Remember the concept of the childhood “time out?” In the complex landscape we live in today, wellness is a beacon of hope to the weary for all ages—even if you can’t get outdoors often due to the COVID-19 global health crisis.

Consumers are seeking out nutritional, topical and aromatherapy remedies to enjoy at home by way of supplements, sprays and salves to sooth the mind and the body. And, it’s no secret that beauty can come from within by way of collagen boosters, ginger facial mists and other innovative creations.

While self-care has an illustrious history, from ancient Ayurveda practice to virtual SoulCycle classes, wellness has become a term as ubiquitous as “green” in the personal care industry.

“In the world we live in today we are more stressed than ever,” noted Dr. Jonathan Leary, CEO and founder of Remedy Place, a wellness spa in West Hollywood, CA, who spoke with Happi before it closed temporarily due to COVID-19 precautions. “People are attached to electronics, not sleeping and ingesting toxins … all of these stressors add up and that is how we start having health complications.  This is where self-care comes in!”

Mental wellbeing is at the forefront of consumer concerns and will shape the future of socializing, according to Euromonitor International’s Top 10 Global Consumer Trends of 2020.

There is a rising demand for products with active ingredients and functional attributes positioned to address specific need states.

“Convenience and personal control are the core themes connecting these trends in 2020,” said Gina Westbrook, director of consumer trends at Euromonitor International. “Consumers are putting themselves first as they look for ways to simplify their lives.”

While clean beauty isn’t going anywhere, the unprecedented impact of COVID-19 will have implications on the evolution of wellness, observed Clare Henningan, senior beauty analyst at Mintel, Chicago. She said, “Prior to COVID-19, natural consumers avoided ingredients such as preservatives and artificial ingredients in their beauty products due to perceived health risks. With more concern surrounding shelf-stability and sanitation across CPG categories, consumers will be more willing to accept these ingredients as long as brands provide evidence of efficacy and safety, both from a health and environmental perspective.”

According to research from Mintel, two-fifths (40%) of consumers today are worried about how the COVID-19 pandemic will affect their lifestyle. The level of concern varies across generations and regions of the country.


Once You Pop, You Can’t Stop!

Consumers are turning to supplements for a variety of reasons, from promoting general wellness to addressing issues like acne and signs of aging, noted Devon Bergman, CEO of Social Standards, San Francisco. Consumer interest in supplements is on the rise in beauty, with social conversations up 68% during the past two years, he added.

Dr. Lamees Hamdan, CEO and founder of Shiffa skin care and DL.MD vitamins, Dubai, agreed there’s a huge uptick in wellness in general, especially therapies that are simple and help relieve stress and anxiety.

“I think there is a huge movement to back to basics,” she told Happi. “The idea of taking 15 supplements a day is over, people want customized wellness treatments tailored to their individual needs, or targeted supplements that take care of their needs in one product.”

New from DL.MD is the 13.5.1 Multivitamin, a highly absorbable liquid multivitamin with a daily dose of vitamins and minerals in just one teaspoon. 

Supplements can do anything from adding a daily buffer from stress to promoting energy, noted Moon Juice Founder Amanda Chantal Bacon, Los Angeles. She added that the wellness products can also amp up clarity of thought, sleep regulation or hormonal balance to  “dial in and correct a true deficiency and imbalance.” 

A top-selling product at her company is SuperYou, a clinical strength blend of four potent adaptogenic herbs that work together to address the effects of stress on the mind and body. By helping to normalize cortisol levels, SuperYou helps reduce stress, while enhancing energy, mood and focus.

In fact, herbs and spices are key in the ‘beauty from within’ world. Turmeric, rosemary, ginger, cinnamon, fennel and cilantro have proven anti-inflammatory and antioxidant properties that promote skin health, explained Joanna Vargas, celebrity facialist and author of  “Glow From Within.”

“A beautiful, glowing face is merely the sum of many parts, and nutrition is central to all of that,” she said.

To promote quality rest, wellness supplement brand Vital Proteins recently launched Blueberry Moon Milk Collagen Latte. According to the company, this nutrient-packed, sleeping-aid collagen powder supports mental clarity and restful sleep.  This collagen powder contains a hearty dose of bone broth collagen, organic ashwagandha root extract, magnesium and melatonin.

Another recent creation at Vital Proteins is an Energy Shot that provides a quick boost of collagen and other functional ingredients like B vitamins, electrolytes and caffeine from coffeeberry extract. It is billed as a boost of energy with purpose-driven ingredients that one can conveniently drink anytime, anywhere.

Also new (and timely!) at Vital Proteins is Vital Proteins Vitality Immune Booster, an immune-boosting product. This “all-in-one” supplement helps deliver collagen while also boosting the immune system. The stick packs combine collagen (5g), vitamin C and electrolytes with Wellmune and Immuno-LP20, which are ingredients clinically-proven to support the immune system.  Loaded with ingredients like electrolytes for hydration, vitamins C, D and B12, and zinc, it helps combat less-than-stellar feelings. Just add cold or warm water to the stick packs.

