The Wellness Revolution

Beauty’s message has always been about transformation – that when you look good, you feel good. However, over the last few years the industry has seen a massive shift. Beauty is blurring into wellness, health, fitness, nutrition and even emotions and spirituality. Beauty isn’t just about how you look on the outside, but how you feel on the inside. In fact, Gen Z (the drivers of this attitudinal change) define beauty by health, confidence and loving yourself.

Gen Z are prioritising holistic wellbeing treatments over aesthetic ones with 49% believing that self-care has a positive impact on mental health.

It’s a radical change from the Kardashian-era, and so-called selfie culture – a shift from self-aware to self-care. This concept of self-care is also far from selfish. It leads with kindness to you, but also kindness to others and the environment. It’s a wider definition of what being a beautiful person truly means and reflective of a mindset where 42% list wellness as one of their highest priorities.

But what does wellness really mean, and how does it relate to beauty?

“People are approaching how they take care of their skin and their body in this much more holistic view. As we bring self-care into it, the overarching thing is wellness, and beauty becomes part of that.” – Katie Thomas, Kearney Consumer Institute

ALL HAIL HAPPINESS

If we dig a little deeper, it’s interesting to look at the findings of a Mintel Study that claims more than half of adults say their reason for setting health and wellness goals is simply to be happy. It doesn’t have to be complicated. Happiness has been a bit harder to find for a lot of people with the impact of the Pandemic. Over 7.5 million pages have been read online by people looking for mental health guidance since 2020, +175% on the year prior, with a specific 703% increase in anxiety support search. To top it all off, we aren’t sleeping, and there’s even a new term for it – Covid-somnia! Approximately 1/3 of western adults have sleeping difficulties with 6-10% classified as insomniacs. No-one with anxiety and no sleep is feeling happy. So maybe the real question should be – how can the beauty industry improve happiness?

SCENT-SELF-CARE

Self–care can be deep, meaningful, and potentially complex, but beauty can provide uplifting moments in a simple and accessible way. Fragrance in particular plays an enormous part in self-care. Perfume isn’t a ‘look at me’ statement anymore. The emotional mood-changing impact of scent has been scientifically proven, and consumers are drawn to the comfort fragrance provides. The category’s performance was described by NPD as the ‘Little Engine of Growth’ in 2020, a trend that shows no indication of slowing down.

“Fragrance has seen an unprecedented post pandemic boom of +82% v 2020 & 35% v 2019 as consumers connect scent with a nostalgic, indulgent treat or more personal gift.” – NPD

Fragrance has morphed into a mood-boosting tool that niche brands have messaged with a deeper connection – spritz throughout the day for a dose of energy, positivity, or calm as a more immersive experience of scent-self-care. Home Fragrance was the fastest beauty growth category in 2019, with scented space creativity continuing as our homes truly become our castles, and safe nesting places.

BATHE IN HAPPINESS

There is nothing quite like a bath to unwind and relax. Pinterest searches for deep soak tubs have surged +145%, and spiritual cleansing baths by +180%, and Cult Beauty has seen a +315% increase in bath and body sales. We know that bathing is relaxing, but did you know that it can actually make you happier? Skin releases endorphins in response to warm water the same way endorphins are released when you feel the sun on your skin. According to a BMC Psychiatry study, bathing can be twice as effective as exercise in treating depression.

Moreover, it’s not just about our mind, bathing can also benefit our health. A study in the Heart Journal told found that a daily bath was associated with a 28% lower risk of cardiovascular issues. As for the products we put in the bath, they can help our mind and health too. Sea salts, for example, have highly absorptive minerals that are believed to boost resistance to illness and disease.

A wellness and health focus has crept into skincare too, one recent example are products that respond to our body’s hormonal cycles. Period skincare works in tandem with fluctuations throughout the month, and the Female Founders Fund estimates that Menopausal Beauty is a $600bn spending opportunity. Demand is clearly growing – Cult Beauty has also seen 278% growth in their dedicated menopause category. It’s worth noting that these brands get personal in more ways than one, with products addressing sexual wellness alongside face cream. The intimacy sparks personal conversations beyond product that build community and stronger brand advocates.

CAN HEALTH AND FITNESS BE BEAUTY TOO??

A toning fitness regime may make you look good but feeling good can be as simple as a brisk walk. According to walking guru, sports scientist and founder of WalkActive Joanna Hall,

“10minutes of brisk walking can increase blood flow making us more alert, energetic and positive……”

If we feel calm and happy, it also helps control inflammation.

“There is resounding evidence that exercise and movement is one of the most powerful ways to control inflammation. Inflammation is cited as the biggest silent threat to health – with inflammation disturbing internal physiology as well as displaying visibly through skin and body aesthetics.” 

Newly formed company FemTec Health firmly believe that this beauty and health blur is the future. Their recent purchase of Birchbox will act as a springboard to revitalise the subscription box through personalised health and wellness products.

“FemTec’s vision for the future of women’s healthcare was inspirational to me and I could see the opportunity for the thousands of women in the Birchbox community to extend beyond consumer beauty products to a more holistic health and wellness offering.”

Katia Beauchamp, Birchbox Founder

DEFINING A NEW FUTURE OF BEAUTY

As the definition of beauty grows and becomes a wider part of a daily care lifestyle, so does the opportunity to expand into a trillion-dollar category. However, this isn’t just about innovative products, but the connection with the consumer to inspire, motivate, educate and engage through meaningful stories that fit into real life experiences.

“…brands now have to think about and embed themselves in the routines that surround their product — what the consumer is doing before and after using it, as well as their mindset — to satisfy more informed, solution-oriented consumers” – Katie Thomas, Kearney Consumer Institute

This new world of beauty can drive market share and a deeper consumer relationship. The opportunities are endless.