With close ties to leading beauty and wellness brands, founders, and innovators, these marketing and PR professionals have a front-row seat to the industry’s latest shifts. Drawing from that perspective, they share the trends, products, and rituals that are truly resonating with audiences right now. Their insights offer a unique look at what’s shaping the industry—and influencing consumer culture today.
Celluma
LED Therapy for All
“Put on the red light” is now my go-to reco for almost whatever ails you, and it’s what everyone in the industry seems to be talking about. I have a Celluma panel with multiple treatment modes – I currently use it for body contouring and for facial skin texture and fine lines, and my husband uses it for back and joint pain. I’m also coveting the Shark CryoGlow mask because so many people I trust are shining a light on its virtues. -Jodi Balkan, President, BOLD PR
“I am very into the ‘slow ageing’ trend instead of anti-ageing. Prejuvenation instead of rejuvenation. Red light therapy has worked its way into my daily routine because you can actually see immediate results. I don't think this will be going away any time soon! I currently have a Solawave mask but I am eyeing the Therabody TheraFace Mask to upgrade and try the other light therapies as well.” -Lauren English, Founder & CEO, The English Edit
“I have a very over-active mind that can be extremely useful for creative thinking and business vigilance but can also be hard to switch off! During high-pressure moments, when I need a little help to de-stress, I swear by cranial-sacral therapy which can help get me out of a funk and back into a flow state. Another extremely powerful treatment to optimise brain health that I discovered on the Leaders Performance Programme at SHA (a longevity clinic in Spain and Mexico) is transcranial photobiomodulation. It’s a non-evasive low-level red light therapy that penetrates brain cells at the mitochondrial level improving cognitive function and cellular repair. It instantly relaxes an active brain and regular treatments can really support executive function by boosting memory, attention and mental clarity. Tapping or EFT (Emotional Freedom Techniques) is a really useful DIY tool to learn which involves gently tapping specific acupressure points to help regulate the nervous system and I find it handy when my inbox is flooded with overly demanding or unreasonable business requests!” -Daisy Bird, Founder, B I R D Travel PR
Daily Practices
“I have had a daily yoga practice for almost a decade so mindful movement and breathing have been an integral part of how I start my day but recently, I picked up intention setting before my yoga practice (I even got intention cards!) as well as Reiki – and both of these new rituals have been powerful in shifting my energy and bringing a sense of calm, ease and confidence while navigating agency and city life as a practice leader at M Booth and mom of two grade schoolers!” -Moon Kim, EVP/Practice Lead, M Booth
“My favorite Summer & Fall wellness practice – that I have been trying to make into a daily habit – is taking a brisk walk before the work day. I have this magic hour right between camp drop off for my three sons (or school drop off in the fall) and the start of the workday that I like to put to good use when possible. I use that time to let my mind wander, catch up with a friend, or have a little brainstorm sesh! That, along with having a lovely glass of rose in the summer looking at the ocean… that’s what I call wellness!” -Kathleen Barnea Spink, Executive Vice President, Purple
“Lately I’ve been really dialing into circadian beauty where I align my routines with my skin’s natural rhythms. In the morning, I like to start with 10 minutes of full body red light therapy, cold facial rolling, a turmeric juice shot, a long walk outdoors and hydration with electrolytes to prep my skin as my body wakes. At night, it’s all about nervous system recovery for me so I turn to peppermint tea, magnesium capsules and a magnesium spray on my legs and some gentle gua sha over a nighttime serum. These help signal my body that it’s time for rest and regeneration. I like to think my skin and system feel supported this way.” -Ina Subramanian, Consumer Product Goods Marketing Executive
“When you begin your day with the energy of self-love, every choice becomes sacred. The morning mantras in the mirror, the lemon water, the ice bath facials, the weightlifting, the nourishing meals- none of it is about perfection. It’s about honoring your body, your mind, and your spirit. At wHealthy Life, we believe that when you know you are worthy of love, every ritual becomes a ripple that infuses all areas of your life.” -Nadalina Stefanac, Co-Founder, wHealthy Life
Multi-Tasking SPF
“Today’s top SPF products are more than sun protection, they’re skincare powerhouses with ingredients like niacinamide, hyaluronic acid, and antioxidants built in for anti-aging benefits. I swear by lightweight, skin-first formulas that wear beautifully under makeup and support long-term skin health. Specifically, Vichy Capital Soleil UV+Age Daily SPF60 is a high-broad spectrum lotion that protects the skin against harmful UVA and UVB rays while preventing and correcting the appearance of dark spots and wrinkles.” -Polina Lichagina, Vice-President, Operations and Client Service, bicom
