The market has struggled for years in the wake of the pandemic. However, as 2025 comes to a close, we are starting to see real signs of forward momentum in the health and wellness markets. In this resource, we’ll help you make the most of the current momentum in the market.
The Beauty Surge of 2025
As supply chain drama and pandemic policy repercussions fade into the rearview mirror, one sector of the wellness landscape is already showing signs of growth again: the beauty category.
Data from Circana found the beauty sector saw significant growth for much of the past year. The consumer and retail data and analytics firm found that both prestige and mass market portions of the beauty industry grew by between 2% and 5% year-over-year in Q3 of 2025.
If your health and wellness brand has beauty-related products, here are a few ways you can capitalize on the current surge as we enter 2026.
1. Target Younger Consumers
One of the biggest takeaways of Circana’s report is that Millennials and Gen Zers are heavily involved in the action. Identifying your target demographic is always important, and in this case, younger adult consumers are leading the charge back to beauty.
What you can do: Don’t water things down with generalized wording. Tailor messaging to generation-specific concepts, phrases, and pain points.
2. Focus on Self-Care
Self-care is a central focal point for the current beauty surge. Even during the holidays, Nielsen found 54% of consumers plan to “treat themselves,” and 48% have self-care items on their shopping lists.
What you can do: Consumers are turning to beauty for personal needs. Make sure to reflect the importance of caring for yourself in your marketing content.
3. Go Beyond Glamor
While “beauty” as a category is rising, don’t assume it’s all makeup and cosmetics. Deep health elements are also factoring into the mix. Internal and preventative health, anti-aging, and longevity are all priorities.
What you can do: Again, don’t water down your message. Integrate things like glutathione supplements (cellular health), collagen (skin elasticity), hyaluronic acid (skin hydration), and biotin (hair and nails) into your beauty marketing strategy.
Building a Beauty Marketing Strategy for 2026
The beauty industry is surging as 2025 comes to a close. As we prepare for a potentially large focus on holistic beauty care in the year ahead, start laying your marketing plans now.
If you’ve struggled to make the most of surges like this in the past, you may want to bring a partner into the planning process. Our team of veteran marketers and distributors at TruLife Distribution can help you walk through the process of building a strategy that will get your product on more shelves, in more e-commerce stores, and in front of more people.
Reach out for a Free Consultation, and let’s talk next steps for your health and wellness beauty products in 2026.