The raw food diet isn't a new fad. Followers believe it's best to eat foods that are as natural as possible - a principle that definitely makes sense, even if it does involves eating crudities everyday. However, the raw trend has caught on so much raw beauty is now a thing.
Where did it start? In Southern California, of course. And what does raw beauty mean? The superfoods we eat for their high nutritional benefit are being used as key ingredients in beauty products.
US brands such as California's The Body Deli and New York's Live Live have sparked the trend across the pond and it's just landed in the UK. Organic beauty site A Beautiful World has launched a selection of The Body Deli products this February.
"We need to understand that what we put on our skin, the cremes, and potions that we love and adore, are directly impacting our wellbeing," she told us.
"There's no point in eating well to look and feel good, if everything else we are applying is undoing the healthy eating."
Wow. They do sound healthy. But using raw skincare doesn't require the same sort of lifestyle change going on the 5:2 or Paleo diet might involve.
In McCarthy's eyes, it's more a case of treating your beauty routine in the same way as your meals and simply thinking about what you're putting on your skin.
Want to give raw beauty a try? The Body Deli products are available from £16 at A Beautiful World.