Celebrities are even getting in the wellness game. Actress, author and mother, Tia Mowry, in partnership with BioSchwartz, has created a line of women’s multivitamins, beauty supplements and prenatal care. Anser aims to be the first step in one’s wellness journey to becoming healthier versions of themselves. Crafted without GMOs, gluten and fillers, Anser presents an accessible solution to personal wellness one supplement at a time.

Products include a Beauty Formula with biotin to promote healthy hair and nails, and coconut water to refresh skin with healthy hydration. It is also formulated with Red Orange Complex, an antioxidant that protects against hyperpigmentation and UV damage while helping skin fight off signs of aging. Other products include a prenatal vitamin and multivitamin.

After healing her and her family’s own skin issues, The Beauty Chef Founder and Director Carla Oates discovered the power of the gut-skin connection when she put her family on a gut-healing protocol. The beauty company’s wellness products work together to boost collagen production, brighten and plump the skin and support gut health.

Glow is billed as an inner beauty moisturizer, a daily essential that forms the foundation of one’s routine. With more than 20 organic, bio-fermented and probiotic superfoods, the berry-flavored powder supports digestive health and contains Dunaliella salina, maqui berry and queen garnet plum as well as zinc and vitamin C for glowing skin and a happy belly.  The Beauty Chef’s Collagen Inner Beauty Boost is an organic, bio-fermented probiotic concentrate designed to strengthen  skin from within and help boost the skin’s natural production of collagen and promote a radiant, naturally plumped complexion from the inside out. 

This beauty-boosting, bio-fermented probiotic elixir is said to be scientifically formulated to help increase collagen production, support healthy skin structure and cultivate a smoother complexion from the inside out. The product contains a concentrated blend of certified organic maqui berry, açai, papaya, blueberry, goji berry and pomegranate powders with grape seed extract, zinc and vitamin C.

The potency of these skin-loving wholefood ingredients has been enhanced by The Beauty Chef’s exclusive Flora Culture fermentation process, making the nutrients more bio-available and better absorbed by your body’s cells. The brand says users can mix Glow and Collagen together in filtered water or a smoothie.

The Beauty Chef also recently rolled out a powerful skin booster, Omega Elixir containing evening primrose oil which is ideal for reducing dryness and supporting the skin at a cellular level for a smooth, calmed complexion.

“The microbiome has become a widespread recommendation in everyday wellness and care. A healthy microbiome in your gut builds a stronger immune system, trimmer body and stronger heart, and probiotic skin care is a promising option to help promote healthy skin function, leading to clear and radiant skin,” said Naomi Whittel, certified nutritional counselor, Gainesville, FL. “Nourish your mood through food. Mood modulation through food and supplements should be a daily goal for everyone. By understanding that our own happiness and wellbeing leads to our own healthfulness, we can nourish our bodies with the right nutrition. And with the right nutrition, we can nourish our mindsets and our own mental health.”

Sometimes you gotta look good to feel good too. Nutrafol, a hair supplement brand that has graced the pages of Happi in the past, has added to its portfolio with Nutrafol Women’s Balance. This product is designed for women 40 or over with ingredients to improve hair growth for women experiencing menopause. Key ingredients in Women’s Balance include USPlus Saw Palmetto, Sensoril Ashwagandha, Hydrolyzed Collagen and more.

In response to the global pandemic and to support and strengthen the bonds between professional partners and their patients and clients in a safe way, Nutrafol at press time introduced a Direct-to-Door program. Through this new program, patients and clients have the option to purchase Nutrafol product online to be shipped directly to their home via a custom microsite. In doing so, partners will still retain their existing patients and clients, so they can continue on their growth journey during these trying times.

Another novel health supplement debut this season contains apple cider vinegar (ACV). With this ingredient, the benefits are endless: ACV is said to support healthy digestion, helps improve complexion, reduce weight, detoxify the body and more. But the taste is questionable to some. Goli, the first apple cider vinegar gummy vitamins on Amazon, is available at Anthropologie, The Vitamin Shoppe, Walmart and other retailers nationwide.

According to the company, Goli vitamins are 100% organic, vegan, gluten-free, gelatin-free and non-GMO, and contain the ever-important “The Mother” of vinegar. “The Mother” is the powerful concentrate of antioxidants and prebiotics that makes apple cider vinegar that much more beneficial.

Through Goli’s partnership with Vitamin Angels, for every bottle sold the company will donate a six-month supply of essential vitamins to a child in need.

Also landing in the mass market is a probiotic that doesn’t need refrigeration as most do. Queen V DD Probiotic balances yeast and bacteria while also supporting digestive, immune and antioxidant health. It is made with turmeric and grapefruit seed and sold at retailers such as Free People, Target, Walmart and CVS.

Boston-based skin care brand Dabbly has rolled out Sunny Offense, edible daily supplements that the firm contends “fortify skin from the inside out, increase skin’s resistance and help promote softer, healthier skin” and are a complement to sunscreen as part of a holistic sun care routine.

