Whole Foods Says Consumable Skincare Is Next Year’s Biggest Trend. Kylie Jenner’s Brand Already Cashed In $4.3M

Kylie Jenner’s brand Sprinter is already cashing in on it. After years of selling vodka sodas, in April, the Los Angeles-based company launched a new line of skin hydrating electrolyte mixes called K2O by Sprinter that contain collagen peptides and hyaluronic acid. “Collagen is having a big moment right now,” Sprinter CEO Jay Hunter previously told Inc.

Though some criticized Sprinter’s expansion, it allowed the brand to generate $4.3 million in sales over just three months, so it’s possible that other CPG businesses will follow suit as consumable beauty continues to gain traction.

Other products emerging from this trend include collagen jelly sticks, skin glaze gummies, olive oil shots, and drinkable sunscreen supplements, according to Whole Foods Market’s 2027 trend report, which is developed by an internal group that includes foragers, buyers, and culinary experts. Their predictions are informed by industry experience, observation of consumer preferences, and conversations with brands, per the report.

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Whole Foods has several products on its shelves that allow customers to eat or drink their way towards better skin. The list includes Kuli Kuli superfood gummies, True Sea Moss superfood gels, Rizo Radiance collagen teas, Kosterina extra virgin olive oil shots, Purely Elizabeth collagen-infused instant superfood oatmeal, and Fond Regenerative bone broths. The retailer is also planning to launch an in-house detox blend in January 2027.

The emergence of this category is hardly surprising. Today’s supermarket shelves are filled with better-for-you products that claim to support everything from sleep and focus to gut health. So it makes sense that consumers are now looking to foods and beverages to improve other parts of their body—namely, their skin. 

Erewhon was an early adopter: In 2023, the luxury grocer launched a $20 smoothie with collagen and sea moss in collaboration with Hailey Bieber. It became a viral sensation.

The beau-trition trend “makes taking care of yourself actually fun and convenient,” Abbey Appel, a Whole Foods category merchant who worked on the retailer’s trend report, said in a statement over email. “Nobody’s excited to swallow another pill, but a spoonful of sea moss gel, a little olive oil shot, a fun sparkling drink? That’s a completely different feeling.”

Here are the seven other CPG trends Whole Foods predicts will resonate next year: Japanese comfort foods, beans as main dishes, bitter flavors, origin stories, new takes on classic dishes, ingredient minimalism, and a zero waste-mindset.