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The Healf Source
Trends Shaping A Curated Future Of The Wellbeing Industry In 2025
Written by: Eleanor Hoath
Written on: December 17, 2024
The wellbeing landscape in 2024 continues to evolve, heavily driven by advancements in technology combined with the evolving importance of ancient practices. With a growing emphasis on mental health, and a desire for manageable, sustainable, community-oriented lifestyles. We continue to see an evolving focus on wellbeing – did the pandemic make us focus on this even more so than we thought? This year, the focus has shifted from quick fixes to long-term, integrative approaches that address the entire being. Below, we explore the key trends redefining the wellbeing industry in 2024.
Emerging Industry Trends: What Shaped 2024?
Red Light: Red light therapy became a staple in 2024, celebrated for its ability to promote skin health, reduce inflammation, and enhance recovery. From handheld devices to full-body panels, this non-invasive treatment gained mainstream acceptance for its scientific backing and convenience.
Biohacking has become mainstream: Biohacking moved from niche to norm, with the rising publicity of individuals such as Brian Johnson spearheading the narrative of practices like cold plunges, intermittent fasting, and wearables to optimise performance and longevity. Wellbeing enthusiasts embraced biohacking as a way to take control of their health using data-driven techniques.
Digital Detoxing: The push for tech-life balance grew stronger in 2024, with more individuals scheduling regular digital detoxes. Whilst wellbeing has become the focus for many holidays–makers, individuals are choosing for health focused retreats and wellness resorts over an all-inclusive get away. Similarly, those marketed tech-free experiences are deemed as essential for mental clarity and overall wellbeing.
"Wellness holidays are trending for two key reasons. Firstly, the post-COVID self-care boom has had a lasting impact, with many people now viewing wellness trips as essential, reflected in a rise in repeat bookings. Secondly, growing awareness around mental health and burnout has driven demand, as people seek to prevent and recover from stress. Workplaces are also recognising that a healthy workforce is happier and more productive, making travel the ideal opportunity to 'switch off' and recharge."
Max Ball - Product Lead at Health Travel
Probiotic and Stem Cell Skincare: Skincare entered a new era with probiotic and stem cell formulations leading the charge. Whilst cosmetic procedures are transitioning away towards ‘natural solutions’ such as peptide therapy and stem cell injections, there is a surge in revolutionised products, designed to restore the skin’s microbiome and regenerate cells being approved and loved by skin thought-leaders and hailed as breakthroughs in anti-aging and skin repair. Our 2025 prediction–this skincare approach is here to stay.
Functional Food and Drinks: Functional foods and beverages continued to dominate the market, offering targeted benefits like improved gut health, better focus, and enhanced immunity. With Tiktokers emphasising the power of habit stacking, consumers favoured nutrient-dense snacks and adaptogenic drinks as part of their daily wellbeing routines. Everyone in the Healf Office is stirring their adaptogenic mushrooms and collagen into their coffee.
Barefoot Shoes: Barefoot shoes surged in popularity as research recognised the benefits of natural foot movement. Brands like VivoBarefoot led the charge, combining minimalist design with robust research into foot health. Advocates highlighted how barefoot shoes improve posture, strengthen foot muscles, and encourage alignment throughout the body. This footwear trend aligns with a broader movement toward grounding and reconnecting with nature, fostering a sense of balance and wellbeing from the ground up.
GLP-1 Antagonists: The rise of GLP-1 antagonists, spurred by the popularity of Ozempic use in weight management. These ingredients have become part of a broader wellbeing strategy, sparking discussions around ethical use and sustainable health. Whilst brands such as Arrae challenge this narrative with innovating formulations such as MB-1 that leans into the question of whether there is such a thing as a natural alternative to these powerful medicines.
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Run Clubs: Running saw a renaissance in 2024, fueled by the social aspect of run clubs. These clubs are more than fitness groups—they are community hubs fostering relationships and encouraging a sense of belonging. With members ranging from casual joggers to serious athletes, run clubs provided an inclusive space where fitness meets camaraderie. They also tapped into the concept of "third spaces," the idea of having social environments beyond home and work which we are seeing a decline of in our modern world. These third spaces are vital for mental health, offering opportunities for connection, stress relief, and collective motivation. The question is, are they becoming a new way to date?
"The upsurge in running communities has been amazing. Not only did I see it in Sydney, but I see them all over London too. People just love the combination of exercise and social. Two things that are so important for our mental and physical wellbeing. It’s two birds with one stone if you like!" – Joey Allott, Running Coach and Co-founder of ROXFIT
Saunas and cold plunges - These thermal experiences, once considered niche or luxury, are now seen as essential tools for both physical recovery and mental wellbeing becoming more mainstream and accessible in 2024. With gyms evolving to meet the growing demand for these recovery treatments, many gyms are even repurposing traditional shower spaces to make room for state-of-the-art sauna and cold plunge facilities.
"Social Media Made Me Do It"
Social media has shaped our wellbeing habits with quick-fix trends, from fad diets to miracle supplements. While some offer short-term benefits, many are driven by marketing, not science, leading to unrealistic expectations. It's crucial to prioritise sustainable, evidence-based practices over fleeting online trends to understand if these social trends are Healf or Hype.