“One trend that I’ve loved to see is making SPF ‘cool.’ Every summer there are new SPF products that come out, so that’s nothing new, but what I’ve noticed now is that brands are creating desirable products centered around SPF. One example to shout out is the +Lux Unfiltered High Gloss SPF Oil. You get it because you want to have that sparkly glow on your skin, and it just so happens to also have the benefit of protecting you from the sun. SPF is having a moment in fragrance too, for example Vacation launching body mists inspired by their existing sun care products. I love seeing brands come to the table with unique products and I think we’re going to continue to see some interesting out-of-the-box innovations from beauty brands as we head into fall.” -Cris Gordon, Founder & President, CB Communications
“This summer, mineral SPF powders have become my go-to recommendation for anyone wanting real sun protection without sacrificing style. They’re chic, effortless, and perfect for reapplying over makeup—whether it’s rooftop meetings, post-pilates lunches, or a late-afternoon commute. I’m especially drawn to La Roche-Posay and EltaMD; their ranges are extensive, effective, and surprisingly elegant. These brands are quietly leading the category with formulas that feel luxe, deliver real clinical results, and seamlessly fit into real life. The smartest beauty move right now isn’t just wearing SPF, it’s reapplying it well (there a lot of trending purse options). It’s a small habit that pays off for years.” -Jackie Staub, Former VP of Retail Sales & Strategy, L’Oréal
Restful Rituals
“There’s a whole thing happening right now with very in-depth nighttime routines, this concept of getting everything done while you sleep—it’s multi-tasking without a huge amount of effort because all of the “work” happens while you sleep. Think: the “morning shed” trend on TikTok where people remove a series of beauty products they put on before going to bed, and then there’s this morning reveal. Oribe recently launched an incredible hair mask called Gold Lust Restorative Night Crème that speaks to this trend. It deeply repairs and restores hair overnight and has a soothing eucalyptus scent that relaxes, and the formula absorbs really quickly so it doesn’t transfer to your pillow.” -BPCM Beauty Team
“In the buzzy world of PR and storytelling, where you're constantly on, it’s easy to become burnt out and depleted. As I’ve grown older (and wiser), I’ve learned that one of the most powerful wellness tools we have is also the most overlooked: sleep. Sleep is essentially beauty in a bottle — but free. It’s wildly underutilized, yet it fuels clearer thinking, healthier skin, and more grounded energy. Prioritizing rest as a midlife maven has made me a better leader, a more present CEO, and a stronger advocate for my clients. Your glow and your grit both start from within and often, it begins by simply listening to your body and getting real, restorative rest.” Maurisa Turner Potts, Founder & CEO, Spotted MP
Hard-Working Helpers
“As a partner at an agency, my days are a constant sprint – from early morning workouts to back-to-back boardroom meetings and evening events. I need skincare that can keep up, keeping me both client and event-ready. My new go-to must-have is Dermalogica’s Dynamic Skin Strengthening Serum. It’s all-day support for my face – hydrating, protecting, and helping my skin bounce back no matter how chaotic the schedule. It’s my secret weapon for looking like I’ve slept eight hours… even when I haven’t.” -Rob Loschiavo, Partner, Vice President & Associate Creative Director, Pomp & Circumstance | Bonus Track
“I’m extremely selective when it comes to facials—most leave little to no lasting impact beyond a day. But the Collagenwave facial at Blue Water Spa in Southampton (the Hamptons) truly stands out. It delivers an immediate, radiant glow with a visible firming effect that actually lasts—perfect for my busy summer event schedule.” -Vanessa Gordon, Founder, East End Taste
“The Peter Thomas Roth Instant FirmX Easy Wear Temporary Eye Tightener is a game-changer. The brand just relaunched this product with a new formula that doesn't leave a white cast - and pro tip: I apply this serum to my 11s and my forehead (in addition to under my eyes and eyelids) and it has the same tightening, smoothing effect as if I just received botox. 10/10 recommend!” -Kaila O'Connor, Founder, KMO Haus
“As we transition from the sun-soaked days of summer into fall routines, MARLOWE. is here to help reset and refresh men’s skincare rituals with clean, effective, and no-fuss grooming products that deliver results without breaking the bank. MARLOWE. No. 121 Facial Cleanser is a lightweight, daily cleanser enriched with willow bark extract, green tea, and deep-sea algae to remove sweat, sunscreen, and grime without drying skin. Formulated with squalane and aloe to lock in moisture and soothe post-sun skin, MARLOWE. No. 123 Men’s Facial Moisturizer helps repair and rehydrate. Finally, MARLOWE. No. 102 Body Scrub Soap is an exfoliating soap bar with pumice and apricot seed to slough off dry skin and boost circulation—an easy upgrade to your shower ritual.” Grace Hagan, Account Manager, Scenario
