In 2009, we began to see the trend of edible beauty hailed as the next big thing for the beauty industry. And the predictions were right on the money, with ingredients more familiar to the kitchen than the bathroom constantly cropping up in products across the board - from skincare, to make-up, hair and even nails.
Fashion designer Norma Kamali summed up this trend nicely when she explained, “I think skincare and healthy living go hand-in-hand, so I like products that are good for your inside as well as your outside.”
With edible beauty becoming such a mainstay movement, one brand has even gone so far as to name itself after it. To find out more about this growing trend, BD sits down with a range of brands to find out just why this trend has taken off, the benefits of edible ingredients, and future predictions.
The growth factor
Some trends come and go, but edible beauty is definitely one that continues to flourish. So why has this one resonated so much with consumers? “We are in the height of the wellness era and people are becoming more conscious of what they put on their skin as well as what they put in their body. Certain foods have been shown to help protect and support the skin’s structure and cells, greatly improving skin quality and overall skin health. With more research into different foods and their benefits, cosmetic manufacturers are able to harness these properties for effective topical use,” explains Alpha-H founder Michelle Doherty.
A theory supported by CND Creative Nail Design national sales manager Danelle Dent: “Manufacturers are using more and more edible ingredients in their beauty products due to a focus on health. Consumers realise the benefits of using products that are jam-packed full of natural ingredients rather than those with chemicals.”
The edible beauty trend corresponds with growth in the general health and wellness market, a category Euromonitor predicts will reach $US1 trillion by 2017. “I think the ‘clean green’ movement from diet to skincare is becoming more prevalent, and therefore consumers are becoming more educated about reading labels. Our skin is the largest breathable organ and absorbs what we put on it,” explains Kosmea founder Marie Kapetanakis.
But it’s not just our skin that is absorbing product; consumers are also unintentionally literally eating the products. “We are seeing more edible ingredients in beauty products as people (especially women) are becoming increasingly aware they ingest a lot of the ingredients in their lipsticks and lip balms. Some estimates suggest the average woman ingests just over 3kg of lip products in their lifetime!” reveals Brauer marketing coordinator Chloe Simpson.
Trend origins
Much like with many beauty “trends”, you just need to turn the history pages back to find its early origins. “Food has been used in beauty for thousands of years. The ancient Egyptians often mixed milk and honey to create moisturising face masks and used burnt almonds to paint their brows. In recent years, the wellness trend has put food into the spotlight, especially the benefits of superfoods which are also utilised in beauty products,” says Doherty.
For Kapetanakis, the recent trend towards edible beauty comes not only from the green clean eating epidemic, but also from the myriad of information available online now. “Gone are the days where we had to go to the library to do our research,” says Kapetanakis. Dent believes the trend stems largely from the increase of allergies that people have, which is sparking “the desire to decrease their exposure to harmful ingredients”.
The benefits
Trends come and go - but the ones that manage to stand the test of time are those that have true beneficiaries. “We know from scientific research that when applied topically, particular food-sourced antioxidants provide visible results to the skin. Some ingredients such as pomegranate are known for their ability to penetrate deeply into the skin where they assist cell regeneration and collagen production as well as protecting against cellular damage. Pomegranates are excellent for skin health as they are rich in antioxidants, polyphenols and vitamin C,” explains Doherty.
As well as providing efficacious results, edible ingredients also come with the asset that they are not chemical-laden. “By using food grade ingredients, we are comforted that we are not absorbing all the nasty harmful chemicals that are in the majority of beauty products,” says Kapetanakis. Simpson agrees, adding: “The benefits of edible ingredients are that when the product is accidentally ingested, you can be reassured you are not ingesting anything that is harmful to the body.”
Futurama
While edible beauty may be all the hype now, it’s definitely not a trend that’s set to fade away after enjoying its five minutes of fame. “I think as scientists continue to discover the benefits of different foods for the skin, cosmetic manufacturers will continue to use these ingredients in their products,” says Doherty.
But it’s not just scientists driving this trend, with consumers also helping its longevity. “I do see this trend continuing. As consumer awareness becomes more apparent, that will in turn drive sales of these products,” explains Dent.
Awareness and education will also see edible beauty remain a popular trend for years to come. “We now are becoming more alert and educated on what we are actually putting on our skin and how it affects us and the environment,” says Kapetanakis. Simpson concludes: “This trend will continue to flourish as consumers are opting for natural solutions. They have a heightened awareness and interest in product ingredients, where they have a preference for natural over chemical-based solutions.”
Ten edible beauty brand favourites
Alpha-H Gentle Daily Exfoliant - Green papaya and pineapple
Arbonne FC5 Collection - Strawberry, carrot, mango, and pumpkin
Brauer Natural Medicine Paw Paw - Fresh fermented paw paw, Australian honey, cocoa butter, grape seed oil, vitamin E, and stevia
CND Creative Nail Design SolarOil - Sweet almond oil, jojoba seed oil, and rice bran oil
Eminence Organics Skin Care Persimmon & Cantaloupe Day Cream - Persimmon and cantaloupe
John Frieda Sheer Blonde Highlight Activating Moisturising Shampoo and Conditioner - Honey and oatmeal
Kerstin Florian Rejuvenating Spirulina Masque - Spirulina
Kosmea Certified Organic Rose Hip Oil - Rosehip oil
Lush Beautiful Shower Gel - Dried apricots and fresh peach juice
Trilogy Make-Up Be Gone Cleansing Balm - Mango, coconut, and sunflower seeds
