The wellness industry is thriving—but as it grows, it’s also facing a critical moment of transformation. In this piece, Lana Powers, founder of Powers PR, explores how brands are redefining wellness through inclusivity, authenticity, and innovation, and what it will take for the industry to truly evolve.
In 2025, the wellness industry is both booming and at an existential crossroads. With a market valued at over $4 trillion globally, wellness has become a cornerstone of modern living. From cold plunges to collagen powders, from high-tech wearables to holistic healing, the industry offers something for every consumer’s needs or wants. But behind all the curated brand Instagram grids and scroll-stopping wellness hacks that flood our algorithms, the industry has found itself at a critical moment in how consumers approach and invest in their overall health and well-being.
The pandemic wrought substantial havoc and brought change to the wellness industry, amplifying the demand for more mental health resources, immunity-boosting supplements, at-home fitness solutions, and other ways to manage overall well-being. Non-traditional wellness practices became the new norm in the everyday lives of consumers. This shift has, in turn, reshaped what we value: wellness solutions that are not only inclusive and adaptable (traveling with us and meeting us where we are), but are also evidence based and effective.
We can see now that many wellness brands are ensuring these core values are an integral part of their DNA. One example is Sage & Sound, a carefully curated wellness hub in New York City that blends mental, physical, and emotional well-being under one roof. The boom in holistic wellness clubs is similarly reflective of this shift: hubs like Remedy Place and Othership have surged in popularity. With curated selections of wellness products, clinically-proven services, and immersive workshops, these brands are redefining the wellness experience to be all-in-one, community driven havens.
Even with brands like these leading the charge, the wellness industry at large still faces obstacles. For many, true wellness remains an elite status symbol. Luxurious face masks and crystal-infused water are marketed as being essential to personal growth. But self-care and self-love doesn’t need to come in an expensive package. Wellness, at its core, should be about simplicity: movement, mind-body connection, access to nutritious food, and inner work.
With work still to be done at the core of wellness, we also see consumer demand shaping change in adjacent industries - such as the beauty space. LIVE TINTED is a great example of a brand championing inclusivity, focusing on products that prioritize skincare, sun protection and representation for people of all skin tones. The brand’s mission shows how the industry can move away from flash-in-the-pan trends and instead, address real consumer needs with authenticity, purpose, and a sense of longevity.
LIVE TINTED
Fitness brands like JetSet Pilates and Chelsea Piers Fitness similarly focus on making the movement piece of the puzzle – both empowering and accessible to a mass audience. JetSet Pilates uses state-of-the-art equipment and expertly crafted programs to make what is a traditionally boutique, expensive practice approachable and effective for all fitness levels. Chelsea Piers Fitness creates inclusive fitness spaces that foster community while offering elite-level training facilities that might normally be out of reach. And the unique methodology of popular studios like SotoMethod ensure that a digital presence and physical studio are both available, so that consumers can maximize their limited time. These brands understand that wellness isn’t just a product or a singular aesthetic; it’s a practice rooted in inclusivity, community and connection – one we commit to for a lifetime.
Like every industry, there will always be more work to be done. The wellness industry must address its issues with affordability, misinformation and exclusivity. Brands that will continue to succeed in the future are those that prioritize authenticity over trends. Consumers, particularly Gen Z and the maturing Gen Alpha, demand wellness solutions that align with their personal values – sustainability, diversity and transparency. The industry has the potential to become a true force, one that is ultimately inclusive for all consumers – as long as it continues to embrace innovation, equity and integrity. The question is: will the wellness industry as a whole rise to the challenge?
