Editor’s Spotlight

The beauty industry’s stake in worldwide wellness

By Deanna Utroske

- Last updated on GMT

The beauty industry’s stake in worldwide wellness
According to the Global Wellness Institute’s 2018 report, wellness is now a $4.2 trillion business; and the beauty, personal care, and anti-aging categories account for $1,083bn of that figure. Here, Cosmetics Design looks at brands and trends navigating this growing sector of beauty.

Wellness encompasses a wide spectrum of categories, including natural skin care, beauty-from-within products, aromatherapy, beauty tools and rituals, sleep habits, nutrition, active recovery products, sound therapy, and much more.


Newly available natural, food-grade, and biotech-derived ingredients are now fueling the wellness movement in beauty, but so are those founded in age-old traditions such as Traditional Chinese Medicine (or TCM).

5yina, a wellness and skin care brand led by acupuncturists Angela Chau and Ervina Wu, is such a brand. The clean, luxury brand is all about wellness. And their face oils, hydrolats, cleansers, masks, and balms are formulated with ingredients and wisdom that come out of TCM. Learn more about the 5yina brand and their most recent wellness product launch here on Cosmetics Design​.


Gem stones, crystals, and other sorts of vibrational materials are very relevant in the current wellness beauty movement. Infused skin care, fragrance, and beauty tools like rose quartz facial rollers exemplify this.

Mintel analyst Sharon Kwek, took note in her presentation at the recent in-cosmetics Asia event, that “it is part of the natural and organic space which is still a very big thing,”​ as Amanda Lim reported for Cosmetics Design Asia​. “Crystals and gemstones have always existed [in Asian culture]. I think it struck the West as very interesting culture-wise and belief-wise, which led them to incorporate it,” ​said Kwek.  


Beauty-from-within has been slowly emerging as a viable category for some time. But it’s clear now that the age of ingestible beauty is here; and prominent brands as well as innovative startups are investing in this wellness category.

An early mainstream brand in this space was Burt’s Bees, who launched a protein shake with skin care benefits​ at the start of 2017. And at the beginning of 2018, Avon (the privately owned part of the company operating here in the States) launched its supplements line Espira.

That company’s president of social selling Betty Palm told the press at the time of the launch, “The inspiration for Espira came directly from our representatives as they lead busy lives…as CEOs of their households and their Avon businesses. Our goal was to develop products that would support them and their customers in living healthier, more productive lives.” ​Read more about Espira in this item on Cosmetics Design​.



Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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