From cold plunges to red light therapy, the $1.8 trillion global consumer wellness market is thriving. McKinsey estimates that the US wellness market is worth $480 billion, and growing 5-10% a year.

Eighty-two percent of US consumers now consider wellness a top or important priority in their everyday lives, which is similar to what consumers in the UK and China report—73% and 87%, respectively. Gen Z and millennial consumers hold wellness in even higher regard; they’re purchasing more wellness products and services than older generations.

Kline finds that opulence for all ages is a key driver in the wellness space. The trend of celebrating inner happiness through physical beauty is being driven by consumers seeking a luminous appearance as a means of radiance for indulgence and luxury in self-care and beauty routines, said the market research firm in its 2024 Beauty & Wellbeing Trend report.

Happi rounded up the latest and greatest trends hitting the wellness space right now.

Tincture Time

Ingestible beauty is still a staple in wellness. “Beauty and wellness are converging like no other today and it’s all about beauty and self-care from the inside out,” said Shizu Okusa, founder and CEO of indie wellness brand Apothékary. “Our customers have been asking us for an ingestible beauty formula that could be easily taken on-the-go, so it was a no-brainer to launch an herbal formula for the skin.

The Honest Youth, Apothékary’s first beauty tincture launch, is formulated by the company’s in-house clinical herbalists. The tincture’s herb profile works to restore, hydrate and repair the skin’s health and appearance.

“Continuing to expand in the beauty category is an exciting moment for the brand—and the before-and-afters really speak for themselves,” asserted Okusa.

Key ingredients in the tincture include acerola cherry for vitamin C; mushrooms like tremella and reishi to hydrate and relieve stress; amla and milk thistle to help minimize fine lines and improve skin elasticity; Japanese knotweed to neutralize free radicals that lead to skin aging; and beta-glucans that support skin regeneration.

Red Light Therapy

Red light therapy is one of the latest beauty and skincare crazes, racking up over 437M TikTok views for the hashtag #Redlighttherapy and 274K Google searches this month alone!

A skin specialist at beauty retailer Landys Chemist weighed in on the trend, outlining some of the main benefits for skin.

Per Rhysa Phommachanh of Landys: “Red light therapy (RLT) involves exposing the skin to safe wavelengths of light. This technique aims to address various skin concerns, including signs of aging, hyperpigmentation and acne. Low-wavelength red light stimulates cells to produce more energy, which helps them work more efficiently to rejuvenate and repair damage.

“While skincare professionals can administer RLT through in-office treatments, the popularity of this trend lies in the fact that it is achievable through at-home wands and facemasks. The best part is that it is completely painless and does not cause any damage to the skin or downtime, unlike some other light therapies.”

She added: “It’s important to note that at-home red light therapy devices typically have lower intensity compared to in-office treatments, but they provide great maintenance and preventive anti-aging benefits. Be sure to read the guidelines for the recommended frequency of use on your at-home device.”

As wellness becomes more integral to beauty, retailers like Sephora are expanding into red light therapy offerings.

Thirteen of New York-based HigherDose’s products are online at Sephora. Sephora stocks four of the brand’s devices that have gained popularity with consumers that seek high-level treatments they can use in their own spaces. The Sauna Blanket elevates the body’s thermal energy, enhances deep relaxation, promotes glowing skin and Improves circulation. The PEMF Go-Mat is said to boost mood, reduce stress and relive chronic pain through infrared light. The Red Light Face Mask is designed to rejuvenate skin and activate one’s natural glow.

Most recently, HigherDose added a Red Light Neck Enhancer, which treats the neck and decolletage with red and near-infrared (NIR) light—the wavelengths known to regenerate skin cells, stimulate collagen, diminish fine lines, reduce redness, boost mood and activate glowing skin, according to the company.

