The Immunity of Wellness Brands

MoonJuice health supplement

While both fashion and beauty brands take big hits from the COVID19 pandemic, wellness brands seem to be immune from the outbreak. In 2018, the global wellness economy’s worth rose by 12.8% from 2017. Wellness was worth $4.2 trillion and was predicted to play a big role in the growth of the beauty industry. Now two years later, wellness – beauty hybrid brands like Goop, Moon Juice, and The Nue Co. show no signs of slowing down – even if the rest of the fashion and beauty industries are.

Reports say that in a time of social distancing, community quarantine, and a pandemic, consumers are more concerned about health and immunity than anything else. People want to purchase products that will not only make them look healthier but look better. The demand for wellness supplements, powders, and healthy recipes from beauty-focused wellness brands is at an all-time high, and these brands are selling the right products at the right time. Currently, consumers are looking towards these niche wellness brands to bring positivity into their lives.

There is a certain transparent glamour appeal to the beauty-focused wellness brands – that is why they are doing well. They market to the health, complexion obsessed by sharing ingredients that go into their products as well as articles about staying and looking healthy. Their products differ from other vitamin brands that look generic, they can sit on counters and look pretty. Beauty-focused wellness brands set themselves apart through packaging, science, and ingredients, and most importantly showing that they care about their consumers. Buyers for wellness brands are capitalizing on the circumstances. They have been responsible for making sure that their direct-to-consumer approaches are efficient, and that their immunity products are especially always available. Some have even increased supply for products that have experienced a spike in sales. This could mean even more potential earnings for the wellness brands as bigger orders could lower total costs. The Nue Co. for example has already begun talks with their manufacturers to lower costs for in-demand supplements.

Beauty-focused wellness brands are predicted to not only survive but to thrive throughout the pandemic. They will continue to take the wellness trend as an opportunity to increase sales for products that will make consumers feel like they stand a chance against COVID19. Right now, the challenge for buyers is to keep their supply chains in line and market their products correctly – at the right place and the right price too. If these brands wish to grow exponentially, they must make sure that they are encouraging wellness lifestyles and not incorrectly marketing products that will make people immune to the virus.