If you haven’t yet heard of this curiously named phenomenon, Turbo Beauty, fret not because you undoubtedly will sooner or later. Or so say Jody Villecco, quality standards coordinator for Whole Foods Market and Taya Tomasello, director of beauty innovation for the Mintel International Group. Villecco and Tomasello have just submitted their top beauty predictions for 2010 to HealingLifestyles.com and of course organic skin care is gaining credence in leaps and bounds.

But, just calling something ‘organic’ isn’t enough of a pull for savvy consumers these day, it seems. Which is where this Turbo Beauty idea comes in. “Turbo beauty is all about skin products, such as serums, that come fully loaded with what Tomasello calls “natural actives”—phytochemicals, anthocyanins, and fermented ingredients.” Of course, this is exactly what Sophyto Organics skin care is all about - which is why Villecco and Tomasello cite Sophyto as being “ahead of the curve” in delivering toxin-free, high-end skin care.

This is very gratifying indeed. As we’ve always said, why lather your skin with anything that doesn’t actually benefit it in some way? Contrary to the beliefs of many of the most popular beauty brands, skin care doesn’t need ‘fillers’ to look good or sell. Quality skin care should deliver functionality above all… and long may this trend continue.

The rest of the predictions are interesting too - the increasing importance for consumers of buying ‘green’ from ingredients to packaging; their desire for authenticity in the use of the term organic and the regard for sustainability as well. This is all very good news for us because these are all things we care about deeply and want to share with the world.