The pandemic propelled wellness to the top of the personal care product category. From supplements to spritzers, chocolate bites to sustainable lollipops, health and personal care marketers are rolling out innovations to suit the increasingly sophisticated demands of the wellness consumer seeking advanced nutraceuticals and other elevated “beauty inside out” SKUs to fortify hair, skin and nails. Additionally, mood and sleep boosters like CBD and mushrooms are gaining ground in the development of wellness products.

According to Global Wellness Institute’s  Global Wellness Economy: Country Rankings report, the US is by far the largest market, at $1.2 trillion—nearly double the size of the second-largest market, China ($683 billion). Germany ($224 billion) and UK ($158 billion) trail in third and fourth, respectively. The US accounts for 28% of the entire global wellness market, while the top ten markets represent 71% of the world total.

According to GWI, globally, the wellness economy represents 5.1% of total GDP, roughly one in every 20 dollars spent by consumers worldwide is on wellness.

One aspect that is unifying the rising in wellness spending is the pandemic. Jennifer Famiano, director and industry analyst for beauty, The NPD Group, Port Washington, NY, noted that pre-pandemic, wellness in skincare was closely linked to the rise of natural brands.

“Prior to the pandemic, the pursuit of wellness was more focused on physical fitness, along with self-care rituals where skincare plays a large role. But as the pandemic variants surged and continued to place stress on our lives, our collective notions about wellness began to shift—and so did the skin care industry landscape,” Famiano said. “Lockdowns and social distancing added another layer to the wellness evolution. At first, creating a spa-like environment at home meant putting on a face mask and lighting a candle. It was more than enough to give us a moment of ‘om.’ But two years of Covid-19 (and counting) has reinforced our need to address mental wellness. Consumers are grappling with Covid fatigue and searching for products, ritual and activities that not only bring them a moment of peace, but can also bring them joy.”

Jane Henderson, chairman, Mintel Beauty and Wellness, London, observed that for beauty brands to thrive in the wellness marketplace, it is now no longer enough to have a great product.

“Consumers expect brands to have a real purpose and to use their power to help engender genuine social change for all,” she said, “While brands know that purpose is a path to be taken, there are many that have yet to brave it. In the coming years, brands will risk calls of tokenism if they do not plan to be at the forefront. Those that embrace it with courage and creativity will capture more consumer hearts and more sales.”

Mainstream Distribution, Personalization Drive Marketplace

In 2022, the wellness market is keeping up with the “beauty inside out” momentum of 2021, noted Beautyque NYC Founder and Owner Sonia Khemiri, New York.

“The pandemic forced us to be more caring about our skin health from inside out by hydrating, hydrating and hydrating. Some supplement companies are also focused on bringing hydration and detoxing from inside out with vitamins,” she said.

Kimberly Snyder, the Topanga, CA-based author of the new “You Are More Than You Think You Are” wellness book, added that besides getting a glow up, the personalization of nutrition is a rising trend this season.

“Health and wellness being personalized is a huge trend. This includes wearable devices to track fitness, heart rate variability, sleep stats and more,” she told Happi. “This also includes more intuitive, conscious eating over a ‘one size fits all’ diet.”

Liz Gretkowski, vice president of consulting at WSL Strategic Retail Consultants, New York, noted that the increase of availability in the mass market is also helping the wellness sector grow.

“Wellness moved mainstream and is easier to buy. As a wellness junkie, I’ve always had to shop specialty stores to get what I want. But that’s changing. On a recent Retail Safari [market research mission] through New Jersey, I was encouraged to see many fringe wellness items in national chains.

For instance, at CVS, Gretkowski found weighted blankets, diffusers and healthy water options next to soda and chips made without vegetable oils—to name a few.

“Finding such products was easier at Wegmans, where cross-category wellness items are organized in a  shopper-friendly way. At Target, ‘clean’ products were everywhere, with a new wellness section in the works. And at Walmart, some of my favorite organic specialty grocery products and brands were available at super low prices. A lot has changed on the wellness front in two years,” she said.

