Healthy Living and the future of beauty

By Deanna Utroske

- Last updated on GMT

Related tags wellness healthy living Euromonitor international megatrend

Healthy Living is one of several megatrends changing consumer goods industries around the world today. In conversation with Cosmetics Design, Kayla Villena, senior beauty analyst at Euromonitor International, explains how this megatrend emerged, how it’s currently shaping the personal care and beauty marketplace, and how brands and manufacturers can prepare for what’s next.

Wellness has been showing up in headlines and news items here on Cosmetics Design with increasing frequency over the past 2 or 3 years. Industry suppliers like Ashland​ are developing ingredients with wellness consumers in mind; wellness has been a topic of great interest at tradeshows like Luxe Pack​; indie brands like Mineralgia​ and startups like Queen V​ are bringing new wellness-forward categories into beauty; and organizations like The Global Wellness Institute​ are eager to explain and sustain the wellness market.

To get a better handle on the megatrend that is the wellness movement and why it’s become a part of beauty, Cosmetics Design caught up with Kayla Villena, senior beauty analyst at Euromonitor International, at this year’s Cosmoprof North America event in Las Vegas, Nevada.

Over the course of our interview, Villena explains where the Healthy Living / Wellness movement is coming from; why new categories like beauty-from-within, whole body beauty (which includes areas like vaginal care, period care, sexual wellness, hair loss, and more), muscle care, and even cannabis beauty fit into the personal care and cosmetics space; and what it all means for the future of beauty.

For instance, regarding cannabis and the use of cannabis-derived ingredients beyond hemp seed oil, Villena points out that “right now, the positioning of CBD, regardless of what type of cannabis it’s derived from, has been around functional wellness” ​and benefits such as “anti-inflammatory or pain relief” ​or “anti-anxiety” ​and other nuances “affecting your mood and sleep.” ​Her work at Euromonitor suggests that currently, “CBD [is seen] as a superfood or super ingredient.”

To learn more, watch the full video interview above.  



Deanna Utroske, 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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