Whole Foods used to be ‘Whole Paycheck.’ Now it’s the hottest home for affordable beauty

The beauty section at my local Whole Foods just got a glow-up. Steps from the entrance, just past the fruits and vegetables, the beauty aisle is now overflowing with dozens of new brands and products. Alongside the Pacha bath bombs and Dr. Bronner’s soaps that have long been staples, you can find Cocokind’s electrolyte water cream, a moisturizer that promises to give you the glassy skin that’s so popular on TikTok. Magic Molecule vows to clear acne with a spritz of its viral skin...