Clean ingredients are also key in today’s wellness products. Manufacturers are innovating or updating their products, working to meet the increasing demand for cleaner ingredient lines and introducing products that contain no allergens or irritants. Formulas are cruelty-free and free of parabens, sulfates, petrolatum, mineral oils, phthalates, sodium lauryl sulfates and other “undesirable” ingredients.

“The trend toward cleaner ingredient lines is one of the most notable evolutions happening across our beauty and skin care business,” commented Muriel Gonzalez, chief merchandising and marketing officer at The Vitamin Shoppe, Secaucus, NJ. “We’re seeing a marked increase in all-natural and transparent ingredient claims in hair, facial, skin and oral care products. In fact, some of our fastest-moving items now tout their clean ingredients.”

Drink It Up!

From customizable beverages to plant-sourced hydrating concoctions, there is something for everyone in the wellness marketplace right now.

Pepsi is going beyond soda and seltzers to roll out Soulboost, a sparkling water beverage made with functional ingredients. There are two varieties so far: Soulboost Lift, made with 200mg panax ginseng in Blueberry Pomegranate and Black Cherry Citrus as well as Soulboost Ease with 200mg of L-Theanine available in Blackberry Passionfruit and Strawberry Rose.

Indie personal care entrepreneur Blueshift Nutrition has developed the world’s first auto-blending wellness bottle that delivers pod-based drinkable supplements. The brand’s Hydro-Nutrient System is powered by plant-based formulations that blend with water.

“Supplements can be a powerful tool to improve our health, but pills are too small to include beneficial plant-based phytonutrients at optimal levels,” said CEO and Founder Paal Gisholt, Blueshift Nutrition, Plymouth County, MA.

The Hydro-Nutrient System, anchored by the brand’s wellness bottle, features proprietary “Lift-to-Blend” technology, blending every sip.

“Vitamins are often unpleasant to swallow, unpalatable and can be full of added sugar and fillers,” said Gisholt. “Drinkables are the way to go if you want to get nutrient-dense, plant-rich supplements. But drinkable supplements can be a pain to make and tend to settle at the bottom of your cup. Blueshift solves these problems.”

Launching with more than 25 formulations and growing to 40 this Spring, Blueshift makes it easier to fit wellness into modern lifestyles by making it an enjoyable experience, noted Gisholt. Made with artisanal flavors, Blueshift’s high-quality formulations aid with everything from energy, sleep and stress to fitness, inside-out beauty, everyday wellness and more. The Hydro-Nutrient System is available at BlueshiftNutrition.com for an introductory price of $80, including the wellness bottle and an eight-pod sampler. The bottle connects to the Blueshift app for on-the-go wellness updates.

Another indie wellness brand, Cactus!, is rolling out its West Coast specialty to the US beverage marketplace. The brand’s Cactus! Organic Cactus Water, which is  already available in grocery stores throughout the southwest, is being sold nationwide on Amazon.  Powered by USDA-certified organic nopal cactus leaf, Cactus! contains antioxidants, electrolytes and amino acids to form a “uniquely powerful” hydrocolloid that promotes absorption and retention in the body, according to its founder Sarita Lopez, St. Helena, CA. The desert hydrator is available in lime, papaya and watermelon flavors and low in sugar and calories.

“We’re one of very few cactus waters on the market that is produced from the cactus leaf rather than prickly pear,” said Lopez. “The cactus leaf contains antioxidants, betalains, electrolytes and amino acids. When combined with water, the result is a light, clean, refreshing hydration source, excellent for the body in hot conditions or after an intense workout.”

Lopez first discovered the health benefits of cactus water while working on her family’s Napa Valley-based organic farm, where health-conscious locals would buy her cactus leaves to use them as a juicing ingredient.

The hydrocolloid in the Mexican nopal cactus leaf binds to water and acts like a sponge. It is what gives the cactus the ability to absorb and retain water and micronutrients and survive in the scorching desert heat.

Also, growing in mass market distribution, Walmart.com now carries Bloom Beauty Essence Skin Care Drink with Collagen. The functional skin care beverage, which comes in regular and low-calorie versions, combines natural antioxidants from black currants with aloe vera, vitamin B3, biotin and a collagen complex with high bio-availability.

