12 Wellness Trends to Capitalize On for 2025

The global wellness market is valued at $2 trillion and, growing at about 10% per year—more than double the rate of the broader health and beauty category. 

Shoppers have come to expect more than turmeric lattes and generic workout brands from a wellness company. They want results: lower stress markers, higher sleep scores, and longer healthspans—clinically backed and personalized to their needs. 

This guide explores 12 wellness trends reshaping the industry, covering everything from health tech to self-care rituals. Armed with these insights, you’ll be able to meet consumers’ growing demands and capture premium spend online across every channel.

What are wellness trends, and why do they matter in 2025?

The concept of wellness dates back to ancient India and China. Think Ayurveda and traditional Chinese medicine are just a trend now? Guess again. Humans have been practicing wellness since 3000 BCE. 

Today’s wellness trends involve more advanced tools and products, but still reflect the same consumer desire: to be healthier physically, mentally, and spiritually. 

Younger generations are driving wellness trends in 2026. McKinsey reports nearly 30% of Gen Z and millennial consumers in the US prioritize wellness “a lot more” compared with one year ago, versus up to 23% among older generations.

For these consumers, wellness means more than just going to the gym and drinking green juice. They look for products that provide measurable outcomes, like better sleep scores, clinical-grade claims, and longevity markers. This shift in available technology is prompting brands to pair products with proof, such as testing and third-party certifications, to build trust in a trillion-dollar market. 

The $2 trillion wellness market is expanding at a 10% annual rate

The global consumer wellness market is valued at roughly $2 trillion and continues to rise. Recent McKinsey research confirms this scale, noting growth of about 10% year over year in major markets. 

By contrast, beauty’s overall market growth cooled to roughly 4.5% in 2024, according to L’Oréal’s annual report, meaning wellness is growing at more than twice the rate of broader health and beauty.

82% of consumers prioritize wellness: What this means for businesses

A 2024 McKinsey survey found 82% of US consumers now rate wellness as a “top or important” life priority. This share has crept even higher in 2025 to 84%. China and the UK also saw notable increases, with scores six and five percentage points higher, respectively, during the same time frame.

Consumers view wellness as essential, not discretionary, and prove it with their wallets. Studies show that they reward brands providing credible guidance and transparent product info, with many willing to spend more on wellness each month and to pay premiums for responsible products. 

12 wellness trends shaping the health industry in 2025

1. Preventive wellness and optimized healthspan
2. Self-care evolution: From routine to indulgence
3. Personalized wellness that mirrors consumer identity
4. The shift from “clean” to “clinical” products
5. Mental wellness and stress-management solutions
6. Functional nutrition and personalized diets
7. Digital wellness and technology detox
8. At-home fitness and recovery technology
9. Sleep optimization and recovery tools
10. Cold therapy and contrast therapy
11. Forest bathing and nature-based wellness
12. Sound therapy and wellness acoustics

1. Preventive wellness and optimized healthspan 

Preventive wellness is breaking out, with healthcare technology and related services projected to grow at 12% through 2030. Consumers' mindset is moving from living longer to living better for longer, fueling the shift. 

Research on healthy longevity shows a growing desire to add years in good health (healthspan), not just years of life, and consumers express strong intent to buy longevity-oriented products. Younger cohorts are adopting more proactive routines like epigenetic testing, cellular health supplements, and recovery tools, rather than waiting for symptoms. 

Biotechnology makes these products possible. L’Oréal’s recent longevity push and biotech partnerships with Abolis and Evonik show a move toward bio-identical, lab-engineered actives and diagnostic-driven care. This is spilling over from big companies to breakout labels like OneSkin and Mother Science. 

2. Self-care evolution: From routine to indulgence 

Multiple studies reveal one key insight—consumers are more stressed and overwhelmed than ever before. Self-care has become an antidote to support better moods, recovery, and resilience. 

A recent study from Kenvue, maker of brands like Aveeno and Neutrogena, found that 88% of global consumers believe their personal care routines positively impact their health. The majority spend less than 30 minutes daily on these routines, but consistency matters. Those who invest at least 15 minutes experience better health than those who don’t. 

This reframing of personal care is resulting in premium formats for wellness products, like richer textures and elevated scents. Challenger brands are meeting these desires. Evolvetogether, for example, frames everyday items—body washes, deodorants, even hand sanitizer sets—as everyday luxury, pairing fine fragrances with minimalist design and refill formats. 

