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.

Try as we might to overpower it, nature has a way of besting us. Our bodies are designed to tune in to natural rhythms and cycles and the same goes for everything we do in the world as well. The latest economic crisis is a testament to the natural forces at work in all areas of industry and the beauty biz is no different, according to Mintel Beauty’s prophecies for 2009.

The general gist of Mintel’s report on beauty trends is that 2009 will be about ’survival of the fittest’.

After a cycle of ever-expanding growth, with new brands springing up all over the shop - all promising to make us younger and prettier - crunch time is upon us, says Nica Lewis, Head Consultant of Mintel Beauty Innovation. “Consumers are going to demand real value for their money as well as visible results, and they will stick to the select number of brands they can truly trust.”

In addition, we can expect 4 distinct trends of beauty buying, Mintel reports:

1. Austerity Chic - “Looking good for less”

• Instead of indulging our every beauty whim, we will de-clutter our bathroom cabinets and focus only on the products we really need.

• With tighter budgets, we will pare down our trusted stable of lotions and potions, using all of them more sparingly and choosing the ones which offer the best value for money.

• The most resourceful amongst us will even peruse the ingredients lists of their favourite products and try and recreate them at home.

2. Turbo Beauty - “Seeing is believing”

• Before we agree to part with any money, we will want visible and proven results.

• We will turn towards science-based products that actually do what they say on the tin.

• We will see even more product development, patents, advanced technology and clinical testing come into play - cheaper, product-based alternatives to expensive cosmetic surgery, as well as advancements in stem cell research, research into cellular behaviour, and harmless alternatives to parabens will be top priority for any serious brand.

3. Extreme Ethical - “Science with sustainability”

• Even as budgets tighten, the “green” way of thinking will remain paramount for many people so brands will need to keep this in mind as they focus on science and technology.

• Again, people will want proof: empty promises and “green-washing” just won’t fly.

• We can expect more “fair trade ingredients”, eco-friendly packaging, charitable initiatives and attention focused on sustainable production - a flashing green light for organic skin care brands to spread the good green word!

• We may even see companies attempt to reduce the “water footprint” of their products, not just the “carbon footprint”.

“The beauty industry is showing that it is more than ‘skin deep’, with a number of initiatives that support economic, social and environmental sustainability. Cosmetics and skincare brands will add real value helping of ‘Beauty Foods’ will influence our beauty regimes in 2009. And those companies that can align
to their product lines by becoming advocates for change,” says Nica Lewis.

• Happily, this attitude goes hand in hand with Austerity Chic - being thrifty with our products helps relieve our natural resources along with our wallets.

4. Beauty Foods - “Blurring the lines between inside and outside health”

• In 2009, we will see food and beauty become even more intertwined.

• ‘Good-for-you’ food ingredients, such as probiotics, will increasingly show up in our cosmetics and skincare products as people start to trust that ingredients that help them on the inside will benefit their skin as well.

• People will also choose more ‘on-the-go’ boosts, such as supplements, snacks and drinks designed to help them look good and improve their beauty regimes.