Kale has been a salad and juice staple ever since the fitness revolution began, but now a new use for the vegetable has come to light, as it is now becoming an increasingly popular ingredient for beauty products. This super food can now be found in creams, skin brightening serums, facial masks, and even nail polish.
Several companies in the multibillion-dollar beauty industry have already announced the incorporation of this botanical green in their products. In London, Nails Inc. has already launched a campaign called NailKale that sports 12 shades of kale-based nail polish. Founder, Thea Green, said she was inspired by her trips to New York the previous year. "On one trip we saw a group of very lovely girls walking down the street all drinking their green juices, and no one in London was drinking green juice then. Then I heard a woman in a restaurant, a very proper Upper East Side New Yorker, reject her salad because it was rocket and not kale. I thought the whole thing was fascinating."
Canada's Eminence Organic Skin Care has also joined in the kale craze and has launched two of their newest products, Citrus & Kale Potent C+E Serum and Citrus & Kale Potent C+E Masque. Brand and product director, Stephanie Baresh, said that they have used a cold processing method on raw kale to preserve its antioxidant properties. She said that the product has received positively adding that, "this is a natural approach rather than getting Botox or plastic surgery."
Other companies such as the Vegetarian firm, Alba Botanica, is also offering new cruelty free and organic kale-based products.
As is the New York firm Hain Celestial Group, who recently launched the Good and Healthy line that included Products such as a tinted perfector and moisturizer Wood SPF15 that contained the superfood. "As consumers learn about the amazing benefits of eating certain superfoods, they start to look for them in their personal care products as well. And the truth is that many superfoods are loaded with phytonutrients, antioxidant vitamins, and minerals that happen to be great for replenishing skin," said Sarah Galusha, Hain's director of marketing.