Science-Backed Beauty & Wellness
“We're seeing a lot of integration with beauty and wellness, and consumers/media getting really curious about this intersection. From treatments like NAD+ to fragrances that purport to have neurocosmetic benefits, people are looking to optimize their health in every way, including with their beauty products. That said, people are really cautious of ‘wellness-washing’ and are looking to cosmetic chemists, dermatologists, and other esteemed experts for education.” -Lindsey Smolan, Founder, VLIV Communications
“Peptides are having a major moment in the wellness world and are on everyone’s lips. I’ve well and truly gone down the rabbit hole too – I did the medical tests, was given the peptides best for my needs and now I’m waiting to see and feel what the hype is about. These tiny proteins are the building blocks of so many essential processes in the body, from skin regeneration to muscle repair and hormone regulation. What excites me most is how peptides offer a more targeted, science-backed approach to boosting energy, improving recovery, and even enhancing longevity. I can’t wait to see their potential to support hormone balance, especially during peri-menopause, a time when so many women feel overlooked and under-supported. Peptides offer a more targeted, science-backed approach to easing symptoms like fatigue, brain fog, and low libido, helping us feel more like ourselves again. It feels like we’re finally unlocking smarter, more natural ways to support our bodies from the inside out.” -Natasha Hatherall-Shawe, Founder & CEO, TishTash
“As we move toward the end of summer, one standout innovation in skincare is CielementsMD® DNA Defense Daily Cream, developed by MINO Labs, a privately held specialty pharmaceutical company. This dermatologist-formulated, non-nano cream features a patented blend of CannaXR™ and Z-pod® Technology to deliver deeply penetrating, long-lasting results. Unlike traditional products that rely on superficial barriers to prevent damaging UVA rays from wreaking havoc on the skin, CielementsMD® works synergistically with sunscreen to protect from within. CielementsMD’s DNA Defense Daily Cream was recently named ‘Best Skin Care Innovation’ by the 2025 Marie Claire Skin & Hair Awards. Backed by science, CielementsMD® is supported by a groundbreaking clinical study published by Mino Labs in the Journal of the American Academy of Dermatology (JAAD)—the first-ever in-human trial showing that a CBD-based topical can reduce UVA-induced DNA damage at the cellular level. The study found that the CielementsMD® DNA Defense Daily Cream helps prevent both nuclear and mitochondrial DNA mutations associated with accelerated skin aging and skin cancer.” -Durée Ross, President, Founder & CEO, Durée & Company
Back to Basics
“My new beauty ritual is bi-weekly manicures at Townhouse, the new luxury nail salon that just opened in NYC (my habit kicked off at their West Hollywood opening!). I have years’ worth of IG saves from their London salons and their flawless cuticle and nail art work! Getting my nails done always feels like the ultimate ‘me time’ and lets me express my creativity in a beauty-first way!” -Mallory Liebhaber, Associate Vice President, SEEN Group
“Lately, I’ve been keeping my beauty routine really simple. As a founder and mom of two, there’s not a lot of extra time in the mornings, so I reach for products that are both effective and easy to use. GNTL’s Skin Wash and Skin Emulsion have become daily staples—they’re clean, female-founded, and work head to toe as a face and body cleanser and moisturizer. I’ve also been loving the new tinted eye cream from Storied Beauty. It gives just the right amount of glow and coverage to feel fresh before a Zoom call—bonus that it has a tiny bit of caffeine that I will take in any form. I’m always drawn to products created by other women founders, especially when they make life feel a little more effortless.” -Ellie McNevin, Founder & Head of PR, Birdie Agency
That Summer Glow
“As we cling on to the last few weeks of Summer, beauty is having a glow up - where hair, skin and makeup become a canvas of shine and vitality. From Moroccanoil’s High Shine Gloss for that covetable, reflective hair, to Dose by Victoria Health’s soon-to-launch Cleansing Balm that leaves skin nourished and luminous, and the CabanaGlow™ SPF50 Mineral Glow Serum Drops from Naked Sundays, an incredible hybrid of SPF, cosmetics and glow. This new era of beauty is all about healthy radiance, where beauty meets wellness and brings glowing confidence. What’s not to love?” -Kelly Marks, Co-Founder & Director, PuRe PR
