Beauty Bites

Never before have wellness and beauty been so intertwined. Beauty companies are marketing foods the same way they sell concoctions to boost skin radiance. The result is a new category — beauty foods. The segment is taking on a whole new life in an age where consumers are increasingly connecting the wellness dots between eating, exercise and beauty. “This has been all around the edges for some time,” said Wendy Liebmann, chief executive officer of WSL Strategic Research. “The natural organic movement in beauty has driven some of this and the broader wellness conversation around internal and external beauty.” “The overlap really centers around the idea that consumers across categories are just viewing health and wellness more holistically,” said Jordan Rost, vice president of consumer insights at Nielsen. For many consumers, that wellness sphere also includes beauty. “The money people are spending on living healthfully is increasing every day,” Rost said. The idea of a beauty company making food that also provides skin benefits takes the beauty- from-the-inside out concept a step beyond the nutritional supplement. While data related specifically for beauty foods isn’t readily available, face-related nutritional supplements are on the rise in the U.S. market, gaining 84 percent in 2016,

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