5 Trending Wellness Topics for Pitching Personal Care Brands


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2018 was a wild year for the wellness world, and it’s not slowing down anytime soon. From healing crystals, to CBD lotions, to yoga retreats, some of it may seem a little out there (looking at you, adaptogens) but the wellness market is nothing to sniff at: The global wellness industry grew nearly 13 percent between 2015 and 2017, and is now valued at $4.2 trillion, according to the Global Wellness Institute.

As readers demand more wellness content, media outlets are supplying it. Publishers like Well + Good and mindbodygreen focus entirely on wellness, while traditional glossies like Women’s Health and Cosmopolitan have also been pumping out more wellness stories (peep their editorial calendars for upcoming wellness-themed issues). Good Housekeeping even announced its Good Housekeeping Institute Wellness Lab, a facility that will be testing wellness innovations, products, and fitness programs.

And of course, there are wellness influencers in the game, from Gwyneth Paltrow to your micro-influencer friend posting IG stories about Bulletproof coffee and collagen supplements.

With so many opportunities popping up, it’s important to pay attention to the wellness world. As you plan out your pitching topics for the rest of 2019, here are a few wellness trends that you can leverage:

1. The homebody generation

You might have seen IG posts with quotes like “The only thing getting lit this weekend are my candles” and slogan T-shirts that say “Namast’ay in bed.” It’s all part of the newest self-care trend: The homebodies, who stay in and are proud of it. Millennials spend time at home 70 percent more than the general population and brands like Netflix and Postmates are paying attention. Skincare and bath/body products are a no-brainer for this one: Take a bath, throw on that Korean sheet mask and order Chinese because you deserve it.

2. Sleep health

In this case, if you snooze, you don’t lose (sorry I’ll see myself out now). It’s no accident that Casper mattresses and weighted blankets are getting so much hype: Sleep is becoming more of a priority, and Americans are willing to pay for products that help them. It’s the perfect opp to pitch bath salts, pillow sprays, eye masks or anything else that could contribute to a good night’s sleep.


Ever heard of Mercury retrograde? From astrology to salt lamps, mysticism made a mainstream splash over the past year. It can definitely seem a little woo-woo, but in a time that seems so chaotic, mysticism offers a way to gain a sense of control and understanding, and more consumers are experimenting with New Age concepts. If your product has a mystical slant (like MoonBox, a wellness and beauty subscription box), now’s your time to shine.

4. Sustainability

Consumers who are passionate about healing themselves are also focused on healing the planet through the products they choose. Sustainability is increasingly important in the beauty and wellness space: Wellness bloggers like Lee Tilghman and Bea Johnson have been promoting the #zerowaste movement, and eco-friendly brands like The Body Shop and Unilever’s Love, Beauty and Planet are growing in popularity. Pitch topic: Is your skincare routine sustainable?


It’s in food, beverages, beauty and even fashion: CBD is the latest rising star. Crash course: It’s the part of the cannabis plant that doesn’t have psychoactive effects, and its anti-inflammatory properties can have benefits in everything from stress relief to beauty. In 2019, CBD will become increasingly mainstream as a wellness and beauty solution, and you’ll see it everywhere from your morning latte to your local Sephora (Milk Makeup mascara, anyone?). If your client is launching any CBD products, it adds value to offer an expert source who can help a reporter educate readers about the benefits of CBD.

Alex Gnibus

Alex Gnibus

Alex is a 20-something PR professional based in San Francisco. When she's not being a workaholic, you can usually find her at the nearest In-N-Out.