I saw an air-whipped moisturizer “packed with leafy superfoods”—kale, spinach, and green tea. An eye cream fortified with cucumber extract. A sleep mask with pumpkin and papaya enzymes. A coconut lip balm enriched with a “blend of apricot kernel, black currant seed, and grapeseed oils.”
There were so many food items in the product names, I almost felt like I was shopping for groceries.
Food is no longer a supporting player in the world of cosmetics.
It’s pushed its way into a starring role. Maybe I shouldn’t have been so surprised.
I’ve exfoliated with honey and sugar for years; home beauty remedies have long relied on basic household goods.
And yet I’ve always thought of pantry-to-product treatments as the antithesis of the glamor that’s characterized the industry since I’ve had access to television.
Curious to see if the trend was really as pervasive as it seemed, I attended New York City’s annual Beautycon, where every corporate beauty brand under the sun sets up thematic booths for enthused teenagers and celebrity panelists (even Hillary Clinton showed up).
As I walked the floor, the avocado jelly masks and broccoli-and-tea-tree dry shampoo made it clear...
By Hillary Bonhomme
thumbnail courtesy of newfoodeconomy.org