Superfood skin care blends grooming and gastronomy

Young people are elevating simple indulgences like treating oneself at home; 67% of youth indulge in self-care products (69% of young women and 65% of young men). In the past, treating yourself was about splurging on big-ticket items, but now, simple skincare acts are being considered luxuries, and these brands are blending this practice with another category exalted by young consumers: food.


Founded by former L’Oréal and Estée Lauder executive Tina Hedges, LOLI is the first BIY (Blend It Yourself) beauty brand that lets consumers customize products based on their individual needs. The clean and green company harnesses the power of organic, food-grade ingredients like plum oil, matcha, almond flour, and many more, all of which have been ethically sourced or upcycled by fair trade farmers. All products are minimally processed, never diluted, and come in certified compostable packaging that proves that sustainability can also be chic.


British superfood brand Elemis offers a range of nutrient-dense products to help nourish and revitalize the skin. The science-backed formulas blend plant-based powerhouses like cucumber, avocado oil, broccoli oil, and more for hydration and an antioxidant kick. There’s even a prebiotic derived from sugar to balance the skin’s microflora. Taking a nod from the booming male grooming market, the company is also ahead of the curve in that it markets to men as well as women, acknowledging the heightened focus that young men are placing on self care.


Named one of GQ’s favorite moisturizers, the Kale + Spinach Age Prevention Cream from superfood skin care line Youth to the People is beloved for its tingly feel and effectiveness (plus its cool typeface). Cousins Greg Gonzalez and Joe Cloyes drew inspiration from their grandma—a trailblazer who started the first advanced skin institute in the U.S. and wrote the initial Esthetics curriculum for the California State Board of Cosmetology—when founding the brand. They credit their approach to skincare and their practice of combining “the best of science and the best of nature” to her teachings and influence.