Whole Foods Sets Sights on Redefining Eco-Friendly Beauty Industry

There’s no doubt that ‘going green’ has evolved beyond being a passing fad. From organic food to BPA-free baby bottles, the green movement has not-so-slowly crept its way into every corner of commerce. The beauty industry has been particularly affected as make-up and personal care products free of preservatives, chemicals, and animal testing have popped up everywhere in the retail landscape.

Until recently, these products (which have actually been around for a long time) were sold by small natural health stores in neighbourhoods across the country. Now they’re slowly winning the battle with larger grocers and personal care chains, but there’s still a lot to be done for these growing small businesses to expand to the level some of the big brands in beauty have reached.

Enter Whole Foods.

A national large-scale organic supermarket, Whole Foods made waves in the Food & Beverage industry with its quality produce within a scalable business model. They understand the struggle small, eco-conscious businesses have – they themselves started as one little store in Austin, Texas. Now a powerhouse in the industry, Whole Foods has decided to step it up again, this time focusing on the beauty category.

The concept? Beauty 2.0. The project aims to change both the way beauty is portrayed to those who use the products, as well as how those products are distributed.

“The end goal is really to be able to elevate our message and the experience, and to see it reflected in sales and the customer experience,” said Jeanne Tamayo, global lifestyle buyer at Whole Foods.

Rather than organic products being distributed regionally, 11 of their most popular products are set to be rolled out across all Whole Food stores, elevating these natural product businesses into the big leagues. Brands include Avalon Organics, Evan Healy, and Weleda (who are on Hubba, congratulate and connect with them).

Is there room for everyone at the top? Only time will tell. As more retailers realize eco-conscious products are here to stay and only picking up momentum, the products will definitely continue to be a force in the market, not to be ignored.