A new class of wellness beverages is trying to change how we think about beauty (Glossy)

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Knowde Take:

Beauty from a can?  Wellness beverage companies are currently targeting consumers interested in cultivating beauty from the inside-out.  We haven’t cracked one yet, but we’re willing to give it a try (it sounds a lot easier than going to the gym).

Much in the way that fashion has gone through upheavals and paradigm shifts in the past decade — like Lululemon bringing athleisure to the masses or how the luxury market is now enamored with casual streetwear — so is beauty, increasingly blending into wellness and vice versa.

Wellness is not a vertical product category — as it stands, it can pervade almost every aspects of a person’s life. There’s workplace wellness, wellness apps, wellness festivals and wellness retreats from SoulCycle and wellness hotels from Equinox. In fact,  beauty, personal care, and anti-aging products within the wellness sector grew over 4 percent to nearly $1.1 billion in 2017, according to the Global Wellness Institute; the beauty supplements category, specifically, is expected to rise to $6.8 billion globally by 2024, up from $3.5 billion in 2016, according to Statista.