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Products that turn mundane habits into high-touch rituals can command resilience—a phenomenon known as “the lipstick effect.” Shoppers keep spending even when budgets tighten because indulgent self-care feels like an affordable splurge.

3. Personalized wellness that mirrors consumer identity

For many, wellness is a mirror—an extension of who they are, not how they look. It’s a daily, personalized practice that attracts consumers to brands aligned with their holistic health profiles and tastes. 

Research shows the next-generation customized beauty market will increase from $43 billion in 2024 to $84 billion in 2029. In short, personalized formulations and tailored experiences now command significant wallet share. 

Brands leading with these product experiences include:

• Function of Beauty lets shoppers choose hair goals, fragrance, and even bottle color. 
• Curology prescribes dermatology-grade actives blended to an individual's skin profile.
• Nike By You extends customization into fitness gear, allowing athletes to choose their own colorways and monograms. 

As a retailer, it’s relatively easy to find out more about your customers:

• Collect first-party data. Use opt-in profiles and quizzes to connect needs (for example, vegan, fragrance-free, curl type, sleep goals) to formulas, routines, and refills.
• Merchandise by lived context. Build collections around life moments and values, so shoppers find themselves on the shelf.
• Make proof personal. Swap PDP claims, imagery, and how-to content based on customer profile, and be explicit about contraindications. Personalization should feel safe and respectful.
• Use the right technology. A commerce platform like Shopify creates unified customer profiles from your data to use for personalized shopping experiences. 

The identity-first mindset touches every part of wellness. Today, consumers can find DNA-based supplement packs or smart lighting tuned to their circadian rhythm. Get it right, and your customers will feel seen and valued, which strengthens loyalty and boosts willingness to pay. 

4. The shift from “clean” to “clinical” products

Wellness shoppers demand stronger evidence supporting product claims. A Harris Williams 2024 survey shows that professional validation and effectiveness are key factors for a wellness product’s success:

• 91% of consumers rank product efficacy as important.
• 64% look for clinical/scientific studies.

When asked about creator-founded brands, 75% of respondents said dermatologists are the most trusted authorities. The same study found that 94% of respondents expect to spend the same or more on personal care products in 2025. 

Consumers are also more ingredient-literate, regularly searching for actives like retinol, niacinamide, peptides, hyaluronic acid, and salicylic acid. They expect labels to translate percentages, pH, and study outcomes into plain language.

This has clear implications for product development: 

• Formulate to endpoints. Build around standardized, study-backed actives like retinaldehyde and peptides at effective concentrations. Adopt dermocosmetic testing norms and publish protocols on your website. 
• Prove it, then claim it. Prioritize clinical and consumer testing and third-party verification. Avoid “science-washing” with vague lab language and use clear terms on your PDPs. 
• Use expert credibility responsibly. Where compliant, incorporate input from advisory boards or accredited practitioners, and disclose relationships. Remember, terms like “medical-grade” aren’t regulated, so explain what makes your testing meaningful.

5. Mental wellness and stress-management solutions

Kava stress-relief tea was once the go-to for anyone seeking a mental break. You could light a candle, breathe deeply, turn on your essential oil diffuser, and you were ready to relax. 

Mental wellness today is far more sophisticated as we learn how the body responds to stress. As a $321 billion subset of the wellness industry, the market is rapidly evolving for real life. 

One product category on the rise is prescription digital therapeutics (PDTs). FDA-cleared apps like Daylight Rx and Rejoyn deliver cognitive behavioral therapy (CBT) modules that showed clinically meaningful symptom drops and saved health plans up to $8.7 million per million members, according to a 2025 Peterson Health Technology Institute review.

The wearables market is also incorporating evidence-based claims. Health wearable brand WHOOP didn’t even have to conduct the research themselves. When The Australian Institute of Sport funded a study that showed WHOOP as the most accurate in measuring heart rate and heart rate variability (HRV), WHOOP posted the findings on their company blog. 

As it stands, consumers don’t just want to buy calm. They want stress relief that’s measurable and repeatable so they can actively practice throughout the day—between meetings, while commuting, or at bedtime. 

