April 13-14, 2022 THE BREWERY - London Better for the People and the Planet


everything-you-need-to-know - 30/06/2021

Finding innovative ingredients and discovering the latest cosmetic actives is one of the reasons why MakeUp in Paris is a must visit show. 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.



WeOutWow is a trend and prospective agency based in Paris and Tokyo. We specialize in helping your brand reach its full potential and give you insights and strategies to find new ideas in products, design, retail and digital.

For that, we create inspiration booster books each season and we also offer online prospective presentations, bespoke books and personalized consulting services. Get in touch with us at hello@weoutwow.com