It used to be that makeup came in a handful of shades, usually pale shades that didn’t include the variety of skin tones seen throughout the country. But today, makeup brands, like CoverGirl and its line of TruBlend Matte Made Foundation, which comes in 40 shades, are embracing inclusivity, a top trend according to consumer research firm Mintel.
New pill on the block
Gummy vitamins aren’t just for kids anymore. And brightly colored pills and packaging attract consumers who want to focus on specific concerns, like getting enough superfoods or beautifying hair, skin and nails, such as Olly’s Undeniable Beauty gummy dietary supplement.
Face masks are growing in popularity, and the products are popular with both men and women who can be seen donning face masks in selfies and sharing them on Instagram feeds. The charcoal whipped purifying detox mask from Bioré combines the growing mask and charcoal trends.
Matcha and collagen are the crazes Vital Proteins is bringing together with its Matcha Collagen powdered dietary supplement. A canister claims to supply skin, hair, nail and joint support as well as a natural pick-me-up.
Tom’s of Maine
Toothpaste is a standard in any grocery store health and wellness aisle, and Tom’s of Maine is a mainstay natural brand. But a tube of its new Salt Anticavity Toothpaste has an unusual twist. The sea salt scrubs away surface stains.