“We are excited that Walmart carries Bloom Beauty Essence Skin Care Drinks, said Annette Steiner-Kienzler, product developer and pharmacist for parent company R-Pharm, Princeton, NJ. “Our skincare drink is an innovative and effective skin care beverage for a nourishing alternative to sugary sweet drinks. Why starve your skin of needed nourishment with a soda when you can have a great tasting beverage that is good for you? Our beverage provides the skin with moisture and reduces the appearance of wrinkles.”

Steiner-Kienzler added, “We believe that nutrition is key to healthy and beautiful skin. Your diet is important not only for your health but also for your skin. Unfortunately, people don’t always have the time to prepare nutritious meals. In our constantly on-the-go lifestyle, unhealthy eating and drinking is a common occurrence.”

cbdMD’s latest creation is a fruit-flavored CBD wellness drink mix. With no sugar or caffeine, the vegan CBD powder drink mix provides a wholesome way to recharge after a workout. Due to its nano-encapsulated technology, individual CBD molecules are housed in a water-soluble shell which makes them suitable for use in any water-based drink—both hot and cold. It is available in Peach, Kiwi Strawberry, Lemonade and Fruit Punch flavors.

Hair to Stay…and Skin to Win

Unilever’s Nutrafol newest product is Collagen Infusion, a collagen powder formulated specifically to strengthen hair fibers and combat breakage and weakened hair caused by aging. The “ultra-dissolvent” powder can be added to consumer’s drink without changing the taste and is designed to be taken alongside the brand’s hair growth supplements, said the company.

Unlike other multi-benefit collagen products on the market, Collagen Infusion focuses solely on the essential elements of hair and scalp health: protecting collagen, strengthening hair fibers and replenishing collagen levels from within, according to the hair wellness company. Collagen Infusion increases elasticity in the skin and helps to reduce visible signs of hair thinning caused by aging when paired with Nutrafol’s nutraceuticals.

Collagen Infusion follows the launch of Nutrafol’s Growth Activator, a hair serum that incorporates the science of plant exosome technology from ashwagandha seeds for thicker-looking hair. The company also offers a post-partum hair solution.

Indie wellness brand KalaVita Nutrition recently rolled out a vegan hair supplement—Hair Hair gummies, which are formulated with biotin (B7) and vitamin E to promote hair health, prevent hair loss, and maintain hair strength from within. It is the first product in the supplement market that offers all of these benefits in the form of a vegan and sugar-free gummy, according to the company. Naturally flavored with white peach, Hair Hair is available at KalaVita Nutrition’s online shop along with its existing supplement range.

“We created the brand KalaVita hoping to bring a healthier and tastier supplement-taking experience for our customers who could enjoy their daily KalaVita intakes,” said KalaVita Company CEO Nina Zhang, San Francisco, CA.

According to Zhang, keratin is an essential protein and one of the primary building blocks of hair, skin and nails. Vitamin B7 can accelerate the production of keratin, which, when consumed regularly, results in healthy hair growth over time.

Hair Hair contains vitamins C and E to fight free radicals and environmental stressors. By combining vitamin B7 with B5, customers can rely on this combination because it effectively fights acne and helps maintain beautiful hair, said Zhang.

Another wellness marketplace leader, Vital Proteins, is expanding its marketing outreach for Spring 2022 with the appointment of influencer Addison Rae as its new global brand ambassador. According to the company, for years the social media influencer has incorporated Vital Proteins Collagen Peptides and Wellness Gummies into her daily routine. In her role as spokesperson, she will share content on the brand and its beauty benefits.

“We are extremely proud to welcome Addison to our Vital Proteins family,” said Kurt Seidensticker, founder and CEO of Vital Proteins, Chicago. “Addison inspires a whole new generation of wellness as she shares her personal experience with her fan base.”

Nestlé Invests in Wellness

In February 2022, Nestlé Health Science completed the acquisition of Vital Proteins.

“Vital Proteins has had incredible growth over the past two years,” said Greg Behar, CEO of Nestlé Health Science.  “We have worked to expand the brand geographically, scale up R&D and innovate on new products. More people around the world are becoming aware of how collagen can be incorporated into their wellness journeys.”

