From collagen-infused snacks and olive oil shots to nutrient-rich foods such as sardines, ‘beautrition’ is highlighting the growing connection between nutrition, skin health and beauty routines.
As 2027 approaches, beautritiongain momentum in 2027, as consumers increasingly explore how nutrition and lifestyle can complement their skincare routines. The trend, known as ‘beautrition’, reflects a growing convergence between the beauty, food and wellness industries.
Whole Foods Market has identified beautrition as one of eight major food and drink trends in its 2027 predictions, pointing to growing interest in foods and beverages associated with skin health and overall wellbeing.
From collagen-enriched cookies and jelly sticks to bone broth, olive oil shots, sea moss and nutrient-rich seafood, the trend highlights how beauty-focused nutrition is moving beyond traditional supplements and into everyday eating habits.
What is Beautrition and why is it trending in 2027?
Beautrition describes the intersection of beauty and nutrition, focusing on the role that food, nutrients and dietary habits can play in supporting normal skin function and overall health.
While the concept of beauty from within is not new, Whole Foods Market predicts it will become more mainstream in 2027, with beauty-associated ingredients appearing in a wider range of convenient food and drink products.
Collagen, antioxidants, protein, essential fatty acids and hydration are central to the conversation. Consumers are increasingly interested in how these factors fit alongside topical skincare, professional treatments and everyday wellness routines.
Products highlighted in the trend include collagen-infused snacks, olive oil shots and sea moss, alongside familiar foods such as sardines, oysters, carrots, cucumber and cabbage.
The shift reflects a broader understanding of skincare, in which consumers consider not only what they apply to their skin, but also how diet and lifestyle contribute to skin health.
Can beauty-focused foods really improve skin health?
Although interest in beautrition is growing, the scientific evidence supporting individual ingredients and supplements varies.
A balanced diet provides essential nutrients that support normal skin function. Vitamin C contributes to normal collagen formation, while dietary protein supplies amino acids required for the maintenance and repair of body tissues. Essential fatty acids also play a role in maintaining normal skin function.
However, claims surrounding collagen supplements require a more cautious approach.
A 2025 systematic review and meta-analysis published in The American Journal of Medicine, examining 23 randomised controlled trials involving 1,474 participants, found that reported improvements in skin hydration, elasticity and wrinkles were not sustained when researchers analysed higher-quality studies or studies without pharmaceutical industry funding.
The researchers concluded that the available evidence did not support using collagen supplements to prevent or treat skin ageing. Other reviews have reported potential benefits, although limitations in study quality and consistency remain.
For beauty professionals, the distinction between supporting skin health and promising anti-ageing results is important. While nutrition is an essential part of overall wellbeing, no single food or supplement should be presented as a guaranteed solution for wrinkles, loss of elasticity or other signs of ageing.
What does beautrition mean for beauty professionals?
The rise of beautrition reflects a broader shift towards a more holistic approach to skincare, creating opportunities for salons, spas and skin clinics to respond to consumers seeking a more comprehensive understanding of skin health.
Potential opportunities include:
More holistic consultations: Discussing how lifestyle and general wellbeing complement professional skincare treatments.
Wellness-led experiences: Exploring services that connect relaxation, skincare and wider wellbeing goals.
Retail and education: Providing evidence-informed information about skincare ingredients, nutrition and realistic treatment outcomes.
Professional partnerships: Collaborating with qualified nutritionists and dietitians when clients require personalised dietary guidance.
The trend also reinforces the importance of professional education. Beauty therapists can help clients understand skincare routines, treatment suitability and general skin-health principles, while recognising when dietary or medical questions should be referred to appropriately qualified practitioners.
As consumer interest in beauty from within grows, credibility will be essential. Businesses that communicate clearly, avoid exaggerated claims and prioritise evidence-based advice will be better positioned to build lasting client trust.
What other food and wellness trends will shape 2027?
Beautrition is one of eight trends highlighted in Whole Foods Market’s annual predictions, which also point towards changing consumer preferences around ingredients, flavour and sustainability.
Other predicted trends include:
The Bean Boom: Beans and legumes take a more prominent role as affordable sources of protein and fibre.
The Yōshoku Effect: Japanese interpretations of Western comfort foods, including omurice and Japanese curry, gain attention.
Bitter Done Better: Consumers explore more complex bitter flavours in food and drinks.
Terroir’s New Territory: Interest grows in the origins and provenance of ingredients, including regional honey, chocolate and seafood.
Dish Reinvention: Familiar foods are reimagined through unexpected combinations and formats.
Ingredient Minimalism: Simpler ingredient lists attract consumers scrutinising additives and ultra-processed foods.
Zero Waste 2.0: Food businesses find new ways to repurpose surplus ingredients and reduce waste.
Jade Hoai, executive lead of purchasing at Whole Foods Market UK, said the predictions reflect changing consumer priorities, including greater curiosity about food origins, openness to reinvented flavours and demand for simple, whole-food ingredients.
The future of beauty is increasingly holistic
For the beauty and wellness industry, beautrition signals a growing interest in the relationship between nutrition, lifestyle and professional skincare.
As consumers explore collagen products, functional foods and other beauty-focused ingredients, professionals have an opportunity to provide clear, evidence-informed guidance and help clients develop realistic expectations.
However, the opportunity lies in responsible education rather than quick-fix promises. While a balanced diet supports overall health and normal skin function, claims about the ability of specific foods or supplements to reverse skin ageing require careful scrutiny.
As 2027 approaches, beautrition could become an increasingly prominent part of the beauty conversation, bringing nutrition and skincare closer together and reinforcing the role of holistic wellbeing in modern beauty routines.
