When it comes to beauty, consumers continue to demand natural, as previously shown in our “New Natural” beauty report. To stand out from the crowd, brands are turning to unique ingredients for the latest beauty elixir. Many of the new ingredients are familiar in the edible world and some derive from ancient medicine—what’s understood is that beauty brands are scouring the corners of the world for exciting new and natural ingredients.
The magic in mushrooms finds its place in a host of new skincare products. LA wellness brand Moon Juice released Beauty Shroom last month, a skincare range made with different types of mushrooms. The Plumping Jelly Serum is made using the Tremella fuciformis mushroom—also known as the silver ear or snow mushroom—an ingredient that can supposedly hold 500 times its weight in water. The mushroom is also used in the brand’s Vegan Collagen Protection, a powder that can be mixed with coffee or smoothies to hydrate and plump the skin from the inside out.