Health and wellness trends are constantly evolving as people prioritize balance and self-care in their lives, so marcomms pros in this field must remain aware to effectively connect consumers with brands. We asked experts in wellness PR to share the current trends shaping the industry, and insights on which brands are leading the way.
Photo: The Qi
Trend: Cutting Back on Caffeine
“New blooming teas are becoming the new fall morning ritual as people look to drink less caffeine. Blooming teas are a combination of green tea (clean energy with no jitters) and herbal flowers, which offers the most beautiful sensory ritual in the morning as we go into the colder seasons.” -Lisa Li, Founder, The Qi
Trend: More Magnesium
“Most of us are familiar with the sleep benefits of magnesium, but we’re seeing chatter around its many other use cases, including muscle recovery, mitochondria function, lowering blood pressure, reducing migraines, reducing cramps, improving muscle recovery, and more. Magna, a new sports wellness brand, has created a delicious hydration formula that makes it easier than ever to reap these benefits, combining the three most potent forms of Magnesium with electrolytes to unlock greater focus, energy and recovery.” -Lisa Frank, CEO, Derris
Trend: The New Natural
“In a refreshing departure from traditional quick fixes like Botox and fillers, celebrities and individuals alike are increasingly prioritizing safer, more natural approaches to enhance the way they look. Focus on stimulating facial muscles to improve tone and contour using non-invasive technologies and innovative biohacking techniques is gaining traction. These techniques that work the muscles of the face not only help to look and feel better, they have proved to reduce the appearance of wrinkles, fine lines and premature aging. As a go-to secret for red carpet appearances, these techniques help achieve a fresh, plump, and naturally glowing complexion, proving that looking your best does not have to come at the cost of your health. This trend is equally popular among male celebrities, highlighting the importance of face fitness for everyone.” -Amar Khubchandani, Co-Founder, Face Flex
Trend: Holistic Health and Personalized Care
“With ongoing buzz around longevity, people are beginning to understand the deeply important connection between our everyday wellness routines and overall healthcare. And with that comes an increasing demand for personalized care that helps people understand everything from tracking your sleep and steps on wearables, to exploring the benefits of red light therapy, and having access and insights into bloodwork biomarkers that track things like inflammation and vitamin deficiencies. We’re seeing a surge in businesses and holistic health centers launching that are making wellness therapies and preventative care more accessible and all under one roof, like Love.Life which opened its doors in LA earlier this summer. We anticipate that we’ll continue to see this market significantly grow over the next couple of years.” -Kirsten Anderson, Vice President, Krupa Consulting
Photo: Love.Life
Trend: Protecting Hearing Health
“One wellness trend that’s gaining traction is the importance of protecting our hearing health, especially among musicians and audiophiles. With daily exposure to high sound levels, it’s crucial to incorporate hearing wellness into our overall health routines. Jrumz earphones are designed to provide high-fidelity audio at safer listening levels, allowing users to enjoy clear sound without compromising their hearing health.” -Dr. Lana Joseph (Dr. J), Founder, Jrumz Ear Wear
Trend: Wellness Tech
"Wellness focused technology is a powerful tool and a current trend in the spa industry. Integrating technology into wellness spaces is proving to amplify results of the spa experience as a whole by enhancing efficacy of treatments and providing more immersive wellness during a spa day. Innovative technology introduces visual, sound, light, fragrance, and vibration in any spa environment and enables services and amenities to function as multilayered guest experiences." -Daniel Spencer, Director of Spa, Sunstone Spa, The Spa at Séc-he
Trend: Community-Driven Workouts
"Statistics reflect that consumers crave meaningful connection and this is still a leading topic in the wellness conversation. Fitness innovators are combining socializing with working out as a means to expand their network and socialize in alternative settings outside of bars and restaurants. The Athletic Clubs, a Manhattan-based fitness movement, has led this trend by developing the Squad training method, a program that provides the benefits of a social club and personal training in one. Its founder, Aussie native Dane McCarthy, started the movement during the pandemic as a way to provide meaningful connection in a wellness routine that surpassed the traditional group fitness culture. Drawing inspiration from Bondi Beach's community-driven workouts, it's taken NYC by storm and now has 5 locations across the city and a rapidly growing community of 1K+ members who stay connected between workouts via WhatsApp, weekly runs, coffees and even an annual gala that has raised over $150K for local charities. It's the future of group fitness due to its holistic approach!" -Rachel Boyd, Founder, Savoy Communications
Photo: The Athletic Clubs
Trend: Spinal Energetics