Beauty influencer Sommer Ray found success with her indie personal care brand, Imarais Beauty and its skin care gummies. According to the company, the plant-based, sugar-free, vegan skin care ingestibles work like an “edible moisturizer” to help nourish and hydrate skin. Ingredients include marine algae, activated vitamin C and vegan squalene. And, with a nod to sustainability, the marine algae is wild-sourced from the coastal waters of the Bay of Fundy, Nova Scotia.

Disco, a fast-growing direct-to-consumer company and Nordstrom’s second best-selling grooming brand, proves that wellness is not just for female consumers; its latest launch is for men. New for Spring 2022 is Disco’s first-ever ingestible, Fountain of Youth, which is a daily skin supplement for men who want to go the extra mile for a healthy complexion.

“Our mission is to make men feel more comfortable in their skin—we still have much to accomplish,” says Disco founder Benjamin Smith, Austin, TX. “We are adopting a long-term view on men’s skincare and will continue to lean into releasing skin-first products that are both unique and effective.”

Selling skincare to men has generally been a challenge, and most brands—especially ones that are male-focused— are driving home the importance of topical skincare products.

“While important, topical products are only half the battle. In addition to taking a holistic approach to improving men’s skin, our customers were regularly asking for other ways they could take their skin to the next level—enter Fountain of Youth, a beauty from the inside solution,” said Smith.

According to Smith, the supplement took 26 months to develop with the help of an expert chemist and dermatologist team, including Eva Simmons-O’Brien, an Ivy League doctor.

“Skincare starts from the inside out. Developing a skin-focused supplement was a no-brainer,” noted Smith. “Gut health is one of the primary factors in determining your complexion and for us, leaning into the internal part of a skin care routine was the logical next step in building a solutions-based skincare brand for men.”

This twice-daily supplement promotes clear, vibrant skin and reduces the formation of blemishes and wrinkles. Carefully formulated with a blend of probiotics, antioxidants, vitamins and minerals, ingredients include selenium, quercetin, vitamin B6, pantothenic acid, niacinamide, zinc, copper and a proprietary five-strain probiotic blend.

Indie wellness brand Vida Glow is gaining ground in the beauty inside-out marketplace, too. The Australian ingestible beauty brand recently celebrated the official US launch of its Vida Glow Natural Marine Collagen and has already secured retailers Revolve, Shen Beauty and Carbon Beauty for its products.

Vida Glow Founder Anna Lahey was introduced to an ingestible collagen when struggling with hair loss. After trying many supplements, she decided to give marine collagen a try. Within three weeks she saw a decrease in hair loss and transformation in her skin and nails. Vida Glow Natural Marine Collagen is a hydrolyzed collagen peptide powder supplement made from sustainably sourced fish skin that provides essential micronutrients to stimulate collagen production. The formula delivers bioavailable collagen peptides to stimulate collagen production which slows aging. A natural hydrolyzation and proprietary process allows for enhanced, 60-second absorption, said the company.

Upcoming launches from Vida Glow include Vida Glow Anti-G-Ox, a daily antioxidant powder that defends skin against premature aging caused by inflammation and oxidative stress; as well as Vida Glow Radiance, a targeted “once daily” capsule that increases luminosity and reduces pigmentation. Anti-G-Ox contains Hydrocure, a compound that provides the anti-inflammatory benefits of curcumin, a turmeric extract. Radiance includes the active Skin Ax2 that operates on a cellular level, lightening visible imperfections on the complexion.

Take A Bite Out of Wellness

Not all wellness products are supplements. Novel delivery systems for nutrition and relaxation span from chocolate bites to essential oil-infused humidifiers. For example, Sourse is the first vitamin-infused chocolate with clinically-backed dosage guidelines and ingredients proven to revitalize the way consumers look and feel. Sourse says it is reinventing the vitamin industry and rebranding it to something better suited to a new generation of health and beauty devotees.

With clinically proven results, the indie wellness brand is on a mission to help consumers fight “pill fatigue” by replacing the usual biotin, collagen, B12 and more with a delicious, vegan ethically-sourced two-bite dessert.

Sourse’s range started with the ceramoside-infused Glow Bites and vitamin B12-filled Hype Bites and now includes biotin-based Beauty Bites for hair, skin and nails as well as the vitamin D and saffron-packed Mood Bites. Mood Bites have sold out five times since its launch and have gained over 180,000 customers.

