BEVERLY HILLS, CALIFORNIA - APRIL 23: Gwyneth Paltrow, Powerhouse Brand of the Year Award recipient, ... [+] speaks onstage during The Daily Front Row's Seventh Annual Fashion Los Angeles Awards at The Beverly Hills Hotel on April 23, 2023 in Beverly Hills, California. (Photo by Monica Schipper/Getty Images for Daily Front Row)
Gwyneth Paltrow might have been right all along. Turns out, wellness is a lifestyle. The global pandemic had accelerated the collective paradigm shift realigning physical and mental health to prioritize self-care as a process and not some set of overhyped products, one-off experiences, and viral soundbites. “Wellness Awakens. A new definition of beauty is reshaping the market as consumers shift their objectives from aesthetic perfection to holistic wellbeing,” notes Business of Fashion in its annual State of Fashion report. The receipts are in.
Summer retreat and masterclass in natural perfume in collaboration with Porcelain Perfumery.
The global health, beauty and wellness market is on track to nearly double between 2020 and 2025 to an estimated seven trillion dollars. That’s a trillion with a T. "The real sea change is that people, many for the first time, are seeing mindfulness as an integral part of their daily routines,” says Akash Mehta, a veteran beauty industry entrepreneur and host of the Founded Beauty podcast. “From sustainable and ethically sourced products to rituals aiding in stress reduction, people are investing in cultivating a deeper connection with oneself." The emerging cross-segment synergy is powered by three key factors: medical-grade clinics and spas, mission-centered beauty products, and a rapidly growing multisensory retreat industry. Here is a more detailed look at some case studies from around the United States and the world.
Clinical Treatments Get an Upgrade
Since 2021, both providers and consumers of cosmetic treatments were able to see the Linda Evangelista vs. CoolSculpting saga as a teachable moment to learn about true efficacy of various products. The market is much more safety-savvy. Among the non-surgical procedures at San Francisco’s popular Serenity Medspa, laser remains an accessible way to resurface the skin. Halo Laser is one of the most effective tools to improve the texture such as fine lines, wrinkles, and pore size. Fraxel Laser is a non-ablative treatment to counter sun damage and manage signs of aging. The newest Moxi Laser is an even gentler option with minimal downtime which can be used to remove excessive redness from broken capillaries.
Serenity MedSpa co-founder Dr. Lisa Kang notes that “key concept for many of our clients is ... [+] rejuvenation."
Serenity co-founder Dr. Lisa Kang notes that “key concept for many of our clients is rejuvenation. No one expects overnight miracles, but people want to stay proactive in maintaining vitality of their muscle and skin tone for life. This is a very sensible goal given the state-of-the-art therapies readily available now.”
Isabella Koretz, founder of Ciel Spa
Down the coast in Los Angeles, Isabella Koretz is noting similar changes among her Ciel Spa clientele in Beverly Hills. "People want to go deeper, they are unsatisfied with the surface level of things, literally and metaphorically. We’re seeing a boom in interest in treatments like Red Light therapy, Hyperbaric Oxygen Chamber therapy, CBD treatments and lymphatic massages because they provide healing beyond the skin barrier," says Koretz. “The beauty and wellness industry is not just a reflection of the zeitgeist, but an answer to real immediate and long term needs. We’re in the business of results, not trends.”
Beauty Products on a Mission
First came Beauty’s gender-neutral revolution. Then, Black Lives Matter and the war in Ukraine heralded corporate accountability makeover. Social responsibility is part of brand DNA aligned with ethical consumer priorities. Iranian-American beauty influencer Shima Katouzian turned the story of her heritage into one of the biggest success cases. A nine-shade eyeshadow palette called Immigrant Girl has turned BODO Makeup into the first beauty brand with Iranian-American heritage and global sales.
Iranian-American beauty influencer Shima Katouzian
Launched on the International Women’s Day, its colors represent different stages of a journey towards liberation: Gloom, Risk, Extra Luggage, Unknown, New Dawn, Salvation. “It’s a movement,” says Katouzian.
BODO Makeup color palette
"Iran boasts a rich beauty heritage that spans centuries and is reflected in exquisite cosmetics know-how, artworks, poetry," reflects Iranian-American model and makeup expert Elnaz Golrokh. “Be it in music, sport, business, or other aspects of their lives, Iranian women are talented and relentless in pursuit of perfection, even under the existing restrictions. I genuinely hope that their situation will improve soon so that the world can celebrate their many accomplishments." Beauty industry can be an effective goodwill ambassador for intercultural exchange.
Retreat Is the New Jet-Setting
In 2020, staycation became one of the Words of the Year. Thanks to the phenomenon, would-be travelers discovered the power of retreats: one-location immersive experiences focusing on holistic wellness. Health retreats is a $21-billion market in the USA alone with a global growth projected at a steady 7% CAGR over the next decade. “We’re seeing more and more people fully embrace their uniqueness from culture to identity to artistry. Retreats help evolve this notion by providing highly tailored support to each individual. This kind of customized inclusivity is part of the ethos and the appeal,” says Isabella Koret who operates Pearl Recovery Retreat. LA’s premier healing experience comes with a chef, car service, and a concierge. Retreats used to be associated with monastic devotion, stints in rehab, and/or genius-in-seclusion antics. Nowadays they also attract a different type of crowd with enthusiasm for meditative learning.
Danish brand Porcelain Perfumery runs biannual retreats of olfactory workshops, yoga, and gastronomy ... [+] in Italy, including the Aethos Saragano resort featured here.
Danish brand Porcelain Perfumery runs biannual retreats of olfactory workshops, yoga, and gastronomy in Italy. “The sense of smell is closely tied to memory, so slow perfumery customers delight in the sense of well-being provided by these unique opportunities. Discovering the natural rhythms of our bodies and environments is a luxury that can sustain us for a lifetime,” explains founder Stine Hoff.
Danish brand Porcelain Perfumery runs biannual retreats of olfactory workshops, yoga, and gastronomy ... [+] in Italy.
October (’23) and April (’24) are perfect seasons to bask in the Tuscan sun. Retreats can help perfect a specific skill or focus on a unique destination. At best, you can do both. For example, Kammui is a platform launched by Maximilian Mackee. It connects world-class-certified guides throughout Japan to create exceptional experiences like mountaintop meditation or coastal hikes.
Japan’s indigenous religious tradition, Shinto, is characterized by its deep reverence for nature. ... [+] Kammui is a platform launched by Maximilian Mackee.
“Japan’s indigenous religious tradition, Shinto, is characterized by its deep reverence for nature. We take adventure to next level offering deeper meaning and connection to the incredible nature and culture of Japan,” says Mackee. Kammui is proud to be backed by several influential figures in Japan, including the legendary designer and artist Hiroshi Fujiwara, soccer star and investor Keisuke Honda, product designer Ian Spalter, head of Instagram Japan, economist Jesper Koll and others. The beauty and wellness sector consistently taps into different aspects of society to deliver its most in-demand offers. The industry continuously adapts to help us live our best lives, not just in memes, but truly so.