The focus is shifting from general vitamins to targeted, functional ingredients, often in convenient formats like gummies and powders.
Hormone & Menopause Support: This is a major area of growth, with products designed to address symptoms like hot flashes, vaginal dryness, and mood changes, often featuring clinically backed, hormone-free ingredients. Brands are working to destigmatize this life stage.
Functional Mushrooms & Adaptogens: Ingredients like Lion's Mane (for cognitive health), Reishi (for stress/sleep), and Ashwagandha (for stress reduction) are trending in coffees, teas, and supplements.
Gut Health: Products focusing on the gut-brain axis, including advanced prebiotics and postbiotics (in addition to probiotics), and functional foods like super greens powders and certain fermented foods.
Collagen: Still a top-seller, especially in ingestible forms (powders, gummies) for skin, hair, and joint support, blurring the lines between beauty and wellness.
Brain Health Supplements: Targeted formulas to support memory, focus, and overall cognitive clarity, an area historically overlooked in general wellness.
Smart Rings (e.g., Oura Ring): Highly trendy for tracking sleep quality, heart rate variability (HRV), and cycle tracking, turning health data into actionable scores and insights.
Infrared Sauna Blankets: For at-home wellness, used for post-workout recovery, stress reduction, and potential detoxification.
At-Home Aesthetic/Skincare Devices: Tools like LED masks and high-tech gua sha/ice rollers for reducing inflammation and boosting skin health.
Electric Flossers/Oral Care: Devices like electric flossers that combine convenience with a deeper clean.
Intimate Care: A rise in products like vaginal moisturizers, pH-balanced washes, and supplements that address common, formerly "taboo" issues like vaginal dryness and microbiome health.
Clean & Mood-Enhancing Body Care: Products with mood-enhancing scents and clean, mind-body formulas designed to make self-care rituals (like bathing or winding down) feel effortless.
Barrier Repair Skincare: A major focus on repairing and strengthening the skin barrier with ingredients like ceramides, hyaluronic acid, and niacinamide.
Acne Patches: These spot treatments remain a huge trend for targeted, discrete blemish care.