“I love maintaining a glowing tan throughout the summer. As someone who is naturally very pale and burns easily, sunless tanning (especially during the summer months) is something I always look forward to, as it boosts my confidence, improves my skin texture, and if you can't tone it, you may as well tan it! My summer staple has been Peta Jane Beauty, created by Peta Murgatroyd, who fundamentally understands how to deliver a product created for sensitive skin that is enduring, dries seamlessly, and also fades very naturally, which is vital given my workout regimen.” -Emily Blair Marcus, CEO & Founder, Emily Blair Media
“As we transition out of summer, both my skin and hair are in serious need of moisture and repair. Lately, I’ve been leaning into my newly established twice-weekly ritual: Le Prunier Plumtox Clarifying Enzyme Mask for my skin and Najeau Restorative Hair Mask for my strands. Plumtox leaves my skin feeling deeply clarified and exfoliated, yet incredibly hydrated — it’s the rare mask that truly does both. Bonus: it’s also a fun plum color. And the Najeau hair mask? A complete game-changer for softness, shine, and overall hair health. I see and feel a difference after just one use.” -Maria Sass, Founder, SASS MARQUE
“I’ve been reaching for Cake Beauty’s The Finishing Touch mist nonstop this summer, it’s the perfect way to refresh on hot days. The scent is this dreamy mix of pistachio cream, salted caramel, and soft vanilla that feels warm, sweet, and a little bit indulgent. I love that I can use it on both my hair and body for a quick pick-me-up that lingers without ever feeling too heavy.” -Malak Daghi, Influencer Marketing Director, Sundae Creative
Hair Saviors
“As someone with long hair living in New York City, Dae’s Firm Hold Hairspray is my go-to summer essential. It keeps my hair perfectly in place through long, humid days of running between meetings and events - without ever feeling stiff or sticky. It strikes the perfect balance between strong hold and a touchable finish... and it smells so yummy!” -Samantha B. Levitin, Founder & CEO, Levitin Collective
“Moncho Moreno’s Bond is more than a treatment — it’s a breakthrough in leave-in conditioning, delivering salon-level repair with effortless, everyday use. Widely regarded as the best leave-in conditioner on the market, it’s perfect for post-summer hair recovery and essential while strands are still exposed to sun, salt, and chlorine. Applied after washing, it protects, strengthens, and leaves hair visibly smoother, silkier, and healthier.” -Giselle Lafaurie, Founder, The Dot C&S Lab
"France Luxe’s Grab & Go Pony Tubes are my favorite no-fuss fashion/beauty piece. They are much more sophisticated than the other products on the market; they don't crease hair, they are good with all hair textures, and they come in over 60 color ways. They are just the best – there's no other way to slice it." -Melissa Rosenfield, Founder, IFP Communications
“As we are in high summer and enjoying time in nature, one ritual that continues to be high on everyone’s mind is hair health. Exposure to the elements like sea, sun, pool and hard water can do a number on our hair. People looking for efficacious and holistic remedies rejoice, LA Based celebrity stylist and men’s groomer Kristen Shaw launched her beauty & lifestyle brand, St. Meto. Her first product Mother Clay, a nourishing pre shampoo hair treatment made from bentonite clay sourced from the American West, repairs damaged strands from over processing, heat damage and chemical exposure, detoxifies product buildup and heavy metals, stimulates hair growth and rebalances the scalp. Mother Clay is a monthly treatment for all hair types and textures and will bring hair back to its baseline increasing softness and strength.” Kerri Lee Ross, Founder, KLRPR
Sensorial Beauty
“Sensorial beauty is all about creating an immersive, tactile experience—where texture, sound, and ritual play as much of a role as efficacy. We don’t see this trend slowing down—if anything, it’s becoming an expectation. We recently refreshed a premium skincare client’s Meta ads to lean into this style and saw a 116% lift in revenue in Q2 alone. Consumers want to feel the experience through their screens before it even touches their skin.” -Aleni Mackarey, Vice President of Client Success, Base Beauty Creative Agency
From the Inside Out
“Getting back into circuit training has reminded me of the powerful connection between movement and beauty. There’s nothing like a good sweat to boost circulation, brighten your skin, and clear your mind. It’s the ultimate glow-up—inside and out. When I’m feeling indulgent post-workout, I’ll cleanse and follow with a mist of Tata Harper’s Hydrating Floral Essence. It’s instantly calming, deeply hydrating, and completely sensorial.” -Melissa C. Welch, Marketing Communications Consultant
“Consumers are paying more attention than ever to what they are putting in and, on their bodies, and the effects of those on both their physical and emotional health. As summer winds down, I think we’re going to see even more of a demand for wellness practices and products that tailor to specific demographics, as well as niche conditions such as perimenopause or menopause, anti-inflammatory conditions, etc., as people tend to use the fall as a reset to get back on track.” -Rachel Vodofsky, Co-Founder, LRJ PR & Communications