With melon extract to stimulate antioxidant activity, Sunny Offense Gummies enhance skin’s ability to manage oxidative stress and maintain healthy skin, according to the company. The Sunny Offense Shot provides the same benefits, while using olive extract to help promote healthy skin.


Just Chill

American Eagle Outfitters Inc. is taking inspiration from its customers and their interests by introducing Mood, a genderless wellness brand. The first collection features 45 100% hemp-derived CBD products for bath and body. The genderless collection features six fragrances ranging in price from $7.95 to $19.95 and includes a muscle balm, lip salve, bath bomb, aromatherapy oil and pillow mist, amongst others. The line is created exclusively for AEO Inc. by Green Growth Brand.

Natural Hemp Company is a new collection of hemp-powered lifestyle and wellness products. Whether CBD-curious or a hemp aficionado, Natural Hemp Company said it is proud to present an assortment of self-care items that are safe, effective and always, all-natural. With a commitment to transparency, education, and integrity, Natural Hemp Company has developed mindfully grown, innovative, high-quality hemp and CBD products that are good for people and good for the planet. Grown in California with the assistance of partner farms, Natural Hemp Company’s topical products are crafted without parabens, sulfates or mineral oil.

Leading the way is an aromatherapy home fragrance. Non-GMO and vegan, each aromatherapy candle and infused with 100mg of CBD. Products are available in the invigorating scents of Uplift (grapefruit), Relief (sandalwood) and Relax (lavender).

Indie brand Vertly recently launched a Soothing Florals + CBD Face Mist. Packed with 100mg of full-spectrum CBD and combined with botanical extracts, this mist soothes and hydrates skin.

Vitamins A, D and E work to enhance the skin’s health and overall youthfulness, while calendula flowers help reduce the look of redness and prevent inflammation. It contains rose flowers that moisturize and tone the skin, while providing a relaxing, sweet fragrance. With just a single spray, skin will be moisturized and hydrated, while the sweet rose notes will transport users to a spring oasis, according to the brand.

Sunday Scaries Tub Cubs are CBD bath bombs presented in the shape of a gummy bear. These black raspberry and vanilla CBD bath bombs are formulated with 50mg of broad-spectrum CBD to help enhance the consumer’s zen.

According to the company, its CBD is sourced in the US. The bath product also contains coconut oil and essential oils of Italian lemon, lavender, orange and peppermint.

K-Beauty brand Sweet Chef is on a mission bring fresh and affordable wellness products to the masses, featuring the best antioxidant-rich ingredients with skin-enhancing vitamins cooked up by the team behind Glow Recipe. The brand revealed a new launch, Ginger Kombucha + Vitamin D Chill Mist.  This spray features a blend of cucumber, sage, seaweed and most importantly, ginger which contain antioxidant properties that eliminate bacteria and help prevent overproduction of oil and sebum in the hot summer months. Skin is left refreshed and radiant.

Also new is a Superfood + Vitamins Moisture Boost, a cream rich with ingredients like reishi mushroom, chia seeds, spirulina, ginseng, and red algae. Products are sold at Target.

Alex Azzara, Birchbox’s director of merchandising and beauty partnerships, observed that the “industry obsession” with CBD will continue given the ingredient’s suggested benefits like promoting relaxation and anti-inflammation.

Adaptogens, nontoxic plants, best known in the wellness community, are entering into the beauty landscape given their beneficial properties for skin care. “They are best known as supplements but we expect to see them cross over into topical beauty formulas, given their soothing and anti-inflammatory properties,” she said.

Birchbox recently revamped its clean category with a greatly expanded definition, a clearer badge for clean products, and a new limited-edition kit. In the absence of a standardized, industry-wide “clean” definition, Birchbox hopes to help customers make educated decisions.


What’s Next?

In 2020, brands and retailers are shifting their focus to wellness. But how do you prioritize what will make shoppers happy? WSL’s latest How America Shops research delves into the new shopper values.

As more brands and retailers expose their conscience, shoppers will, in turn, become more discriminating and expect retailers to continue to deliver on the basics. WSL suggests marketers “Provide serenity now. More shoppers are pursuing activities that elevate calm.”

Mintel found in its Global Consumer Trends 2030 report that wellness is one aspect that will shape markets worldwide during the next 10 years.

According to Gabrielle Lieberman, director of Mintel trends and social media research, Americas, “Wellbeing is no longer about simply wanting to look after oneself in broad terms, nor is it about the extremes of a total lifestyle change. Instead, a holistic approach is becoming a key motivator of consumer behavior, underpinned by convenience, transparency and value.

“Over the coming 10 years, there will be opportunities for brands to become wellbeing partners with customers,” she said. “While the mass market and ‘one-size-fits-all’ approach will still have value, we will see further adoption of bespoke solutions. Clean air and water will become selling points, while conscious movement and mindful exercise will become as important as physical fitness.”