More developments in wellness edibles include the first 8Greens Lollipops, made from spinach, kale, aloe vera, wheatgrass, blue green algae, barley grass, chlorella and spirulina with a natural tropical citrus flavor. The gluten-free, vegan, non-GMO candy also includes lulo fruit for flavor.

Founder Dawn Russell created the 8Greens brand to help consumers prioritize health by offering essential nutrition in convenient forms, according to the company. The lollipops feature recyclable packaging, including a biodegradable and recyclable stick and recyclable wrapper too.

Some consumers are taking to the bath for wellness improvements. Consider products from BetterYou, a UK-based leader in the development of topical supplements which recently landed stateside. The personal care company worked closely with Cardiff University in the UK to create a transdermal magnesium range, which includes its top seller, Magnesium Bath Flakes, now sold on Amazon. According to the company, with the help of Cardiff University, these products have been absorption tested to confirm efficacy. Magnesium health benefits include aiding sleep quality, relieving muscle tension and more.

Consumers are also breathing in the benefits of wellness. Since launching in October 2020 amid the Covid-19 pandemic, indie homecare brand Canopy has experienced success with its essential oil humidifiers. In fact, the company surpassed its forecasted 5,800 humidifiers sold within the first three months by selling more than 10,000 units. With no-mist hydration, anti-mold technology and dishwasher-safe parts, the Canopy Humidifier is said to boost the skin’s appearance and hydration, while also helping to ensure healthier air quality in the home. The devices also offer aromatherapy benefits with the addition of essential oils atop of “pucks” in the device.

Through 15 months, Canopy’s gross sales near $10 million, and the company has received more than 140,000 orders. The brand is also expanded into Sephora.com, becoming the first humidifier available at the beauty retail giant.

“At Canopy, it’s our mission to help customers unlock the full potential of their beauty and wellness routines at home. Sephora is the ultimate destination for the latest and best in beauty brands. We are thrilled to partner with them to introduce our hero Humidifier to their loyal and engaged client base, helping to broaden the definition of what it means to have a highly effective beauty routine,” said Eric Neher, chief marketing officer of Canopy, New York.

“Sephora is thrilled to partner with Canopy and continue bringing our clients best-in-class products that support all their beauty and wellness needs,” said Cindy Deily, vice president of skin care merchandising at Sephora, New York. “Canopy’s innovative devices—including the Humidifier—help clients optimize at-home wellness routines, as well as achieve healthy skin, body and mind, making it a wonderful addition to our clean beauty assortment.”

A Healthy Future for Wellness

The cosmetics and personal care industry has shifted toward organic and natural products. Growing health consciousness in wellness products and concerns related to environmental sustainability among the customers boosted the growth of organic and natural cosmetics, according to a new report from Allied Market Research.

Awareness of the benefits of organic products and increased usage of e-commerce channels drive the growth of the organic personal care and cosmetic products market.

According to Allied Market Research, the global organic personal care and cosmetic products market is anticipated to grow 5.3% a year from 2022 to 2031.

Additionally, according to data from InsightAce Analytic, the global beauty ingestible market was valued at $3.29 billion in 2021 and it is expected to reach $8.30 billion in 2030, that’s a CAGR of 11% from 2022 to 2030.

Specifically, collagen sales will grow 8.3% a year to reach $7.2 billion by 2028, according to a report by Insight Partners. Collagen is the main structural protein found in skin and other connective tissues. It decreases with age causing the skin to become thinner and drier leading to the development of wrinkles.

Novel ingredients are driving growth in the wellness segment. For example, there are 17.4K searches on average every month in the US for Silymarin, which is medium volume relative to other searches for herb or spice products within the natural ingredient category, according to market research firm Spate. Silymarin is an active ingredient naturally-derived from milk thistle. It is commonly used to treat the liver but has potential skin care benefits such as fighting inflammation and anti-aging benefits.

Additionally, on average, there are 1.3 million searches every month in the US for ashwagandha, which is very high volume relative to other searches for adaptogen products. Searches are up 46.2% since last year, according to Spate. Demand is growing in both the US and UK as consumers become more aware of its health benefits.

