When you feel good, you look good — and when you look good, you feel good. Such is the indelible interplay between internal and external beauty and wellness, according to “The Art of Well-Being: Discovering Beauty in Wellness,” a 2025 report by Circana.
Wellness has become a global priority with the combined beauty and wellness market growing to $200 billion, a 4 percent increase year-over-year ending June 2025. Close to 70 percent of consumers across the U.S., Canada, Europe and Australia stated that they make self-care a priority. This indicates a cultural shift toward holistic health and well-being that shows no signs of abating.
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“The shift is driven by a growing global emphasis on holistic health, as consumers increasingly prioritize self-care as a core component of their overall well-being,” said Larissa Jensen, senior vice president, global industry advisor of Circana, who stressed that internal wellness is not replacing external beauty needs, but rather evolving alongside them. “Consumers are embracing a holistic approach to health that nurtures physical, mental and emotional well-being.”
Beauty and wellness have become so interconnected, it’s almost hard to separate the two. “It’s less about the kind of routine and more about how people see beauty products as part of taking care of themselves,” said Jensen. “Whether it’s a full regimen or something simple, it’s all part of their self-care.”
Younger consumers lead this beauty-as-wellness movement, with emotional wellness a key motivator behind the beauty products they choose. Generation Z and Millennials are more likely to incorporate beauty into their wellness routines, getting an emotional uplift from activities like applying skincare, makeup, fragrance and hair styling.
“Gen Z, which over-indexes in purchases that support mental health and relaxation, seeks confidence, mental health and ‘me time’ through grooming. Beauty routines are increasingly about feeling good, not just looking good,” said Jensen.
Stress reduction and mental health issues have risen to the top of wellness goals. This is driving the sleep relaxation market, which can include anything from scented room sprays to accessories like silk pillows and masks to sleep supplements.
Beyond sleep, consumers are also investing in products and supplements that support both physical and emotional well-being — spanning skincare, sexual health and more. “All are growing, but supplements are having a moment,” said Jensen. “Performance supplements (i.e., Creatine), magnesium supplements, mood supplements (i.e. Ashwaganda) and superfood supplements that bridge nutritional gaps in consumer diets all grew over 20 percent in the last year.”
GLP-1’s ripple effect on beauty and apparel can’t be ignored either, even if users still represent a small subset of the market. The “positive vibes” of new clothes and beauty have boosted both categories, with GLP-1 users consuming fragrance, lipstick, hair styling, facial skincare and apparel at a 10 plus percent higher rate than non-GLP-1 users. This all suggests improved self-image and confidence, reflecting the emotional and aesthetic impact of wellness interventions.
To learn more, visit circana.com.
*Sources: CIRCANA SELF CARE SURVEY MARCH 2025 CIRCANA, LLC; SELF-CARE THOUGHT LEADERSHIP SURVEY COLLECTED 7/24/25-8/7/25 | PROPRIETARY AND CONFIDENTIAL.