Wellness is the new beauty

Written By Emily Smith

The rise of wellness in beauty + what it means for brands

The beauty industry has long been synonymous with high shine and all things glam. But beauty lovers will notice something has shifted. Enter: wellness. In recent years, consumers have begun prioritising wellness in their beauty routines, and beauty is being redefined through the lens of health. We’re valuing the link between our products and how they make us feel - not just the superficial benefits. As this consumer mindset deepens, we’re watching wellness and beauty merge in a way that’s reshaping the industry.

Wellness is no longer a niche, it’s woven into every category. In 2025, we’re seeing brands lead with wellness, from optimum hair health and ingestible collagen to trends that focus on barely-there, stripped-back results.

For beauty brands, the shift is worth paying attention to.

Take Vida Glow, a trailblazer of the wellness-first beauty movement, for example. The brand connects science-backed supplements with holistic beauty rituals. Vida Glow’s Radiance supplement showcases the fusion of wellness and beauty, targeting skin health from within using hero ingredients Vitamin C and Zinc. image credit: vida glow

IKKARI by Aje marks a strategic expansion from fashion into the wellness space. Inspired by the holistic lifestyle of Ikaria, the range is thoughtfully split into Inner (ingestibles), Outer (skincare), and Aura (aromatherapy), blending science with sensorial ritual. Alongside AJE ATHLETICA, it positions Aje as a full lifestyle brand rooted in modern well-being. image credit: ikkari

GOOP Beauty blends clean skincare and supplements into a wellness inspired ecosystem. Their copy isn’t just clever, it speaks to how you feel using the product. This is showcased with body product, The Martini Emotional Detox Bath Soak: a product that “helps take the edge off during turbulent times (or after a crazy day).” image credit; pinterest

This movement isn’t just about wellness in the vein of ‘face masks, journaling and Sunday baths’. It’s about how brands position themselves emotionally, connecting to consumers in ways that prioritise their health.

BRANDING NOTES

  • Design for the nervous system. Use colours, textures, and sensorial packaging to evoke your wellness ethos.

  • Go beyond ingredients. Speak to the bigger picture: gut health, hormonal balance, emotional wellbeing. Offer content that supports a whole-body approach to beauty.

  • Build consumer rituals. Position your product as part of a lifestyle, something that fits into your customer’s morning routine or evening wind-down. This builds consistency and emotional connection.

For full suite branding services:
emily@thebrandaffair.com.au
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Emily Smith