6. Functional nutrition and personalized diets

There’s growing awareness of bio-individuality and a “no one-size-fits-all” approach to nutrition. Studies have shown that factors like genetics, metabolism, and gut health all play into the ideal diet. 

Shoppers who once compared organic and conventional options are now seeking foods that align with their personal needs, such as metabolic health or gut harmony. That’s why the functional foods market ($315 billion) and personalized diets ($17 billion) are merging into a broader category. 

This trend aligns closely with other developments in healthspan. Large cohort research in Nature Medicine and Harvard analyses connect midlife dietary patterns rich in plants, whole grains, nuts/legumes, and healthy fats to markedly higher odds of healthy aging.

So, what does this look like on the digital shelf?

• InsideTracker blends blood chemistries, DNA variants, and wearable metrics into a single InnerAge score, then prescribes nutrition tweaks designed to stretch healthspan rather than simply shave calories. 
• Rootine combines DNA and micronutrient blood panels to dose vitamins down to the microbead.
• Gainful lets gym-goers build protein powder around training goals and switch tastes on the fly with flavor sticks.

7. Digital wellness and technology detox

Digital wellness is moving from “unplugging for a few hours” to intentional self-care. People are setting boundaries with their devices and creating habits that improve sleep and mood. Studies show that reducing smartphone screen time for three weeks produced moderate improvements in depressive symptoms, stress, and overall well-being. 

Consumers want brands to respect their attention as a finite resource. They are questioning how much time they spend online and the value of the content they consume. Randy Ginsburg, founder of Kanso, calls it “depth over dopamine,” emphasizing healthier relationships with technology through intentional experiences, trainings, and media.

“Our tech habits seep into everything, from what we believe to how we eat. People are craving ways to reclaim their attention and reinvest time in experiences that feel meaningful,” says Randy. 

“For brands, specifically D2C brands whose businesses are geared around omnichannel marketing, this is a really important shift and will define who earns long-term trust, especially with younger consumers,” he explains. 

“Brands should also be creating IRL experiences to get people offline and building relationships in the real world. This is a unique opportunity to create amazing customer experiences where they can natively integrate the brand and mission, leaving consumers with a deep emotional connection to the brand, higher unaided recall and post-event action.”

8. At-home fitness and recovery technology

If you’ve considered renaming a space in your home “the Living Room of Longevity,” you’re not alone. The global home fitness equipment market is set to reach $20 billion by 2032, growing by 6% every year, thanks to the rise of folks choosing to exercise at home. 

Dumbbells, recovery tools, smart bikes, supervised coaching—all of these products are delivering measurable change for consumers. Brands are now shipping programs along with their products to enable ease of use and help consumers develop healthy habits. 

Peloton is the textbook case. They connected Bike+ ships with structured Power Zone programs that build on an FTP test and then adapt weekly, so the hardware arrives hand in hand with the habit-forming curriculum. 

9. Sleep optimization and recovery tools

Quality, measurable sleep is the new status symbol. New evidence indicates sleep regularity has a stronger link to mortality risk than total sleep duration. Reviews continue to tie inadequate sleep to cardiometabolic disease, putting better nightly recovery on the same tier as nutrition and exercise for long-term health.

Wellness-minded shoppers seek out high-tech mattresses, rings, and saunas that promise deeper slow-wave cycles and faster recovery. This trend is what’s fueling the $30 billion sleep tech device market, which is on track to quadruple by 2034. 

Yet many consumers still drown in vague “restorative” claims. Without hard data, it’s tough to know whether a gadget actually improves HRV or simply feels cozy. 

Biotech-integrated tools with clinical proof are cutting through the noise. Consider Oura Ring’s polysomnography-validated sleep-staging, or Eight Sleep’s temperature-autopilot mattress that boosted deep sleep 16% in a 2025 user study. 

Businesses that highlight those peer-reviewed results and bundle devices with complementary recovery products will see higher cart adds and repeat orders.

10. Cold therapy and contrast therapy 

Global wellness brands from Life Time’s 70-club rollout of ice-bath zones to Hyperice’s Game Ready cryocompression rigs are jumping on this biohacking trend popularized on TikTok and Instagram. And the data supports it. Related products, like the cold plunge tub, are estimated to reach a $426 million market size by 2030. 

Recent analyses show that cold-water immersion (CWI) reduces post-exercise muscle soreness and can speed the return of function more than passive or active recovery. A 2024 review of 57 studies also found that contrast water therapy (CWT) was best for reducing creatine kinase, a muscle damage marker, and reducing inflammation. 

