Consumer attitudes toward wellness are increasingly shaped by appearance-related goals. According to Julie Johnson, president of market research firm HealthFocus International, more Americans are intentionally choosing products they believe will improve visible aspects of their health—such as hair, skin and nails. And this shift is being driven largely by Gen Z and Millennials. 

Johnson told Happi that younger consumers are also leading in the adoption of anti-aging and appearance-focused wellness practices. Treatments such as cryotherapy, lymphatic drainage, light therapy and IV drips are increasingly part of the wellness landscape, according to the 2026 HealthFocus Global Trend Study – US Results.

Marketers, suppliers and other industry professionals caught a preview of what’s next in wellbeing at Questex’s Beauty and Wellness Show New York—known as Be+ Well New York—at the Javits Center on March 8-10, 2026. 

Be+ Well New York was part of The International Beauty Show (IBS) and International Esthetics, Cosmetics & Spa Conference (IECSC) for wellness and beauty brands.

“The beauty and wellness industries are undergoing a significant transformation and unprecedented growth,” Elizabeth Fanetti Trevorrow, partnership and event director at Questex’s Wellness Group, told Happi. “Recent market economy projections indicate they will reach $9 trillion by 2028. With 82% of US consumers now considering wellness a top priority in their everyday lives, there has never been a better time to create a space that combines beauty, spa and wellness in one holistic approach.”

“People want transformation, balance and empowerment,” she added. “The professionals guiding them on this journey deserve a place to learn innovative techniques, share wisdom and access the tools that will help make a difference. Be+Well exists to ignite a community that empowers beauty, spa and wellness professionals to elevate lives, nurture wellbeing and shape the future of this movement together.”

At Be + Well in New York, the show floor featured specialized “neighborhoods” to streamline the experience, according to event organizers. Attendees explored more than 600 brands across various sectors.

All About Red Light

Red light therapy “led” the way at the show. According to Spate, LED face masks have grown by 34% compared to last year across TikTok and Google search, with the latter holding 70.1% of the popularity share. LED masks use wavelengths of light to penetrate the skin, stimulating cellular processes that help with acne, anti-aging, wound healing and improving general wellness.

Consumers are searching for specific brands, said Spate, including Omnilux Contour Face, which showcased its products at the event. The dermatologist-recommended red and near-infrared light therapy device has clinically proven results for anti-aging and skin rejuvenation, according to the company.

Also part of the event was HigherDose. Its latest launch is the Red Light Showerhead Filter, the first shower filter to combine therapeutic red light with a 10-stage filtration system. According to the company, it is designed to “ignite a full-body glow while elevating a basic daily routine” and supports skin and hair health while creating a spa-like, mood-boosting ritual at home. The multi-layer filtration system is engineered to help reduce chlorine, heavy metals, VOCs and microplastics—common water impurities that can contribute to dryness, irritation and buildup. 

While the filter works to elevate water quality, the removable (hyphenate) red-light ring delivers the same irradiance found in premium red light panels to support glowing skin from head to toe, boost circulation, nurture scalp and hair health, per the brand.

HigherDose’s filter is part of rapidly expanding category. 

“At HigherDose, we’re obsessed with transforming everyday habits into powerful wellness rituals,” said Lauren Berlingeri, co-founder of the company. “The shower felt like the ultimate opportunity because it’s a moment when you’re already stripped down—literally and mentally. It’s where people reset, release and prepare for whatever comes next. We wanted to elevate that moment with the kind of science that genuinely changes how you feel.”

According to Berlingeri, red light therapy works best on bare skin and pairing it with cleaner, filtered water creates a full-body treatment people can experience without adding anything new to their schedule. 

“The red light shower filter takes something ordinary and turns it into a daily dose of beauty, recovery and mood-boosting light. It’s wellness that fits effortlessly into real life,” she said.

Nano-Channeling

At Be + Well, Hydrafacial was  promoting a variety of new  services, including Hydrafacial + SkinStylus Nano-Channeling, which providers are using to further boost skin quality and overall results. Nanochanneling is touted as a gentle, non-invasive cosmetic treatment that creates nano-channels in the outermost layer of the skin to help visually improve the appearance of fine lines, wrinkles, texture and tone. It creates tiny pathways that enhance serum absorption and glow, said the company. 

Whitney Cypes, chief brand and clinical innovation officer at SkinHealth Systems, the owner of Hydrafacial, told Happi: “As aesthetics and wellness continue to converge, we’re seeing growing demand for treatments that support healthy skin and natural-looking results.”

Unilever To Acquire Grüns

Unilever signed an agreement to acquire Grüns, a fast-growing wellness company with a leading position in supplements. 

Products are touted as “daily nutrition for superfoods” and contain more than 20 vitamins and minerals as well as whole food fruits, vegetables, mushrooms, prebiotics, adaptogens and antioxidants.

Grüns is distributed through retail and direct-to-consumer channels in the US. Founded in 2023 by entrepreneur Chad Janis, the company has “a clear mission to make daily nutrient support an easy, enjoyable ritual.”

The transaction is expected to close later this year. 

In 2025, Unilever’s Beauty & Wellbeing unit sales increased 4.3%. Unilever wellness brands include Liquid I.V. and Nutrafol, amongst others.

Supplements & Longevity

Supplements and nutraceuticals are also cornerstone elements of wellness right now, as seen at Be + Well.

Dr. Chris Shade, CEO and founder of Quicksilver Scientific, told Happi that beauty from within is about “restoring intelligent signaling at the cellular level.” His company was at the event to showcase recent launches including NAD+ Platinum Balanced Sirtuin Activator, a skin supplement; as well as Copper GHK+ with Cycloastragenol, a topical supplement. 

Also new from the brand is Lipotone, a new liposomal formula designed to support healthy appetite signaling, satiety and metabolic balance.

“The skin is not isolated, it reflects mitochondrial function, detoxification capacity, inflammatory tone and hormonal rhythm,” Shade said. “As we better understand longevity biology, we see that radiance and resilience are downstream effects of how well the body manages oxidative stress, clears metabolic waste and maintains coherent cellular communication. 

“The future of beauty isn’t topical correction, it’s supporting the underlying systems that govern regeneration and repair. When you optimize internal signaling and reduce total toxin body burden, you create the conditions for the body to express vitality outwardly,” he asserted.

Spate’s Longevity & Wellness report found that consumers are increasingly turning to supplements that support multiple dimensions of long-term well-being: products aimed at protecting physical health (i.e. magnesium, creatine and collagen), enhancing cognitive function (nootropics, L-tyrosine) and strengthening immunity (beta-glucan, omega-3 and CoQ10).

For many consumers, skincare and wellness are now interconnected. According to the Spate study, beauty-from-within has been a popular concept for decades, but today’s consumers have a more sophisticated understanding of skin science.

Additionally, wellness has become a central theme in the longevity conversation, complementing the traditional focus on lifespan. Consumers don’t just want to live longer—they want to live longer in good health. 

As Spate analyst Emma Harper noted, “As consumer focus shifts to this space, it makes sense for wellness to find a natural home in the mind’s eye of the consumer.”