Eat Your Skincare Just Went Mainstream
For the past 6 months, “eat your skincare” has been one of TikTok’s favorite buzz phrases. Collagen lattes. Skin booster teas. Freeze dried goji berries.
But here’s what’s interesting: it’s no longer just a wellness girl trend. It’s officially entering CPG at scale.
Purely Elizabeth just launched Purely Glow Salted Vanilla Pistachio Granola, a limited-edition flavor infused with collagen peptides and biotin. In other words, beauty ingredients are now baked directly into your breakfast.
This isn’t a smoothie powder. It’s not a supplement capsule.
It’s granola. And that’s the shift.
From Beauty Hack to Grocery Aisle
The idea behind “eat your skincare” is simple: glow starts internally. Consumers have already bought into the concept that what they consume affects their skin, hair, and overall appearance. But until now, that behavior lived mostly in the supplement category.
Purely Elizabeth just embedded it into an everyday ritual.
The new flavor combines pistachios, real vanilla bean, sea salt, coconut sugar, and coconut oil, layered with a proprietary Purely Glow blend featuring collagen peptides, biotin, and coconut water. It still delivers the brand’s signature crunchy, cookie-like texture. It just happens to support beauty-from-within at the same time.
This is important because consumers don’t want to add more steps.
They want existing habits to work harder.
Why This Matters
This launch signals something bigger:
Beauty and wellness are no longer separate verticals.
Supplements are blending into food.
Functional ingredients are becoming lifestyle staples, not add-ons.
Instead of taking collagen after breakfast, you’re eating it with breakfast. Instead of buying skincare to “fix” your glow, you’re building it into your routine.
Their UGC creators are having authentic conversations online which is building a community around the brand
They’re creating content in real life contexts allowing for consumers to see themselves using the product
They’re encouraging customers to participate with their brand through contests and challenges led by creators
Pophaus Take
Consumers don’t want beauty to feel clinical. They want it to feel delicious. Ritualistic. Integrated.
“Eat your skincare” is no longer a niche wellness girl mantra. It’s becoming a category expansion strategy.
And the brands that win won’t just sell collagen. They’ll sell glow as a daily habit.