At press time, HigherDose announced a partnership with Pvolve, the science-led functional fitness method, to introduce a “groundbreaking approach” to rest and recovery. Pvolve is an omni-channel fitness company with an innovative, clinically-backed method that pairs low-impact functional movement with proprietary resistance equipment. Through its hybrid fitness model, Pvolve can be experienced through a streaming membership that offers over 1,300 on-demand classes, a two-way, live virtual studio, and targeted series, all available via the web and mobile apps.

Together, Pvolve and HigherDose have curated a series of rest and recovery-focused classes that can be streamed exclusively via Pvolve’s digital platform. Recovery will be supported by the use of HigherDose’s PEMF Mat (Pulsed Electromagnetic Field technology) proven to help manage chronic body pain, reduce stress, improve the immune system and speed up recovery after injuries or intense workouts, offering users an enhanced experience of relaxation and revitalization, said the company.

Plant-Based Superfoods

Superfoods like matcha or cacao were once only available at health food stores. But with the popularity of plant-based superfoods, mass market retailers are picking up indie wellness brands that tout these options.

Blume, the “better-for-you superfood” latte brand, recently expanded into Target stores. The company—which features an array of gluten-free, organic, plant-based functional blends packaged in plastic-neutral pouches—will offer four of its most popular flavors: Blue Lavender, Salted Caramel, Matcha Coconut and Reishi Hot Cacao in-store, as well as an expanded offering on Target.com.

“Launching into Target is an incredible milestone for Blume. What began as an at-home remedy to cure the adverse effects caffeine was having on me has quickly snowballed into a wellness ritual adopted by thousands of consumers,” sid Karen Danudjaja, founder and CEO of Blume. “As we continue to focus on expansion in the US and at retail, we’re aiming to create a simpler way to enhance your wellness routine and lifestyle by making our products accessible across the country.”

Blume’s Target expansion follows a year of explosive growth that has put the company on pace for its first eight-figure year. Blume executives attribute the 30% YOY growth to its focus on strategic partnerships with retailers; the brand is in more than 4,000 stores across North America, including Whole Foods and Erewhon. The Target launch serves as a catalyst and amplifies the brand’s commitment to furthering and democratizing holistic well-being, it said.

Blume was born in 2017 out of its founder’s own struggles with caffeine while working in commercial real estate and taking multiple meetings, all with coffee, every day. Danudjaja wanted to do something more purposeful and mission-driven and had a strong desire to create rituals that consumers can feel good about indulging in. She created the brand during the functional beverage craze, aiming to produce a product that tastes good and provides nutritional and health benefits.

Blume was initially available in coffee shops before growing rapidly in retail stores and direct-to-consumer during the past six years.

According to the latest industry analysis conducted by Fact.MR, the global plant-based supplement market, valued at $1.12 billion in 2024, is expected to grow 5.7% a year to 2034. The increasing demand for plant-based supplements is primarily propelled by two key factors: the expanding global vegan population and heightened awareness regarding the health benefits offered by these nutritional dietary products.

Acne Care Inside Out

Antibiotics are a common prescription for acne. But not everyone wants to go that route and Nutrafol’s latest move will appeal to these consumers. The Unilever-owned hair care supplements brand rolled out Nutrafol Skin, which is billed as a first-of-its-kind daily supplement for women ages 18-plus who experience mild to moderate acne.

Nutrafol says it is offering a new integrative approach to skin health for one of the most common skin concerns in the US impacting adult women.

According to Nutrafol, only 14% of women think their acne treatment is working. The new range was developed to “upend traditional skincare” by addressing key root causes of non-cystic acne in adult women, including stress, hormonal fluctuations, the microbiome across both skin and gut, and immune system function—and how all those factors work together.

Unlike other non-drug acne products, the brand says Nutrafol Skin goes well beyond the conventional root causes, and ingredient-based, skin-focused data. Its clinically tested formula reduces mild to moderate acne breakouts and visibly improves post-acne dark spots with a proprietary Synergen Skin Complex and standardized 100% drug-free ingredients, according to Nutrafol.

