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The 10 best-selling natural beauty products at Whole Foods


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Graphic: Katherine Sokolava
1/11

Whole Foods is the OG natural beauty destination—it’s been in the game since long before chic boutiques, online retailers, and megastores like Target started carrying clean skin care and cosmetics.

How long, exactly? Maren Giuliano, the global executive who oversees Whole Foods’ beauty and wellness department, tells me the company has been selling natural personal care products since the first store opened in Austin, Texas in 1980. (I wonder if they had a non-toxic version of Aqua Net back then?)

Today, the epicenter of Whole Foods’ beauty program lies in each store’s Whole Body section, which is packed with healthy products for the face, body, and hair—all of which adhere to the same standards as the grocer’s edible loot. (In other words, they’re free of sketchy chemicals, carefully vetted for quality, and never tested on animals.)

Clearly, Whole Foods takes its beauty offerings seriously. “Natural beauty is not a trend to us—it’s fundamental to our business,” Giuliano says. “We’re proud to now offer one of the largest selections of natural beauty products that shoppers can find in the US.”

Those long aisles of serums, mists, and makeup can be a little overwhelming, so I asked Giuliano to fill me in on Whole Foods’ hero products:  the top 10 best-selling items from the retailer’s Whole Body department. That way, the next time you stock up on kitchen staples, you’ll have a few new ideas for feeding your skin, too.

Keep reading to discover the Whole Foods beauty products with a serious cult following—some of which might surprise you.

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2/11
trilogy everything balm
Photo: Trilogy

1. Trilogy Everything Balm, $15

“Made with certified organic rosehip oil and pawpaw, this balm helps soften and moisturize,” says Jeanne Tamayo, global Whole Body buyer for Whole Foods. “It’s one of the best eye makeup removers I have ever used! Additionally, it helps fix split-ends and soothe minor scratches.” With all of those superpowers, no wonder it’s a number-one seller.

3/11
whole foods beauty
Photo: Alaffia

2. Alaffia Good Soap, $3.95

“This top seller is super-affordable and made with Certified Fair Trade ingredients,” notes Tamayo. And it’s a feel-good buy, too: “Alaffia has already built several preschools in Togo, thanks to the proceeds from sales of these bars of soap.”

4/11
rose vetiver
Photo: evanhealy

3. evanhealy Rose Vetiver Day Moisturizer, $40

“This is a great daily moisturizer that uses organic argan and jojoba oils to help moisturize skin,” notes Tamayo. It’s also packed with cold-pressed carrot seed oil and green tea extract, for an extra boost.

5/11
mychele
Photo: MyChelle

4. MyChelle Hyaluronic Hydrating Serum, $44

If you’re already stockpiling winter skin care, listen up: “Hyaluronic acid is a fan favorite for anyone with dry skin, and this serum packs a powerful punch when it comes to hydrating skin,” says Tamayo. “It’s the perfect thing to add to your skin-care routine as the days get colder and drier.”

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witch hazel
Photo: Thayers

5. Thayers Witch Hazel Toner, $11

This one’s probably been on shelves since the early days of Whole Foods—for a good reason. “Thayers Witch Hazel product has been popular for generations because its simple, soothing formula helps cleanse and tone skin,” says Tamayo. “It’s a staple for a lot of our shoppers.” Use it on its own, or as a base for this DIY mint toner.

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skin food
Photo: Weleda

6. Weleda Skin Food, $19

“A cult favorite, this product is ultra rich and the perfect tool to combat dry, flaky skin,” says Tamayo. The under-$20 staple has a serious Hollywood following, from makeup artists to stars like Whitney Port.

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mineral fusion
Photo: Mineral Fusion

7. Mineral Fusion Volumizing Mascara, $19

“Mineral Fusion’s newest mascaras give conventional mascara brands a run for their money,” says Tamayo. “The fragrance-free formula is non-irritating and really performs. It’s become a new favorite for a lot of our shoppers.”

9/11
whole foods beauty
Photo: Spectrum Essentials

8. Spectrum Essentials Organic Coconut Oil Packet, $1.49

Yes, coconut oil is found in the beauty aisle at Whole Foods. (Smart move, right?) “Coconut oil is a popular multitasking beauty product, from a moisturizer to a makeup remover, and these packets are the perfect size to take on-the-go,” Tamayo explains.

10/11
acure facial scrub
Photo: Acure

9. Acure Brightening Facial Scrub, $10

“This face scrub works well with many skin types and our shoppers love that it helps brighten skin while exfoliating gently,” says Tamayo. Plus, it’s way cheaper than a facial.

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derma e
Photo: Derma E

10. Derma E Microdermabrasion Scrub, $30

“It’s no wonder why shoppers love this product: it’s gentle and effective—and doesn’t require a trip to the spa!” raves Tamayo. “The formula includes Dead Sea salt and volcanic sand to buff away dead skin cells and to help reveal softer, smoother skin.”

There’s a lot of buzz around natural beauty these days, in large part because of the Personal Care Products Safety Act making its way through Congress. One way to ditch the chemicals while the industry cleans up its act? Swap your face wash for honey—it’s a great acne treatment. 

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