"Cortisol Face": The New Wellness Obsession: In 2024, the rise of “cortisol face” has dominated wellness conversations, with social media attributing stressed, puffy skin and weight fluctuations to high cortisol levels. Influencers and experts alike are linking this hormone imbalance to everything from ageing to fatigue, pushing an array of cortisol-lowering products like adaptogens and exercise styles. While stress undoubtedly impacts health, critics caution against reducing complex health issues to one hormone, urging a more nuanced approach to stress management. On the back of this, we now see brands such as IRAYE leaning into this as a skincare type.
Metabolic Health: Debunking Anti-Spike Supplements: Metabolic health is gaining traction as the cornerstone of overall wellbeing in 2024, with a growing push to understand how blood sugar regulation affects long-term health. Anti-spike supplements, promising to prevent glucose spikes after meals, have become a hot topic on social media, but experts are starting to debunk their effectiveness. Many argue that managing metabolic health goes beyond single-product solutions and requires a more balanced approach, focusing on whole foods, exercise, and overall lifestyle changes. Whilst brands such as Artah are leading the way with specialised formulations that work with the metabolic pathways of the body.
Omega-3 and Omega-6: Rethinking the Essentials: The once-untouchable dominance of omega-3 and omega-6 fatty acids is being questioned by a new wave of research that suggests their role in health may not be as pivotal as once thought. While these essential-fats have long been touted for their benefits to heart health and inflammation reduction, experts now argue that their impact on overall metabolic health may be overstated. Enter C15:0, a fatty acid found in dairy fats, which is emerging as a promising alternative. Early studies suggest that C15:0 may be a game-changer for improving metabolic health, enhancing fat metabolism, and supporting gut health, offering a new frontier in essential fatty acids that could shift the focus from omega-3 and omega-6 to more sustainable and effective alternatives.
Colostrum: The Latest Superfood: Colostrum entered the wellbeing spotlight in 2024, praised for its immune-boosting and gut-healing properties. Marketed as a powerful superfood, colostrum—particularly bovine-sourced—has made its way into supplements, skincare products, and even smoothies. At Healf, we have had the pleasure of sitting down with the founder of ARMRA, the leading Colostrum brand in the US that is breaking boundaries in the industry.
Raw Milk vs. Oat Milk: A Dairy Revival: In 2024, raw milk has found a new following among wellness enthusiasts, with advocates claiming it’s more nutrient-dense and less processed than its plant-based counterparts. In contrast, oat milk, once hailed as the dairy-free alternative, is facing a decline in popularity as concerns about its processing and impact on rising blood sugar. Raw milk’s supporters argue that its enzymes, probiotics, and higher fat content offer superior health benefits, prompting many to return to traditional dairy in a backlash against highly processed plant milks.
What about product sales?
We’re delving into the data to understand our product sales and the trends that took place.
Magnesium: has become a highly sought-after supplement in recent years, with ‘which magnesium type should I take’ being a highly searched metric. With so many types on the market, it’s important for consumers to know how to choose wisely. Despite this, the demand for magnesium remains high as people seek relief from stress and physical discomfort, cementing its place as a wellness staple.
Electrolytes: have gained significant traction through sports drinks, powders, or tablets, people are increasingly turning to electrolyte supplements to replenish lost minerals and improve endurance, especially in hot weather or after exercise. The demand has soared as individuals recognise the link between energy levels, muscle function, and overall wellbeing whilst longevity locations such as Rebase (London) and Wellness by Revolve (Birmingham) have electrolyte sachets on hand for post sauna replenishment.
Collagen: has become a buzzword in the wellbeing world, with its popularity exploding as people seek to improve skin elasticity, joint health, and even hair growth. Marketed as the ultimate beauty and anti-aging solution, collagen supplements—from powders to capsules—are in high demand.
Creatine - becoming one of the most sought-after supplements in the fitness community, prized for its ability to enhance strength, performance, and muscle recovery. Once reserved for bodybuilders and athletes, creatine’s benefits are now well understood across a broader audience.
NAD (Nicotinamide Adenine Dinucleotide): has become one of the most coveted supplements in the anti-aging and longevity industry. Recognised for its role in cellular repair, energy production, and potentially even longevity, NAD supplements are in high demand as consumers seek ways to slow down the aging process and optimise their vitality.
“We are living in a generation where people are wanting more from their personal wellbeing. Culturally it’s shifting and for good reason. You can see We’re not going out as much, the new sexy is a healthier you!"
Matthew Bayliss - Personal Trainer and Wellbeing Advisor
This article is for informational purposes only, even if and regardless of whether it features the advice of physicians and medical practitioners. This article is not, nor is it intended to be, a substitute for professional medical advice, diagnosis, or treatment and should never be relied upon for specific medical advice. The views expressed in this article are the views of the expert and do not necessarily represent the views of Healf
Eleanor Hoath is a Registered Nutritional Therapist (DipNT, mANP, mBANT) specialising in gut, skin and women’s health. She is the Editor of The Healf Source and founder of Well Nourished Nutrition Ltd.
Passionate about holistic wellbeing and balanced living, Eleanor combines evidence-based nutrition with a practical, approachable style to help people feel their best through content.
Based in London, she is dedicated to empowering individuals to nurture their health and understand the root cause of their symptoms from the inside out.
