Superfood: The star ingredient in the Beauty sector beneficial for health and well-being

Finding innovative ingredients and discovering the latest cosmetic actives is one of the reasons why MakeUp in Paris is a must visit show, on 20 & 21 October 2021. Today, let’s explore a key trend in what many consumers like and look for in terms of ingredients: Superfoods.

A superfood is a nutrient-rich food considered to be especially beneficial for health and well-being. Superfoods are fast becoming star ingredients in the beauty sector as they have interesting properties for the skin but also a positive image among consumers.

These latter are indeed attracted to more natural products and ingredients, hence the rise of clean beauty. Skincare and makeup products are now more and more drawing on nature to extract its most powerful active ingredients and create potent treatments. You can find kale-based cleansers, blueberry infused serums, turmeric concealers, cranberry glosses or spirulina eye contours.

Renowned for their antioxidant and anti-inflammatory powers, experts claim they can be firming, act on hyper pigmentation, boost complexion, plump the skin and much more. Many brands have now created dedicated products and even whole ranges with superfood ingredients.

Not only does the natural aspect of superfoods appeal to consumers, the fact that they are products that can be found in the pantry has another benefit. Indeed, during lockdown, when shopping was limited and people had more time to care for themselves, the use of kitchen ingredients to create at-home treatments boomed. You could, and still can, find countless tutorials and videos on how to make face masks, scrubs and other balms with aloe vera, chia seeds or goji berries to name a few. If the potency of DIY skincare cannot compete with professional products, it still gave consumers a taste of what food ingredients could do for them and it will surely prompt an even bigger interest for them in the future.


About WeOutWow

WeOutWow is a trend and prospective agency based in Paris and Tokyo. Our team help brands get inspired and find new ideas in products, design, retail and digital.

For that, we create inspirational booster books that are curated, concise, educational and fun. They read like glossy magazines but also contain actionable business advice. They are covering not only product launches but also events, retail design, digital initiatives, and customer experiences across different countries (Japan, UAE, Korea, US, Australia, and more).

We also offer product shopping in Europe and Asia, online prospective presentations, bespoke books and personalized consulting services.