“At Nutrafol, we consistently strive for innovation to address concerns that may affect our emotional well-being. First, it was hair health—I started Nutrafol to address my own hair challenges and the terrible toll that took on me. What we’ve built, and more importantly, the people we’ve been able to help as a result, is truly a dream realized,” said Giorgos Tsetis, Nutrafol’s co-founder and CEO. “We’ve made a tremendous impact on so many lives, but we also know that women are plagued by another confidence killer, acne…we know skin and hair concerns mirror our inner health, and our mission is to extend our impact to as many individuals as possible.”

Mood Science Scent Technology

Aromatherapy is still a staple when it comes to wellness in the home fragrance category. Lavender has been used for years to promote calm while citrus zings a sleepy mind to attention.

Being Frenshe, a wellness line by Ashley Tisdale, launched a new scent to its self-care focused collection, “Present & Grounded: Palo Santo Sage.” It is first scent range added to the collection since the Maesa-developed brand debuted.

The new wellness variation, available exclusively at Target, promotes connection by making users feel rooted in nature and at peace, per marketers. Moreover, a woody combination of palo santo and sage blended with rich notes of ylang ylang and eucalyptus forest impart a feeling of being present and grounded.

“A big part of my wellness routine involves everyday rituals like taking a bath or lighting a candle,” said Tisdale. “These small actions help me find balance, stay centered and be present.”

Realizing the power of fragrance combined with daily rituals, Tisdale created Being Frenshe using discoveries from her personal mental health journey along with MoodScience Scent Technology to create collections that are driven by emotional need states, scent, formula benefits and curated product assortments to enhance everyday life.

Other scent profiles include Lavender Cloud, Cashmere Vanilla, Bergamot Cedar, Solar Fleur and Citrus Amber all using targeted ingredients and rituals to activate a specific mood.

“After the success of the Being Frenshe launch in 2022, we are thrilled to be expanding the scent range with Palo Santo Sage. We know our guests are continuing to look for accessible options when it comes to building a self-care routine that works for them. This collection offers a wider range of wellness products for them to discover at an affordable price,” said Cassandra Jones, senior vice president of essentials and beauty at Target.

Microcurrent Devices

In a world where beauty and wellness converge seamlessly, the device market stands as a testament to the continuous evolution and innovation within the industry. The desire for salon-like experiences in the comfort of one’s own home has increased the demand for these devices. This trend corresponds to changing consumer preferences, in which time restrictions and the demand for flexibility impact purchasing decisions. At-home beauty devices not only provide convenience but also allow consumers to maintain consistent skincare regimes that are suited to their schedules and tastes.

Nu Skin Enterprises launched Nu Skin RenuSpa iO, a new FDA-cleared microcurrent body device. The smart beauty and wellness device “designed to promote overall wellness and body confidence through skin stimulation.”

According to Nu Skin, RenuSpa iO uses patent-pending adaptive microcurrent technology that continuously adapts (more than 80 times per second) to skin’s conductivity throughout each session. The patent-pending design of the metallic nodes on the device help provide a smooth, comfortable massage. Designed for use on the upper and lower legs, arms and abdomen, the nodes are designed to perfectly fit the contours of the body and glide smoothly over the skin.

“We’ve expanded our best-selling beauty device portfolio to include our first integrated beauty and wellness device,” said Ryan Napierski, president and CEO at Nu Skin, in a statement. “RenuSpa iO provides visible beauty benefits, as well as comprehensive wellness benefits to help the body restore, revitalize and refresh. RenuSpa iO delivers all these benefits with a unique and personalized at-home experience.”

Using the Nu Skin Vera app, users can see live data insights throughout their experience to see how the adaptive microcurrent technology adjusts in real time. The app offers guided tutorials, a library of routines and usage tracking to help see results over time. A personalized iO score helps users stay motivated, according to NuSkin.

