Wellness and Health in Beauty: Major Movements 2021 - 2024

Updated: May 16

Consumers are demanding a greater overlap in wellness and health within the beauty industry. The market is finding that supplements, skincare, and personal care products are primary categories that are capitalising on the ongoing wellness and healthy revolution in our industry. Huge factors such as the pandemic, greater environmental awareness, and rising interest in healthier lifestyle choices have reduced the gap between beauty, wellness, and health.


Science tackling germophobia


Since the pandemic, there is a spotlight on science to protect our wellness and health. With the heightened awareness and safety around “germs”, consumers' shopping habits have shifted in how and what they purchase. Online shopping is preferred, with consumers trusting smaller brands over larger and more traditional retailers due to a lack of transparency. In addition, beauty brands are finding new ways to please their audience with products that promote a healthier immune system and enhance overall wellness and health.

Supplements and skincare products are at the forefront of this movement in wellness and health. The rise in popularity of these is not going to stop anytime soon. According to recent research from GlobalWebIndex, 42% of US and UK beauty consumers surveyed would like to see more vitamins and supplement options from their favourite brands to incorporate into their beauty regimes. Expect to see skincare products containing “infection-fighting” compounds (E.g Centella Asiatica, hypochlorous acid/HOCI) such as mists, sanitising hand creams, and vitamin-infused serums on the shelves. Additionally, supplementary treatments and smudge-free formulas will become most wanted too. (Think continued use of face masks)


Vitamins C and E, selenium, carotenoids, Centella Asiatica and HOCI have potent antioxidant and anti-inflammatory qualities. It is effective in treating small wounds, as well as burns, eczema, psoriasis, scleroderma, and acne. HOCI already exists in your body and attacks invading pathogens. It’s created by white blood cells as a defense system against infection and bacteria that cause clogged pores. Now it is more widely available and has been developed to last longer, we’re seeing more of this strong element infused into skincare products.


Furthermore, research and development in botanical beauty have branched out more so into wellness and health-based products. In recent research by the University of Maryland Medical System, ingredients found in roots, rhizomes, and stem bark of various plants have been shown to obtain antiviral and anti-inflammatory properties. It’s not just the west market wellness and health is advancing in.




Influence of wellness and health in East Asian culture


Botanical beauty’s involvement in the merge of wellness and health is clear to see. Mintel’s 2022 findings found that wellness and health popularity within the beauty market began in East Asian countries, such as South Korea and Japan. Of the participants who were surveyed, a majority 53% agreed that beauty routines reduced stress and the majority of consumers would purchase products that offered long-term benefits to their health. The Japanese consumer opts for high quality and looks for healthy beauty ingredients such as rice bran, Tsubaki oil, yuzu, and wakame.


This consumer behaviour has travelled across the west. Beauty consumers want beauty, wellness, and health all in one bottle that offers long-term wellbeing benefits. Not only do the ingredients and quality matter, but also the brand’s reputation.




Brand perception and reception

During the pandemic, 37% of European consumers were seeking tips on wellness and health from brands (GlobalData’s December COVID-19 Recovery Survey Tracker) - this was greater than those seeking info on product launches, trends, and initiatives. Engaging with mental health and wellbeing initiatives, plus shouting about your ethical practices will enable your brand to stand out from competitors. Your brand and community will become immediately recognised as part of this positive movement in wellness and health. Utilising these principles when formulating your product and brand strategies will allow your brand to click and connect with your consumers.


As well as values and brand status, transparency is extremely important when it comes to consumers purchasing a product. Over 50% of beauty consumers surveyed in the UK and US (Globalwebindex 2019) stated this. This all goes back to the three major factors that have influenced this movement in wellness and health within beauty; the pandemic, greater environmental awareness, and rising interest in healthier lifestyle choices.




Orean, Beauty, Wellness, and Health


With sectors within the beauty industry merging into wellness and health, science remains vital in creating innovative formulas that work. Brands need to be transparent with their audience to stay relevant in their sector; whether that’s skincare, haircare, or cosmetic products. Our expert research and development team works closely with you, to understand the vision you have in mind for your next range before creating potent solutions with lasting results. Contact our team to grab the opportunity that stands on the bridge between beauty and wellbeing.