The $1.8 trillion global consumer wellness market is thriving. McKinsey estimates that the U.S. wellness market is worth $480 billion, growing 5-10% per year.

Kline has noted that opulence for all ages is a key driver in the wellness space. The trend of celebrating inner happiness through physical beauty is being driven by consumers seeking a luminous appearance as a means of radiance for indulgence and luxury in self-care and beauty routines, according to the market research firm’s 2024 Beauty & Wellbeing Trend report.

Here’s a round-up of the latest on-trend products hitting the wellness space today.

Vital Proteins Expands Supplements Portfolio with Hair Care, Skin Care Products

Collagen brand Vital Proteins is taking a more targeted approach to beauty with the roll out of its new Vital Proteins Hair Complex and Vital Proteins Skin Complex products. The company said each contains a “first-of-its-kind” blend of ingredients with functional benefits specifically tailored to concerns around hair growth and skin support with an “added boost” of collagen. The unflavored powders can be added into hot or cold beverages.

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Alo Yoga Adds New Supplements for Longevity

Alo Yoga has recently launched a celebrity campaign called “Move Into Wellness” with Rosie Huntington, Jimmy Butler, and Radhi Devlukia promoting the retail and personal care collection. The company also recently rolled out some new supplements for beauty and wellness. It has been expanding its portfolio outside of clothing and accessories in recent years by breaking into the health and wellness category with supplements.

For 2024, Alo Yoga expanded its Alo Stackable Wellness System to include three new capsule formulas. Each formula can be taken alone or as part of a personal supplement routine. Superfood Multivitamin covers the daily essentials, while Chill and Energy Pop offer mood support throughout the day. The Stackable Wellness System also includes the brand’s successful first installment of ingestible gel shots.


Mirroring its existing Glow System for skin, body, and hair care, the formulas contain amla, a potent antioxidant superberry.

Alo Yoga said it will release two additional Capsule drops as a part of the ingestible stacking system later this year.

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Nutrafol Skin Offers Acne Care

The Unilever-owned hair care supplements brand Nutrafol added Nutrafol Skin, which is billed as a first-of-its-kind daily supplement for women ages 18-plus who experience mild to moderate acne.


Unlike other non-drug acne products, the brand said Nutrafol Skin goes well beyond the conventional root causes, and ingredient-based, skin-focused data. Its clinically tested formula reduces mild to moderate acne breakouts and visibly improves post-acne dark spots with a proprietary Synergen Skin Complex and standardized 100% drug-free ingredients, according to Nutrafol.

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Stripes Targets Sleep

Stripes, Naomi Watts’ menopause wellness brand, is launching a supplement for women over 35 experiencing sleep disturbances due to hormonal changes: Dream Date, a supplement clinically proven to address the insomnia, restless sleep, frequent wake-ups, and night sweats that accompany perimenopause and menopause. The time-released formula includes melatonin, magnesium, L-theanine, gamma-aminobutyric acid (GABA), and red clover.

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Apothékary Expands into Tinctures

The Honest Youth, Apothékary’s first beauty tincture launch, is formulated by the company’s in-house clinical herbalists. The tincture’s herb profile works to restore, hydrate and repair the skin’s health and appearance. Key ingredients in the tincture include acerola cherry for vitamin C; mushrooms like tremella and reishi to hydrate and relieve stress; amla and milk thistle to help minimize fine lines and improve skin elasticity; Japanese knotweed to neutralize free radicals that lead to skin aging; and beta-glucans that support skin regeneration.

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Collagen Essentials from BrainMD

BrainMD, a Los Angeles-based brain health supplements brand, recently launched Smart Collagen. It is formulated with what the company called an “unprecedented concentration” of two bioactive dipeptides — proline-hydroxyproline and hydroxyproline-glycine — at levels 30 times higher than typical collagen supplements. Clinical studies support the efficacy of the dipeptides for enhancing skin elasticity, reducing wrinkles, and promoting joint health, and offer benefits for cognitive function, according to the company.


The supplement is sold in a tasteless powder that can be added to any food or beverage, according to BrainMD, which was founded in 2009 by neuroscientist Daniel G. Amen.

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Koko & Karma Roll Out Anti-Aging Coconut Water

Collagen drinks continue to trend. Beverage brand Koko & Karma’s range is designed to deliver functionality, packed with nutrients to support an active lifestyle. Its coconut water collection covers gut health as well as hydration. A top seller in the range is the Koko & Karma Coconut Water with Marine Collagen and Acai Berry.

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Orlo Debuts Omega-3 Polar Lipid Supplement for Skin Care Benefits

ÖRLÖ is promoting its bioactive Omega-3 Polar Lipid supplement, setting a new standard in sustainability and efficacy. Crafted exclusively from sustainably cultivated algae, ÖRLÖ boasts a 100% vegan formulation, aligning with environmentally conscious values. What truly sets ÖRLÖ apart is its absorption rate, outpacing competitors by threefold, the company said.

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Blume Promotes Plant-Based Superfoods

Blume, the “better-for-you superfood” latte brand, recently expanded into Target and Whole Foods stores. The company, which features an array of gluten-free, organic, plant-based functional blends packaged in plastic-neutral pouches, offers four of its most popular, core flavors: Blue Lavender, Salted Caramel, Matcha Coconut, and Reishi Hot Cacao.

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Revive Collagen Supplement Popular With Celebrities

Renowned actress Gabrielle Union took to Instagram promoting the benefits of Revive Collagen. The Revive Collagen Liquid Supplement firms the skin and improves hair and nails; it also supports joint function, gut health, and menopausal wellbeing. Launched in August 2020, Revive Collagen is a luxury ready-to-drink collagen brand specifically developed to enhance beauty from within. Proudly British with quality at its core, Revive Collagen offers a range of supplements made with type 1 hydrolyzed marine collagen to deliver real results to the hair, skin, and nails within 6-8 weeks.

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Beauty Kitchen Expands Pure Source Collection

Natural personal care brand Beauty Kitchen launched its Pure Source Collagen Collection. It includes Pure Source Collagen Serum and Pure Source Collagen Gummies. Together, they work in synergistic partnership to renew and restore visible signs of aging skin from both the inside and outside, according to the company.


Both products are formulated with a blend of pure signal microalgae, known as SPi4 Complex, which is encapsulated in natural olive oil to improve skin’s hydration. The four microalgae actives protect and regenerate, effectively stimulating the body’s own natural collagen production and are scientifically proven to boost hydration and restore radiance, according to the company.

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Super Supplements at The Vitamin Shoppe

The Vitamin Shoppe recently added some new supplements to its vast inventory. The company’s registered dietitian and nutritionist Brittany Michels, said: “From sleep-enhancing mocktails to workout boosters; magnesium, berberine and shilajit are sparking trends that are hard to miss.”

• Magnesium, renowned for its sleep-inducing properties, combines with L-theanine to create a calming effect, perfect for unwinding with a Sleepy Girl Mocktail.
• Shilajit is recommended for its potential to enhance workouts thanks to its anti-inflammatory properties and fulvic acid content.
• Berberine aids weight management and gut health through its anti-inflammatory properties and impact on gut bacteria balance.