“RenuSpa iO is game-changing technology for the global beauty and wellness market,” said Steve Hatchett, executive vice president and chief product officer at Nu Skin. “RenuSpa iO is the result of years of research on microcurrent technology and how to make it easy to use, comfortable and effective. On average, RenuSpa iO makes 25,000 real-time adjustments each session, creating one of the most personalized and powerful ways to support improvements to beauty and overall feelings of wellbeing.”

It is said to work to depuff the skin’s appearance, visibly contour and reduce the appearance of dimples for a smoother, radiant look, visibly tone and sculpt, visibly firm and tighten for a more youthful appearance and provide a spa-like experience to lift mood, improve overall feelings of wellbeing. NuSkin says it also leaves the skin feeling energized and the body feeling refreshed and relaxed.

Collagen Essentials

Collagen is still core when it comes to beauty from the inside out. It also helps maintain a healthy gut and strong bones.

BrainMD, a Los Angeles-based brain health supplements maker, launched Smart Collagen, which it says is formulated to nurture the hair and skin and the brain at the same time.

Smart Collagen is formulated with what the brand calls an “unprecedented concentration” of two bioactive dipeptides—proline-hydroxyproline and hydroxyproline-glycine—at levels 30 times higher than typical collagen supplements. Clinical studies support the efficacy of the dipeptides for enhancing skin elasticity, reducing wrinkles and promoting joint health, and offer profound benefits for cognitive function, according to the company.

The supplement is sold in a tasteless powder that can be added to any food or beverage, according to BrainMD, which was founded in 2009 by neuroscientist Daniel G. Amen.

Natural personal care brand Beauty Kitchen launched its Pure Source Collagen Collection, touted as the “next generation in pro-collagen” skincare.

B Corp’s highest-rated beauty brand in Europe, Beauty Kitchen was founded by Jo Chidley, a pioneer of sustainable beauty who is also co-chair of the British Beauty Council’s Sustainable Beauty Coalition and B Corp’s Sustainable Beauty Coalition. Developed over years of research and development, the Pure Source Collagen Collection includes Pure Source Collagen Serum and Pure Source Collagen Gummies. Together, they work in synergistic partnership to renew and restore visible signs of aging skin from both the inside and outside, according to the company.

Both products are formulated with a blend of pure signal microalgae, known as SPi4 Complex, which is encapsulated in natural olive oil to improve skin’s hydration. The four powerful microalgae actives protect and regenerate, effectively stimulating the body’s own natural collagen production and are scientifically proven to boost hydration and restore radiance, according to Chidley. The microalgae is sustainably sourced, cultivated in bio tanks that replicate the ocean’s natural environment.

Collagen drinks continue to trend. Beverage brand Koko & Karma’s range is designed to deliver functionality, packed with nutrients to support an active lifestyle. Its coconut water collection covers gut health as well as hydration. A topseller in the range is the Koko & Karma Coconut Water with Marine Collagen and Acai Berry.

Mining for Silver

Silver Biotics is raising the bar on silver-based wellness solutions. Silver’s importance to health can be traced back to ancient times, and today its use has expanded to personal care and beauty as well immune support.  Many consumers looking for natural ways to bolster their health consider silver an important “biohack.” 

Silver Biotics says it offers a a new generation of colloidal silver technology. Among its advantages are quicker passage from the body, stronger nano particles meaning that fewer are needed to work efficiently, increased bioavailability and better stability. Silver Sol has a variety of wellness products spanning from oral care, skin care, wound care and immune support formulations.

A Must-See Health & Longevity Event 

Looking for more wellness innovations or how your brand can tap into the trend? Save the date for the Happi & Nutraceuticals World Health & Longevity Conference & Showcase, which will be held on September 12 at Convene in New York City.

At this in-person event, experts from the fields of nutrition, dermatology and skincare will discuss a range of topics including the skin microbiome, the gut-skin-brain axis, hydration for skin and active living, AI, product formulation, efficacy testing and regulations. 

https://healthandlongevityconference.com