In keeping with the growing wellness trend, Barneys New York introduces a new category of products that include clean beauty and ingestible beauty supplements.

Barneys New York has introduced a new Conscious Beauty category comprising clean beauty makeup, skin and hair care products, as well as ingestible beauty supplements promoting beauty from within.

The high-end retailer is the latest to focus on wellness in beauty, following in the footsteps of Nordstrom with its Natural Beauty and Wellness category, Goop’s Pop-In shop and Neiman Marcus’ The Wellness Shop.

“Barneys New York customers are increasingly looking for clean beauty products with scientifically proven results,” said Jennifer Miles, Vice President, Divisional Merchandise Manager, Cosmetics, Barneys New York. “Recognizing this growing interest in wellness, we are excited to introduce Conscious Beauty products that can make them feel beautiful from the inside out.”

The Conscious Beauty lineup, available at Barneys New York stores nationwide and on, is made up of skin care and makeup brands with naturally-derived ingredients, scientific research that backs them up, and are free from synthetic ingredients (free from parabens, sulfates and petrochemicals). The curated mix includes De Mamiel, and Oskia, both UK-based skin care brands; Nuori, a Danish skin care brand; The Organic Pharmacy; Rahua; and Davines. Conscious Beauty also features exclusive and hard-to-find brands such as Grown Alchemist, an organic skin care brand from Australia; Pure Elixir; and Rejuvenated.

The luxury retailer is also offering ingestible beauty supplements for the first time, providing benefits for hair, skin, sleep, digestion and stress relief. These include WelleCo (founded by Elle Macpherson), Moon Juice, Rejuvenated and DNA renewal.

In conjunction with the launch of Conscious Beauty, Barneys New York has organized a series of events featuring educational demonstrations, treatments and personal appearances by brand founders. The aim is to spotlight compelling brand and founder stories, as well as the efficacy of the products.

Two Barneys New York restaurants, Freds Downtown and Genes Café in New York, are offering Conscious Beauty-inspired menus in partnership with Moon Juice, the California brand of ingestible, plant-based blends. Innovative menu highlights include Toast with the Most, a French toast made with energy-boosting Power Dust; and The Conscious Cocktail, blending prosecco with Beauty Dust.