Wellness Trend Focuses on Beauty and Brains

When it comes to wellness, you are what you eat, what you apply to your body and, more often, these days, what you do for your brain. “Brain care” is top-of-mind with marketers launching brain-boosting supplements, and consumers seeking a cognitive boost. Nootropics, those natural and synthetic molecules proven to boost cognitive function, get searched 148,200 times a month on average, according to Spate. Moreover, Deloitte estimates neurological market sales reached $612 billion last year and could reach $721 billion by 2026.

Accelerated brain aging may lead to a cascade of health issues, including increased symptoms for those struggling with mental health disorders like depression or bipolar, decreased mental function and risk for neurodegenerative conditions, like Alzheimer’s or Parkinson’s. While the brain does age on its own, certain habits can accelerate it, like smoking, an unhealthy diet, lack of movement and excessive stress.

To boost brain resilience brands are launching daily supplements that promise to boost cognitive function, energy, mental clarity and memory, and reduce risk.

Beyond nootropics, a new category, dubbed “brain care,” is finding its way onto social media. Videos tagged #BrainHealth have more than 200 million views on TikTok.

There is a growing number of brands in the brain health space. Heights, founded by Dan Murray-Serter and Joel Freeman, introduced Smart Supplement two years ago. The supplement retails for $55 and is said to contain 20 nutrients that promise to improve mood, sleep, energy, focus, clarity and brain fog. The formula contains B vitamins, omega 3 DHA and blueberry extract, as blueberries have been proven to improve memory and attention.

A newcomer to the market is Parable. The brand debuted in January with Daily, an unflavored powder supplement with an array of ingredients, like curcumin, phosphatidylserine and several B vitamins. The formula is said to boost short- and long-term cognitive function as well as repair and build cell membranes.

Other brands and products in the brain-boosting space include:

First Person: Sunbeam ($50). The formula contains mushrooms like lion’s mane and cordyceps to enhance mental function over time and prevent brain aging.

Deon Libra: Unbothered Elixir ($54) combines an adaptogenic blend of ingredients like lion’s mane, reishi and ashwagandha into a chocolate-y chai drink powder that can provide sustainable energy and boost overall mood.

Moon Juice: Brain Dust ($38). The formula contains lion’s mane, said to support long-term coginitive function, astragalus to promote blood flow and maca to boost energy and memory.