Experts predict that 2020 will be a big year for the sweeping beauty and wellness movement. Cellular beauty, nutrition science, and more sustainable, eco-friendly products are among some of the trends that will become more mainstream as people move toward true well-being.

From plant-based vitamins to naturally-derived hair care, we’re sharing some of the best beauty companies to watch in 2020. These rising stars are revolutionizing the real beauty movement.

1. GEM
Formulated exclusively for women, GEM creates real food vitamins that provide more than 15 vitamins, minerals, and herbs designed for optimal daily health. CEO and Founder Sara Cullen obsessively researched the most common nutrients women need. GEM vitamins are made from sustainably sourced ingredients and are delicious to eat, easy to digest, and are designed for a modern more holistic lifestyle. What makes GEM unique in the world of vitamins is that the nutrients come from whole food sources like mushrooms and algae, which some doctors and nutritionists say are more easily absorbed into the body than encapsulated powders found in traditional vitamins. GEM is available on their e-commerce site where customers can sign up for monthly subscriptions that start at $39/month.

2. Beekeeper’s Naturals
Beekeeper’s Naturals started when Founder and CEO Carly Stein was studying abroad in Europe. A health scare, where her tonsils swelled to an alarming size that almost required surgery, prompted her to search for a less extreme solution: bee propolis. When she experienced a similar health condition upon her return to the U.S., that’s when she saw a need in the market for bee propolis, something that was absent from the shelves of her local health food stores and pharmacies. Stein began researching and sought out a local beekeeper to learn more. What started as a health-inspired passion project soon turned into a wellness brand, Beekeeper’s Naturals, that offers natural bee products for a variety of medicinal purposes.

3. Playa Beauty
Less is more; that’s the theory that inspired founder Shelby Wild to launch her naturally-derived hair care company. She brings a laid-back SoCal-minded approach to natural minimalistic beauty. Playa launched in 2017 with five products, all of which are everyday essentials for any hair type. Effortless, healthy, and effective, Wild spent years developing Playa’s products that are available on Playa’s e-commerce site, where customers can receive a discount when they sign up for a subscription membership. Playa products are also sold at Sephora stores across the country and on the beauty retailer’s website.

4. Corpus Naturals
In 2018, skincare expert J.P. Mastey launched Corpus Naturals after years of experimenting with natural products. The result was an effective, natural formula with no compromises. “Natural deodorant was one of those products I felt passionate about, and I got close several times, but close was not good enough,” Mastey states on the brand’s website. Vegan and free of synthetic fragrance and aluminum, Corpus Naturals’ water-based formula is made from naturally-derived enzymes and plant extracts.

5. Love Wellness
From hormone and gut health, to intimacy and personal care, Love Wellness is reimagining women’s well-being. Founded by author and entrepreneur Lo Bosworth in October 2016, Love Wellness offers vitamin supplements, safe personal hygiene cleansers, skin care products, and more. The company’s mission is to create an open, honest self-care culture with total body care products. In September, the company announced a new strategic partnership with PDC Beauty & Wellness, Co., one of the fastest-growing beauty companies in the world.

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