Kim Henney, Director of Retail & Brand Partnerships at KSJ Collective, a strategic retail growth partner for beauty and wellness brands, on the beauty and wellness trends we are seeing in the field.
Consumers are judging everything in beauty through the lens of wellness, from the serum on the shelf to the sauna at home, and what we are seeing in the field points to who will win next.
How is wellness changing the definition of beauty?
For years the beauty industry has centered around the promise of looking younger, enhancing our appearance, and becoming the best version of ourselves. Yet today, that conversation is undergoing a meaningful evolution. Beauty is no longer simply about what we see in the mirror, but increasingly about how we feel beneath the surface.
What we’re witnessing feels like more than just another passing trend. Once viewed as a distinct category, wellness is now woven into the approach of how consumers define beauty, embrace self-care, and prioritize their overall well-being. Consumers are increasingly recognizing the relationship between skin radiance, clean nutrition, restorative sleep, stress management, and body movement. The emphasis is shifting beyond correcting visible imperfections toward nurturing long-term health and resilience to inspire a more holistic approach to self-care. In a 2026 survey of 1,000 U.S. consumers by AlixPartners and CEW, 63 percent rank health and wellness among their top three discretionary spending priorities, ahead of beauty and personal care at 52 percent (Beauty Independent). This sentiment was echoed at CEW’s 2026 Wellness Summit where the concepts of “super-aging” and “empowering sleep” emerged as key topics.
What is driving interest in ingestible beauty and longevity?
This inside-out philosophy is also fueling interest in ingestible beauty and longevity solutions. From collagen supplementation, adaptogens, and NAD+ boosters to emerging peptide-based approaches, consumers are exploring new ways to support skin health and cellular function from within. They’re also curating their own personalized wellness stacks by thoughtfully combining supplements, targeted therapies, and daily rituals to address individual needs and goals. While the science continues to evolve, the transformation is clear: beauty is becoming less about what we apply to our skin, with an evolving interest in how we nourish and support the whole body. In the same survey, more than 40 percent of consumers say they would trust a traditional beauty brand to extend into formats like tools, patches, and supplements. Gingergeist highlighted on this very shift, with wellness turning into indulgence and fermented kombucha poured like champagne to create a daily ritual that feels like a treat. It points to where the inside-out movement is heading: nourishment that carries the same sense of pleasure as a favorite beauty ritual, and a meaningful opening for brands ready to extend beyond the jar and the tube.
Why are consumers investing in at-home wellness?
Perhaps one of the most visible expressions of this movement is the investment in at-home wellness. From infrared saunas and cold plunges to red light therapy, vibration plates, and lymphatic care tools, consumers are transforming their homes into personalized wellness sanctuaries. Once largely reserved for membership spas and studios, these experiences are finding their way into everyday routines. It’s a meaningful shift from occasionally seeking wellness to intentionally creating space for it.
At the same time, wellness is moving out of the home and into shared rooms. As pointed out in a recent piece by Lesley Holmes for THE BOARD, run clubs, supper clubs, and Mahjong groups are bringing people together, a reminder that many consumers are seeking belonging as much as optimization.
In an era defined by digital connectivity and instant gratification, these shared experiences reinforce the value of genuine, face-to-face interaction. Research continues to highlight its positive influence on our emotional and physical well-being, helping us feel more grounded, fulfilled, and less stressed. It’s a reminder that well-being isn’t cultivated through personal rituals and self-care alone, but also through the relationships we nurture and the sense of belonging they bring. After all, people need people!
What should brands and retailers do about it?
For brands and retailers, this evolution presents an opportunity to rethink how we connect with consumers, not simply through products and promises, but through a deeper understanding of their changing priorities and aspirations. The gap is wide: 89 percent of executives name direct category competitors as their greatest substitution risk and only 5 percent look beyond them, while shoppers are already choosing lasers or supplements over skincare or makeup.
Our KSJC POV
We’re moving beyond the traditional pursuit of anti-aging toward a more empowering movement of aging-well or super-aging at every level. Beauty is becoming less about a single hero product, ingredient or treatment and more about the collective choices, investment in community, and personalized rituals that support how we look, feel in our own skin, and live every day!
Source: AlixPartners and CEW, “The Extract: Beauty × Health × Wellness” (2026), survey of 1,000 U.S. consumers and 127 executives, as reported by Beauty Independent, October 5, 2026.
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