Foundermade 2021: Three Beauty & Wellness Trends to Watch
At this year’s digital Foundermade Future of Beauty & Wellness Summit (September 23), brands focusing on natural ingredients took the stage. As we cope with pandemic stress, new products target wellness-craving consumers with self-care solutions, addressing skin, sleep and hair issues.
- Culinary-Level Extracts: Beauty brands are embracing products with food-inspired ingredients. San Francisco-based CoZi Skincare’s blueberry cream targets fine lines and wrinkles with green tea and blueberry oil. Canadian skincare line Teal N Bronze’s Java Jazz body butter, made of hand-crafted coffee oil and cinnamon bark oil, improves blood circulation, leading to a more toned muscle appearance. See Essential Oils for more on their trending role in beauty.
- Herbalism’s Spotlight: CBD has been a standout beauty ingredient since 2019 (see Beauty’s CBD Rush); brands at Foundermade continue to leverage the compound’s appeal. Vermont CBD brand Pure + Planted sources its hemp from local farmers, ensuring high-quality, handpicked ingredients. Its starter kit includes three distinct ways to consume CBD – ideal for first-time users curious about different formats. LA CBD brand Vivi Naturals uses nano CBD (for quick absorption) in its wellness gummies, which combat stress and boost energy.
- Upgraded Self-Care: NYC-based haircare brand Swair showcased its showerless shampoo – which, unlike dry shampoo, actively cleans without leaving a residue or stripping the hair of natural oils. By replacing traditional shampoo with showerless shampoo twice a week, Swair estimates at least 312 gallons of water a year could be saved, attracting sustainably minded consumers. For more on the reduction of water in beauty, see March’s Beauty Sustainability Round-Up.
- Sleep Care: Northern California-based start-up Nodpod showcased its weighted sleep mask. With four microbead pods, the strap-free mask applies gentle pressure, promoting restful sleep. For more on the role of beauty and wellness products in the consumer’s quest for better sleep, see The Beauty Sleep Opportunity.