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Once the domain of the kitchen, superfoods are creeping into our skincare products more and more, with a host of brands embracing the benefits these health powerhouses provide. "Health consciousness is going mainstream as we put our trust in the power of superfoods," says The Future Laboratory EVP global business director Claire Hobson.
Just like how eating superfoods boosts health and wellbeing, superfood ingredients offer a holistic approach to achieving that (often elusive) glowing skin. “What you apply to the outside should go hand-in-hand with what you put in your mouth. There is plenty of evidence to suggest the high nutrient content of superfoods is beneficial to one’s health and wellbeing both internally and externally,” explains director Tamara Eacott.
But before you start slapping kale leaves on your cheeks and spooning pomegranate onto your forehead, we’re asking the experts about why superfood-charged skincare is a growing trend, and how superfoods in beauty products stack up against those found in our diet.
A burgeoning trend
With a strong focus on wellbeing, Australians are exploring the use of natural ingredients that pack a powerful punch when it comes to both health and beauty. “The world is wising up to healthy living! The millennials have arrived and they’re interested in a far more balanced lifestyle than we ever had in our early years. They want to know where the product has come from, that it's genuine and good for them - and for the planet. The extension of this thinking from the food we eat to the products we put on our skin is completely natural,” says brand development manager Erica Anderson.
founder Michelle Doherty backs this sentiment, revealing: “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. Superfoods 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.”
Modern-day versus ancient thinking
While superfoods have featured in skincare products for centuries, the trend is becoming more widespread and well-known. “Anyone who’s followed the development of natural skincare in the last 15-20 years knows ingredients like coconut, avocado, aloe vera, acai and honey have been around for yonks and are becoming more and more popular,” says Anderson.
Now, the variety of superfood ingredients incorporated in skincare products is expanding. “I think there has been a significant increase in the types of ingredients used in skincare in line with added research on the external benefits of superfoods,” reveals Eacott.
Behind the growing popularity
Never before have consumers been so educated on all things health and beauty. The increased knowledge in both these areas has elevated the demand for superfoods. “As consumers are becoming more educated and more aware of the benefits of superfoods, they are incorporating them into their skincare routines via the products they use and through their diets. They feel like they are doing the right thing for their overall health and skin quality,” says Doherty.
In explaining further, Eacott says: “Consumers are seeking a path to maintaining wellness rather than treating sickness, and the addition of superfoods in the diet is just one element in the shift in consumer attitude globally.”
Superfoods for beauty and health
The foods we eat play a vital role in our skin’s appearance, and a healthy gut and digestion are key to a radiant, clear complexion. The question is, do superfoods benefit skin when applied topically? According to Doherty, the answer is a resounding “yes”.
“They both play an important role in skin health,” she explains. “When applied topically, superfoods help to nourish and protect the upper and lower layers of the skin to create visible results, whereas superfoods that are consumed through diet work on a cellular level throughout the entire body.”
Benefits of superfoods
It’s clear the inclusion of superfoods is beneficial, but the next question is, how so? “Most superfoods supply a concentrated mix of antioxidants which can be beneficial when treating certain skin conditions and preventing the natural ageing or oxidising process in the skin,” explains Eacott.
Often rich in antioxidants, polyphenols and vitamins, superfoods in skincare are delivering results. “We know from scientific research that when applied topically, particular food source 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 and protecting against cellular damage,” says Doherty.
For Goodness, the fact superfoods come from nature is the key to their success. “Mother Earth is pretty good at knowing what’s good for us. Keeping your food and your beauty products natural and simple (without too much processing) means you’re giving your body and your mind the best fuel to get on with the day. If we can take the good stuff from superfoods and include it in our beauty products – it’s a win, win for sure!” says Anderson.
Key products that include superfoods
- Formulated with beetroot extract, taro leaf extract and Japanese pagoda flower extract, this gel moisturiser helps to energise skin while protecting it from everyday environmental stress.
- Featuring pomegranate and mango seed butter, this daily hydrating moisturising protects against environmental elements and hydrates skin.