The wellness wave is thriving, fueled by a blend of cultural shifts like the “soft girl era” and the rise of biohacking. The modern-day wellness movement isn’t simply a return to old trends; it's a reshaping of the entire industry.
Several cultural movements are driving this renewed focus on wellness, and they’re shaping client expectations around beauty in unique ways.
The “Soft Girl Era” on TikTok: A celebration of all things gentle, natural, and cozy, the “soft girl” aesthetic has flooded TikTok feeds, promoting an ideal of self-care that’s nurturing, slow, and therapeutic. As influencers embrace minimal makeup, glowy skin, and a calming approach to beauty, they’re inspiring a new generation to prioritise products and services that offer holistic care aka, wellness. This aesthetic encourages clients to see beauty treatments as a pathway to mental well-being, making wellness an appealing aspect of any beauty brand.
The Rise of Biohacking: The biohacking trend has moved from niche to mainstream, with clients seeking ways to optimise their health and well-being through personalised beauty regimens, high-tech skincare tools, and wellness-driven routines. This movement has led to the popularity of treatments like LED therapy, cryotherapy, and lymphatic drainage, as consumers turn to science-based methods to improve their skin, enhance vitality, and reduce stress.
These trends reflect a larger shift in consumer mentality—people are no longer only interested in aesthetic results; they want beauty and wellness to work hand-in-hand to support their health goals.
How Beauty and Aesthetic Brands Can Capitalise on the Wellness Movement
For beauty and aesthetic brands, this wellness resurgence represents an opportunity to evolve offerings, create deeper customer connections, and increase loyalty. Here are several ways brands can harness the power of wellness in today’s beauty landscape:
Introduce “Soft Girl” Aligned Products and Services
Clients inspired by the “soft girl” era are drawn to gentle, nourishing, and natural treatments. Brands can respond by developing products and services that focus on gentle, nurturing skincare, calming aesthetics, and natural ingredients. Think hydrating facials that promote a glow from within, body treatments with botanical ingredients, and soft-touch makeup that enhances rather than conceals. Building services that feel restorative and soothing taps into the emotional appeal of the soft girl trend, making clients feel like they’re prioritising their inner well-being.
Embrace Biohacking with High-Tech, Wellness-Oriented Treatments
Biohacking-friendly treatments like LED light therapy, microcurrent devices, and lymphatic massage are now highly sought-after in beauty clinics and spas. Beauty brands can capitalise by offering devices and tools that combine skincare with wellness, allowing clients to access the latest in tech-based beauty from the comfort of their homes or at the salon. Biohacking skincare routines with a science-backed foundation enhance the perception of effectiveness and innovation, appealing to consumers who are invested in wellness as a lifestyle.
Position Products as Part of a Wellness Ritual
Wellness-minded clients see beauty routines as sacred rituals. Brands can emphasise this aspect by designing products and services that integrate easily into a holistic self-care routine. Encourage the use of items in tandem—like a facial oil paired with a gua sha tool for a nightly ritual, or a soothing face mist with a meditation app partnership to create a moment of calm. Consider educational content that guides clients on creating beauty rituals at home, with a focus on mindfulness and self-care. By framing beauty products as tools for mental relaxation and rejuvenation, brands can deepen their connection with wellness-minded consumers.
Leverage Social Media to Educate and Inspire Wellness
With TikTok and Instagram driving the wellness conversation, brands can use these platforms to educate consumers about the wellness benefits of their products and treatments. Offer “how-to” videos, guided wellness routines, and tips on incorporating beauty into a wellness-focused lifestyle. Engage with trends like “soft girl skincare” or “biohacking beauty” through content that resonates with wellness-seeking consumers. By joining the conversation on these platforms, brands can build credibility and position themselves as leaders in the wellness-beauty space.
Integrate Natural, Therapeutic Ingredients in Product Development
Wellness-focused clients are increasingly aware of ingredients and seek products that promote health and environmental consciousness. Brands can cater to this demand by highlighting therapeutic, naturally sourced ingredients like adaptogens, botanicals, and anti-inflammatory compounds. Products that use clean, plant-based, or sustainably sourced ingredients help build trust with consumers who prioritise wellness. Consider launching products that include calming agents like chamomile, lavender, or CBD to support a calming ritual.
Create High-Value Services that Prioritize Restorative Wellness
The demand for wellness-oriented beauty services opens up opportunities for brands to create high-value, high-impact treatments that address stress, balance, and rejuvenation. Offerings like lymphatic drainage massages, hydration-boosting facials, and detox treatments speak to clients seeking balance and restoration. By positioning these services as not just beauty treatments but wellness necessities, brands can attract clients willing to invest in their self-care and health.
7. Promote Customisable Products and Experiences
Biohackers and wellness enthusiasts alike value personalisation, seeing it as key to optimising their results. Brands can capitalise on this by offering customisable skincare products, targeted treatments, or even personalised devices. Personalised skincare, such as serums tailored to individual needs or DIY mask kits that allow for ingredient selection, can be appealing to wellness-conscious consumers. The opportunity to personalise products creates a feeling of ownership and connection to the brand.
The resurgence of wellness in the beauty industry is more than a trend; it’s a reflection of our clients (and therefor, stockists!) evolving priorities. They are seeking out brands that understand their desire for holistic health, personal growth, and a sense of calm amidst a fast-paced world. By integrating wellness into products, treatments, and brand identity, beauty businesses have the potential to resonate deeply with consumers, providing more than just aesthetic benefits—delivering experiences that support the mind, body, and soul.
As we welcome wellness back to the professional beauty industry, brands that embrace these insights will not only stay relevant but will become essential in helping clients look and feel their best, inside and out.
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