“Health care is going to massively shift, from tele-therapists to personalized health care, with the intersection of blood tests and wearable devices. There is going to more of an emphasis on mental health thankfully as well,” Snyder predicted as a big wellness trend for 2023.

Overall, wellness continues to be a state of being that consumers strive to obtain, noted Famiano of NPD.

“Wellness priorities are evolving and, in turn, are fueling skin care trends in a different manner today than they did before the pandemic,” she said. “Brands that stay with their followers on this journey and engage with them accordingly will earn their business.”  

New Wellness Ingredients

Here are a few new wellness ingredients for Spring 2022. For more information, contact the supplier directly.

Coast Southwest

Arlington, TX, 76011
Phone: 1-800-621-0500
Email: [email protected]
Website: www.coastsouthwest.com
 
Novachem Peptizinc
INCI: Zinc Chloride (and) Hydrolyzed Wheat Protein (and) Cinnamomum Zeylanicum Bark Extract (and) Thymus Vulgaris (Thyme) Extract (and) Brassica Oleracea Acephala Leaf Extract (and) Spinacia Oleracea (Spinach) Leaf Extract (and) Malva Sylvestris (Mallow) Flower/Leaf/Stem Extract (and) Hamamelis Virginiana (Witch Hazel) Leaf Extract
Suggested Use Levels: 1-5%
Applications: Shampoo, Conditioner, Scalp Scrub, Scalp treatment
Comments: Peptizinc is a natural active ingredient composed of zinc peptides and six plants (Spinach, Kale, Cinnamon, Witch Hazel, Mallow, and Thyme) that work synergistically to reduce the factors that increase hair oiliness and dandruff production. Peptizinc inhibits 99.9% of the 24 species of Malassezia, the fungus that causes dandruff.  It treats oily scalp with an astringent action without causing dryness and irritation to promote a healthy scalp.
 
Novachem Golden Milk
INCI: Water (and) Glycerin (and) Curcuma Zedoaria Root Extract (and) Pipe Nigrum (Pepper) Fruit Extract (and) Crocus Sativus Flower Extract
Suggested Use Levels: 1-5%
Applications: Face Cream, serum, lotion mask, mist, body mask, body lotion, scalp treatment
Comments: Golden Milk is an active ingredient of 100% natural origin rich in vegetable curcumins, from turmeric, black pepper and saffron.  These components are used in traditional and ayurvedic medicine in Asian countries for overall wellness because of their anti-irritation and calming benefits for the skin and scalp.  Golden MilkTM acts a cellular protector against chronic inflammation of the skin and hair follicle of the scalp.
 
Kisolite BMP
INCI: Clay
Applications: Ideal for topical skin and personal care formulations, face masks, body lotions, creams, shampoos, lip balms, bath bombs, and salves
Comments: Over 10,000 years ago, the Heiltsuk people discovered a unique clay-like mineral with healing properties. The physical properties of Kisolite BMP Biogenic Mineral Powder strengthen the skin’s barrier while maintaining pH balance. Coast Southwest delivers this rare and ancient resource, which is processed without the use of harmful chemicals. Kisolite BMP is a safe and multi-functional ingredient for the most indulgent personal care products.
 

Evonik

Essen, Germany
Phone: +1 973 929-8000
Email: [email protected]
Website: evonik.com/personalcare

TEGO CBD Revitalize
INCI: Amaranthus Caudatus Seed Extract (and) Cholesterol (and) Cannabidiol (and) Glyceryl Caprylate
Suggested Use Levels: 1% – 5%
Applications: Facial Skin Care, Natural Skin Care
Comments: Give yourself star power with a scientifically-crafted entourage found in Evonik’s new TEGO CBD Revitalize.  This blend combines cannabidiol with synergistic components that collectively support the appearance of revitalized skin.

TEGOSOFT LO MB
INCI: Lauryl Oleate
Suggested Use Levels: Application Dependent
Applications: Color Cosmetics, Hair Care
Comments: TEGOSOFT LO MB is a natural replacement for mineral oil with similar sensory in skin care products. The medium spreading emollient is fully based on renewable sources and produced by a unique, eco-efficient process. Its excellent wetting properties make it especially suitable for color cosmetics.