Across all product categories, consumers demand to know more about what they are buying—from product formula to manufacturing process and supply chain. This is all the more critical in the wellness market given its potential impact on health—increasingly so for ingestible and applicable products.

Successful wellness brands aim for maximum transparency about process and effects, but must cultivate trust in the long term if they plan to advance beyond a fleeting health trend. Wellness brands attempt to convince consumers that their product will have its purported healthful effects in a variety of ways: celebrity or influencer endorsement, expert-backed research, independent testing and/or customer reviews.

At the same time that the lack of standardized regulatory practices is something to take advantage of, wellness brands must hold themselves up to high-enough standards so that when regulation inevitably appears, they are able to preserve their integrity.

This section of Wild, Wild Wellness, is accompanied by the following sections:

Visit the Wellness Report homepage to explore how wellness-oriented brands can achieve a clean bill of health by employing transparency, as well as mission-guided growth and scale to build trust with consumers and survive in the long term.

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