According to Circana, well-being-focused consumers have a buying power exceeding $1.1 trillion in the U.S., highlighting the significant market potential for companies that offer wellness products.

Circana defines wellness as products or services that empower self-care by enhancing consumers’ physical, mental, and emotional well-being.

Rather than a standalone entity, wellness has become a central theme that inspires all facets of consumer behavior and touches on many industries. 

Larissa Jensen, SVP, global beauty industry advisor at Circana, and Beauty Packaging contributor, said, 

“The evolution of wellness has provided a boost to the beauty industry, which has products that provide both the tangible benefits that affect our bodies such as skincare and suncare, but also the more ethereal intangible benefits that affect our mood like fragrance, makeup, and hair styling.”

In the pursuit of emotional well-being, Circana found that 77% of Americans prioritize their mental health including stress, sleep, mood, and motivation. 

When analyzing the percentage of women incorporating beauty into their wellness routine, 46% dedicate time to skincare, over 30% apply makeup or style their hair more often to make themselves feel good, and more than one-quarter wear fragrance to lift their mood.

The physical side of wellness, including deodorant, oral care, weight control, digestion, pain management, and vitamins and supplements are tied to energy all grew in 2024, versus the prior year. 

Seeking community and social engagement is the third element of well-being and it manifests in various forms. Circana survey data shows that keeping mentally fit is a leading reason for sports participation and the number one reason among women. 

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