“Spinal Energetics is an amazing healing modality that helps release stored trauma, limiting beliefs, fears, doubts, and anything else your body and energetic field are ready to release. Different from healing modalities such as reiki, Spinal Energetics works within your own energetic field to soothe the nervous system through the energy of the spine. The result tends to move through the body in the form of stretching, yoga poses, and whatever movement the body needs in order to help it unwind the stored, bound tension.” -Tiffany Marie, Spinal Energetics Practitioner, Reiki Master Teacher, and owner of Spirit and Soul
Trend: Recovery Footwear
“One wellness trend we’re seeing is recovery footwear. Wear Message focuses on creating slip-on footwear designed to support active recovery and enhance post-activity comfort. The Shaw Slide is crafted to feel like a hug for your feet, featuring a compression knit hugflex™ upper and a recycled wine cork footbed. It’s perfect for those looking to balance post-workout recovery with everyday wear, offering lightweight, water-safe, and blister-free comfort. Think of it as the perfect blend of barefoot freedom and orthopedic support — ideal for moving seamlessly from studio to street.” -Meghan Higney, Founder, Wear Message
Trend: Strengthening your Self-Connection
“‘Prioritizing Yourself’ healing your self-connection and no longer outsourcing for answers. An attainable tool that instantly helps you drop in, is her Re/Connections Deck. This is an affirmation / inner knowing "messaging deck" that intends to serve as a practice to instantly feel more connected to yourself. We're used to seeing oracle card decks or tarot cards when we actually have all of the power inside ourselves to receive messages we need to hear at any given moment. This practice helps you communicate with yourself, feeling more centered and connected, while also becoming more emotionally and spiritually present. Pulling a card from the deck allows you to begin your day, end your day, or midway through your day, feel more dropped in and connected to your guiding intuition.” -Jacq Gould, Relationship Expert and Self-Connection Specialist
Trend: Mini Retirement Moments
“A trend that I was thinking about to myself the last few years that is now gaining some steam is around how younger generations may be doing ‘mini-retirement’ leaves vs. retiring right at 55-65. With the constant negative news cycle, not having the finances like our parents and grandparents did (i.e. the struggles of buying a house as a millennial/Gen Z), long-lasting mental effects from the lockdown and with 24/7 access to work due to the digital age and hustle culture, burnout is only increasing. And to ease that, more people are taking mini-sabbaticals throughout their careers. These breaks allow for mini rests and recharges to get back to producing your best work rather than begrudgingly sitting at a desk day in and day out when, although you're physically at work, you may not mentally be there.” -Brittany Sykes, Founder & CEO of Brittany Sykes PR
Trend: At-Home Testing
“The rise in at-home testing and health solutions has grown tremendously, and it’s no surprise why. With more barriers to traditional healthcare, people are turning to simple, affordable, and convenient ways to take control of their health from home. According to a recent WHO report, this shift isn’t just about convenience—it's also about gender equity, giving more people, especially women, the power to manage their health on their terms. Our clients, brands like Winx Health are making this easier than ever with at-home tests for UTIs, yeast infections, and BV, complete with same-day prescription options. Bird&Be is helping couples with spermand ovarian reserve tests from home to optimize fertility journey, while Dandi offers at-home IVF guidance. This boom in at-home health solutions is all about putting people in the driver's seat when it comes to their well-being, with fast, accurate, and private options. These brands are part of a broader movement empowering people to take their health into their own hands.” -Hannah Cranston, Founder, Hannah Cranston Media
Trend: Weight Training is on the Rise
"Weight training has emerged as a prominent form of exercise associated with anti-aging benefits, and several aspects contribute to its effectiveness in promoting a youthful physique and enhancing overall health. Weight training functions as an anti-aging exercise in many forms and can help with muscle mass preservation, can improve bone density, boost the metabolism, enhance mental health, reduce stress and improve posture and mobility. Integrating weight training into a regular exercise routine offers myriad benefits that can combat the physiological and psychological effects of aging. It promotes not only physical health but also enhances overall quality of life, making it a powerful tool in the pursuit of healthy aging. For best results, weight training should be combined with other forms of exercise, such as aerobic activities and flexibility training, as part of a balanced fitness regimen." -Sarah Lindsay, Founder, ROAR Fitness
Trend: Gardening Goes a Long Way
“Among the myriad of benefits gardening has on our overall wellbeing, science shows how engaging with nature through gardening has a positive impact on our nutritional health. Gardenuity merges gardening and wellness to make the farm-to-table lifestyle accessible to customers nationwide with their collection of garden kits like this Microgreens Garden ($62). The desktop garden offers nutrient-dense, fast growing greens that can easily be harvested at home in every season. By encouraging people to grow their own greens, Gardenuity promotes both health and wellness in one compact, nature-driven solution.” -Rachel Van Dolsen, Managing Director, Band of Insiders
