This month, we’re diving into how beauty is stretching far beyond the bathroom shelf and showing up in grocery carts, wellness stacks, and home design. From ingestibles becoming a routine staple to Aesop-level aesthetics shaping taste, beauty is behaving less like cosmetics and more like culture.

Here’s what we’re seeing.

Trend 1: Ingestibles Move From Fringe to Front Row

Ingestibles have crossed into mainstream beauty. Ulta’s recent additions (ARMRA, Nutrafol, Ritual) show that beauty-from-within is now a commercial pillar.

And ingestibles aren’t just collagen anymore.
Brands are building full “beauty stacks”:

Lemme (Lemme Glow)
Biotin-forward gummy that treats glow like a daily habit.

ELM Biosciences (dual-pathway skin system) (VAAN client)
Biotech-driven ingestibles targeting skin health from the inside out.

Sakara Beauty Biome
Ingestibles disguised as skincare: packaged like night cream, positioned as the “missing step.”

Agent Nateur (hair + scalp longevity)
Luxury ingestibles rebranded as a full hair-and-scalp longevity routine.

Ritual Hyacera
A hydration serum in capsule form, sold as the newest addition to your topical stack.

These products are marketed and purchased: as beauty.

More on this shift in our 2025 Beauty Report.

Trend 2: Beauty Walks Into the Grocery Store

If “food-as-medicine” changed how we eat, the next wave is “skin-as-health.”

37% of U.S. consumers purchased skincare from supermarkets or mass retailers in 2025.

Whole Foods, Sprouts, and Erewhon grew more than 6% in 2024, generating $32B in sales, and have become holistic wellness destinations. 

For brands, this means:

• More frequent shopper touch points

• Built-in wellness alignment

• New storytelling angles

• A consumer expecting their routine to live where they already are
  
  Food × Beauty × Wellness are collapsing into the same aisle and the same mindset.

Trend 2: Beauty Becomes Culture

Beauty’s next stage isn’t SKU expansion. It’s context expansion.

Beauty is becoming:

• Home decor (quiet luxury packaging as aesthetic objects)

• A restorative ritual (less transformation, more recovery)

• Healthcare-adjacent (derm validation, clinical results, ingestibles)

This is beauty acting like culture.

Brands we’re watching

Meet Finnsul

Founded by Tarte creator Maureen Kelly and her two sons, Finnsul was born out of firsthand experience with gut issues and skin irritation, and the lack of solutions that actually addressed both.

Their early community buzz is already building, and their waitlist is officially live.

Follow their journey.

Meet Bev

Just launched this month, Bev is a Gen Alpha–created skincare brand founded by 12-year-old Everleigh LaBrant, who couldn’t find products that felt safe and age-appropriate for younger skin.

Gen Alpha brands are having a moment.

The generation that grew up on social media is now building skincare from scratch, creating products that reflect their values and experiences. We dive into their rise in beauty in our latest Beauty Report.

as always, thanks for tuning in!
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