The Vogue Business Beauty Tracker, produced in collaboration with Spate, tracks the top five brands, trends and ingredients that are driving the most significant positive change in year-on-year growth that have also demonstrated consistent upward growth historically. Each week, we’ll spotlight a different beauty category and the top five beauty hashtags on TikTok.
Wellness (August 2024 to July 2025)
In the burgeoning wellness space, there is a growing emphasis on emotional balance, stress management and functional optimisation. The rise of the dopamine menu reflects a shift towards intentional mood regulation through everyday activities, as consumers seek structured ways to boost pleasure, motivation and mental resilience — often combining movement, creativity, nutrition and human connection. Supplements like ashwagandha gummies, moringa and cortisol-reduction aids point to sustained interest in adaptogenic and natural stress-relief tools, supporting the need for calm, focus and hormonal harmony in high-stress environments. Meanwhile, nitric oxide gummies speak to a performance-oriented mindset, where consumers are exploring biohacking-inspired methods to enhance energy, circulation and cognitive clarity as part of a holistic approach to well-being.