Embracing Wellness: How Beauty Is Being Redefined.
3 minute read…
The idea of wellness and beauty are nothing new, of course, but at Unfound we've been fascinated by the way we’ve seen these two categories collide in recent times.
In the ever-evolving beauty industry, a profound shift is well underway as consumers redefine their perception of beauty and prioritise holistic wellbeing. Driven by the desires of younger generations and fuelled by groundbreaking research and innovative technologies, the market is undergoing a transformative phase that promises to deliver products that make individuals feel as good as they look. We decided to dive into the topic to explore how beauty is being redefined by wellness and looked at some of the brands leading the way.
Image by Palm of Feronia
Wellness
Avid beauty consumers are seeking products and experiences that enhance their physical appearance but more importantly improve their overall wellbeing. This paradigm shift is pushing the industry to broaden its definition of beauty, encompassing more than traditional makeup and skincare. Consumers are now gravitating towards products that promote self-care and mindfulness, forcing brands to deliver a more holistic approach to beauty.
The integration of wellness has formed one of the most significant developments in the beauty sector. As part of the $1.5 trillion global wellness industry, beauty brands are venturing into new product territories with wellness-inspired solutions; ingestible supplements, sleep aids, and lotions infused with ancient medicinal traditions to name a few. This convergence of beauty and wellness is gaining momentum, with the wellness industry projected to experience a compound annual growth rate of 10% until 2027, according to McKinsey.
McKinsey & Company’s six wellness dimensions
Holistic Wellbeing for the Next Generation
The new definition of beauty places a strong emphasis on holistic wellbeing, with consumers shifting their objectives from purely aesthetic perfection to overall health. The shift has created an opportunity for brands to tap into emerging wellness sub-categories, such as sleep, sexual intimacy, and ingestible beauty, to enhance their existing product offerings.
However, it is crucial for brands to approach these categories with credibility and authenticity to resonate with consumers in this evolving market. As the Gen Z demographic becomes a significant force in the market, beauty brands must adapt to meet their evolving preferences. Traditional approaches to marketing and product development may no longer be effective. This digitally savvy, yet diverse, generation prioritise authenticity, sustainability, and science-backed information when selecting beauty brands and products.
Although the traits of this generation show up in a variety of ways, what we do know is that they can suss out a marketing gimmick with ease. To remain relevant, brands must engage with their audience by understanding their values and speaking their language. They must deliver wellbeing products that actually work and maintain an approach to communication that consistently moves beyond aesthetics.
A couple brands that we've been inspired by in this space are The New Co and Glossier.
The Nue Co by Made Thought
The Nue Co
The Nue Co epitomises the convergence of beauty, wellness, and supplements. Their innovative products are designed to enhance overall wellbeing through ingestible supplements made from high-quality, natural ingredients. The brand emphasises the concept of inside-out beauty, recognising that beauty and health are interconnected. Offering a range of supplements targeting specific wellness concerns, such as gut health, stress management and sleep, they view health as an eco-system.
By combining science-backed formulations with a holistic approach, The Nue Co exemplifies the shift towards wellness-driven beauty and the growing consumer demand for products that prioritise overall wellbeing.
Glossier
Glossier is a prime example of a brand that has successfully tapped into the shifting definition of beauty and the fusion of wellness and skincare. The company has gained a dedicated following, particularly among younger consumers, by emphasising natural beauty and a minimalist approach to skincare and makeup. Glossier's products focus on enhancing the individual's natural features and promoting overall skin health and the brand continues to grow in relevance by evolving alongside their consumer, meeting them where they are at.
“At Glossier, we make products inspired by real life. We believe beauty is about having fun, celebrating freedom and being present, because no matter where you are in your beauty journey - You Look Good.”
The Glossier brand promise.
Through prioritising authenticity and simplicity, Glossier resonates with consumers seeking products that align with their values of self-care, wellness, and a less-is-more approach. While their big idea of ‘You Look Good’ shows empathy towards their consumers who are on holistic beauty and wellbeing journeys.
The coming together of beauty and holistic wellbeing offers an exciting opportunity for brands to create meaningful and transformative experiences that cater to the evolving needs of consumers. By embracing this new definition of beauty, the industry can shape a more inclusive future where self-care, mindfulness, and holistic wellness take centre stage.
If you are looking to embrace wellness, as always, drop Tebo a note at hello@unfound.studio, we are always keen to sit down with ambitious founders and great businesses.
