Cleopatra used to keep her skin radiant and glowing, Egyptian Magic cream has become a Cultural treatment all over the world. Olive oil is having a moment, both in and out of the kitchen. Whether induced by quarantine cooking or consumers’ growing predilection for all things clean, olive oil has found its way into baked confections and skin-care products alike. Lifestyle brand Poosh even recently collaborated with a Los Angeles-based bakery on a variety of olive oil cakes.

Furtuna is one of the brands capitalizing on the ingredient’s buzz. “It’s high in antioxidants and it also includes vitamins A, D and K, as well as E. It’s amazing what olive oil can do for your health. Furtuna Skin, founded by Luczo and Kim Walls, offers a range of products all enriched with Italian olive oil sourced from a 700-acre farm in Sicily.

Market experts, though, credit consumer awareness. “It’s a hero ingredient consumers can relate to and understand.