acid and all-over body masks.
 
Whole Foods Market’s standards go beyond typical “clean beauty claims,” and ban more than 100 ingredients found in conventional body care products, including phthalates, oxybenzone, triclosan, BHT, BHA and aluminum chlorohydrate. Whole Foods Market requires third-party certification for organic label claims on personal care products.
 
Whole Foods Market’s top five beauty trend predictions for 2020:
 
1. Bakuchiol
More and more beauty brands are backing bakuchiol, an extract derived from the seeds of the East Asian babchi plant, which is good news for those with sensitive or dry skin. While traditionally retinol has reigned supreme in skincare routines, consumers are discovering plant-based bakuchiol as a gentle and welcome alternative. Clean beauty devotees have been seeking out products with the trending plant extract to help skin look smoother and firmer while reducing the appearance of wrinkles.
 
2. Blue Light Defense
While most are already protecting their skin from harmful UV rays in the great outdoors, beauty brands are taking the fight against light indoors with a range of new blue light defense products. Whether sitting in front of a computer at work or simply reading a text on the sofa, daily screen time has become practically unavoidable. From serums to detox sprays, clean beauty brands are now using ingredients like carotenoid lutein that are thought to hydrate and protect the skin. Look for other ingredients in these products like blue green algae, charcoal and ginseng root extract that join the fight alongside lutein.
 
3. Watermelon Infusion
Roughly 90% water, watermelon also contains natural antioxidants like vitamins A, B, C and E. It’s no wonder that brands are looking to include Citrullus lanatus (the ingredient name for watermelon you might see on packaging) in common beauty products like hair care, face masks and lip balms.
 
4. Just Add Glycolic Acid
Flip over any number of common skincare products and you’ll likely find glycolic acid – an alpha-hydroxy acid (AHA) typically found in sugar cane – in the ingredients list. In 2020, this ingredient finally takes the lead in products from top clean beauty brands like Acure, Pacifica and Yes To. Consumers have reached for this ingredient for years for facial exfoliation and to help skin appear smoother, and now clean beauty brands are putting the small AHA molecule to work in big ways as the main ingredient in innovative cleansers, face masks, makeup removing wipes and exfoliation solutions.
 
5. All-Over Body Masks
While face masks have become an integral part of nighttime beauty rituals and one of the best ways to “treat yourself,” they are now making moves to your feet, hands, hair and everywhere in between. Beauty connoisseurs are reaching for these new masks to target specific areas of the body from hair treatments to eye masks to a tightening mask for your behind! By the end of 2020, fans of clean beauty masks will be covered from head to toe.
 
Try the Trends
 
Beauty enthusiasts are encouraged to try the trends during Whole Foods Market’s annual Beauty Week celebration. From Wednesday, March 11, through Tuesday, March 17, the national grocer will offer its wide selection of facial skin care, hair care, makeup, nail polish, perfume and cosmetic accessories at 25% off, with an additional 10% off the discounted price for Prime members. Starting today, Feb. 26, customers can “pre-shop” the sale and secure their beauty favorites in-store and return to make their purchases during the sale period.
 
In addition, Whole Foods Market’s Beauty Bags are back and available in limited quantities starting Friday, March 13. The Beauty Bags, which retail for $20, are filled with a mix of mini and full-sized products from brands like Dr. Hauschka, Acure and Mad Hippie, and are valued at more than $120 each. This year, shoppers can choose from two curated Beauty Bags, the Conscious Beauty Kit and Renew Your Beauty Ritual.