Once upon a time, the bathroom counter was the nexus of a woman’s beauty regimen: where we cleansed, moisturized and fussed over our hair. Though still central to our routines, it’s quickly losing ground to the kitchen, where we consume dessert-like supplements, protein powders, and healthy treats promising to deliver that sought-after glow and thicken stressed-out hair. Like yoga and meditation before it, the trend is another indication that our notion of self-care is expanding – no longer solely relegated to the gym or dermatologist’s office.

Female-led brands like Sakara Life, Moon Juice, DADA Daily, and Bubble are driving this edible beauty movement, which is only set to grow. According to the Global Wellness Institute, the category is expected to be worth at least $7.4 billion by 2020. “The wellness movement has consumers focused on being healthy from the inside out,” explained Harriet Kilikita, an associate lifestyle editor at WGSN. “They want to achieve that fresh ‘glow from within’ that has become so popular on Instagram via beauty and wellness influencers, which seems to be achieved through a healthy diet and key wellness ingredients.”