With shoppable commerce integrations like the TikTok Shopping app for Shopify, viewers can watch a 30-second plunge clip, explore the product on TikTok, and check out without leaving the app.

Brands like Plunge, which hit $100 million in revenue in 2024, are leading the charge for this wellness trend by leveraging their DTC channel and expanding into retail. In a recent interview, Ryan Duey, the brand's cofounder, said, “We understand there is an exponentially higher rate that someone will purchase a Plunge if they have gotten into cold water and actually experienced it.”

“There are very few things in this world that help you feel this good. So we're about to sign a very large national deal with a retail facility that is promoting cold plunging at a super large scale.”

11. Forest bathing and nature-based wellness

If plunging into an ice-cold bath doesn’t sound all that great, there is always forest bathing. Not a quick walk in the park, but a guided experience that can involve breathwork, tea ceremonies, and even mineral bath plunges, or peaceful dips if you choose. 

This trend fits within wellness tourism, where nature-focused retreats thrive in a market nearing $1 trillion. Also known by its Japanese name shinrin-yoku, forest bathing has been linked to reduced physiological stress and lower rumination and self-criticism, a common source of stress. 

Luxury operators are packaging the science into high-margin experiences. UK estates like Wasing and Cabilla offer guided shinrin-yoku walks followed by bio-sauna sessions and foraged tea ceremonies. 

Surprisingly, some operators report borrowing up to one million pounds sterling to start this venture. While pricey, it suggests a validated market demand for these types of wellness experiences. 

12. Sound therapy and wellness acoustics

Sound is becoming the next wellness frontier. If you’re tired of AI-generated “lo-fi” beats for relaxation, then you’ll enjoy sound therapy. A small but growing market, sound therapy was valued at $2.26 billion in 2024 and is projected to double by 2034. 

The big push is coming from consumers actively choosing their acoustic profiles. Maybe they require binaural beats for productivity or white noise for sleeping. Maybe they want to clean their aura and work with a sound therapist—the sky is the limit. Recent evidence shows individualized or personally chosen music reduces anxiety and improves perioperative experience.

A brand focusing on sound therapy can use personalization tactics in their products. For example, Endel uses real-time inputs like weather, time of day, and even heart rate to generate adaptive soundscapes. A peer-reviewed study found their Focus mode delivered a sevenfold improvement in sustained concentration versus playlists or silence.

Ecommerce strategies for capitalizing on wellness trends

As wellness becomes central to consumers’ everyday lifestyle, businesses have a unique window to capture demand. 

Gen Z and millennials are redefining what healthy means, adopting longevity tech, personalized rituals, and science-backed products. Older generations are following their lead, expanding the overall market. 

To win in this environment, ecommerce businesses can focus on several initiatives: 

• Target the preventive wellness boom. Capitalize on the fastest-growing segment by bundling products, services, and digital tools that slow biological aging. Consider combining items like at-home diagnostics with subscription supplements, recovery gear, and data-driven coaching, all purchasable through a single checkout.
• Personalize experiences. Treat wellness as self-expression. Use quizzes, customer profiles, and build-to-order supply chains to deliver products that feel “made for me.” When shoppers see their goals and preferences reflected back, loyalty and lifetime value improve.
• Lead with clinical proof. Consumers want dosage data, peer-reviewed studies, and expert endorsements. Embed study snapshots on product pages, publish white paper summaries, and keep substantiation files ready to build consumer trust. 

Brands that break category boundaries, showcase scientific expertise, and deliver real value will convert today’s wellness consumers.

Building your wellness ecommerce experience

Wellness brands need speed and scale to keep up with the changing market. Shopify brings all your sales channels, from retail to B2B, into one commerce operating system built for high conversion and performance. 

Unify everything onto one platform. Centralize catalogs, inventory, and orders so teams can launch faster and operate with fewer moving parts. Boost conversions with Shop Pay, the world’s best checkout, which can increase them by up to 50% compared to guest checkout and outpace other accelerated options by 10%. 

If you want to customize your stack further, you can extend Shopify with APIs and vetted third-party apps, or go headless with Hydrogen. You can even sell cross-order by localizing language, currency, and pricing from one admin with Managed Markets.