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Bustle's 2026 Beauty Icon Awards: Wellness Heroes

Bustle’s 2026 Beauty Icon Awards: Wellness Heroes

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Beauty has never really been just about the products you swipe on. The creators shaping the conversation today — the ones shifting beyond perfection — understand that what resonates is what lies beneath the filters. People want the stories, the struggles, the hacks that actually work, and the ones that don’t.

That’s where “wellness” comes in — a word that’s come to mean everything and nothing at once. It encompasses everything self-care related, from morning juices to meditation guides, workout routines, and luxury skin care, yet no one knows exactly how to define it. But for Bustle’s Beauty Icons, wellness is about the choices that help them show up for themselves and others, whether that’s doing glam after a Peloton workout, hosting a book club podcast, or building community around chronic illnesses.

Icons are creators who have been there, done that. But their experiences aren’t just fodder for content — these nine women are actively shifting the culture, creating spaces where their followers can laugh, learn, and feel seen. They turn vulnerability into empowerment, honesty into empathy, and everyday routines into inspiration, proving that wellness isn’t just a beauty trend. It’s an appreciation of all the little things that add up.

Ahead, meet the wellness heroes of Bustle’s Beauty Icon Awards who are redefining what it really means to be beautiful — inside and out.

The Tampon Tax Warrior: Nadya Okamoto

Courtesy of Nadya Okamoto

Follow: @nadyaokamoto

Followers: 4.4 million

In 18 states, period products are still taxed as luxury items instead of essential goods that “literally make human life possible,” according to Nadya Okamoto. Her company, August, is working to eliminate that financial burden once and for all. Founded in 2021, the gender-inclusive period care brand offers a reimbursement program on any purchase — even now that its organic cotton products are stocked at Target, Whole Foods, and Gopuff. All you have to do is enter your phone number, upload a photo of your receipt, and wait up to 48 hours to receive the refund via Venmo or PayPal. On TikTok, Okamoto shares day-in-the-life videos behind running the brand, from donating surplus items at a food bank to changing her own tampons and pads— content that’s even been controversially taken down for showing real blood on screen. But as a period-equity advocate, Okamoto proves that beauty is political, and a wellness mindset can enact real cultural change.

The Facial Fitness Guru: Olivia Szmidt

Courtesy of Olivia Szmidt

Follow: @oliviaszmidt

Followers: 304,000

Austria-based facial massage expert Olivia Szmidt is bringing her cult-favorite brand, Get Face Fit, stateside this month, introducing U.S. audiences to her non-invasive approach to skin sculpting, longevity, and stress release. Previously the facialist-in-residence at Dauphin Paris, Szmidt now offers her expertise through weeks-long online courses like “7 Day Face Lift” and “Reverse Aging,” building a global community that swears by the transformative power of her facial exercises. Szmidt recently released an ox-horn gua sha for scalp stimulation alongside a massaging balm that makes at-home sculpting more acceptable — reflecting her belief that “there’s no technology that can replace the power of hands.” In a wellness landscape obsessed with devices and quick fixes, Szmidt is redefining modern anti-aging as something slower, smarter, and deeply intertwined with self-care.

The Literary It Girl: Olivia Ponton

Courtesy of Olivia Ponton

Follow: @iamoliviaponton

Followers: 7.5 million

Hot girls read, and if you need proof, look no further than Olivia Ponton’s new podcast Booked & Busy. On it, the Sports Illustrated Swim breakout star and Victoria’s Secret angel shares her favorite reads with book club-style discussions between authors and friends — providing the perfect soundtrack for any evening wind-down. On TikTok, she shares things like her “winter arc,” a self-care challenge designed to beat seasonal blues. One of her favorite rules? Doing a lip stain a day, something quick and easy that still makes her feel put together. Because for Ponton, confidence — like a good book club — comes from showing up for yourself.

The Burnout Buster: Katriona Li

Courtesy of Katriona Li

Follow: @mindfulnesswithkat

Followers: 90,100

Katriona Li is on a mission to help young professionals reset, recharge, and fight workday fatigue — all with a few “Chinese Aunty” exercises. On her TikTok, she shares yin yoga poses designed to release joint tension and restore mental clarity — grounded in “ancient Chinese wisdom for modern burnout,” as she puts it in her bio. Li’s approach is refreshingly simple: Slowing down doesn’t have to be complicated, and wellness exercises don’t require a full studio or expensive equipment. From desk-friendly stretches to longer evening programs that help you decompress from mind to body, she demonstrates how consistent, accessible practices can breathe new life into your day. With her, slowing down feels playful, interactive, and achievable.

The Body Neutrality Advocate: Samyra Miller

Courtesy of Samyra

Follow: @samyra

Followers: 2.3 million

Samyra Miller knows exactly who she is — and she’s unapologetic about taking up space. Her TikTok videos always start with the same pointed question: “Excuse me, where are your plus sizes?” signaling to her millions of followers that she’s about to put another so-called “inclusive” brand to the test. Miller uses her platform to champion body neutrality, an alternative framework to body positivity that acknowledges systemic weight-based biases and demands real inclusivity for (literally) everybody. She once went viral for calling out an airline after they denied her entry to a flight due to inadequate size accommodations — a moment that crystallized her larger mission. Through humor and unflinching honesty, Miller highlights the absurdity of everyday fatphobia while empowering her audience to demand accountability and move through the world without shrinking themselves.

The Fertility Educator: Adriana Wong

Courtesy of Adriana Wong

Follow: @adrianawongmd

Followers: 25,300

Dr. Adriana Wong, M.D., is the OB-GYN everyone wishes they had on speed dial. On TikTok and Instagram, she tackles the questions you’re too embarrassed to ask — from spotting endometriosis symptoms to navigating IVF — with clarity, empathy, and no judgment. As the self-proclaimed “BFF fertility doc,” nothing is off-limits, and her advice comes straight from an actual medical professional, which feels especially grounding in today’s algorithm-driven wellness space. Postpartum herself, Wong also shares candid tips on how she’s “reclaiming” her identity as a new mom, whether it’s a weekly blowout, strength training, or doing her makeup every day. Her message is clear: wellness includes medical truth, self-expression, and showing up for yourself in ways that feel sustainable.

The Peloton Princess: Katie Wang

Courtesy of Katie Wang

Follow: @katiewongspelledwang

Followers: 128,600

If you’re a Peloton stan, you already know Katie Wang — the resident strength-training instructor whose classes leave even the most dedicated exercisers with sore muscles. But off the bike, she’s proving that fitness girls get glammed, too. On TikTok, Wang has become a product review queen, sharing makeup picks with the same upbeat energy she brings to every workout. Her content goes to show that strength, self-care, and style aren’t mutually exclusive. Wang encourages her followers to push themselves physically while still making space for fun, expressive beauty routines — because for her, sweating and glowing go hand in hand.

The Skin Detox Diarist: Jada Jones

Courtesy of Jada Jones

Follow: @_jadajonesss_

Followers: 255,400

OG followers will remember Jada Jones at the height of her topical steroid withdrawal in 2024, as she documented the painful, raw reality of chronic eczema after stopping her prescribed creams. Her skin was cracked, inflamed, and tender — and she never hid it. Determined to find a solution, she traveled the world, exploring holistic remedies that could give her some relief. Today, she’s back with glowing, radiant skin, crediting part of her recovery to salt water therapy. Now, Jones uses her platform to help others navigating chronic skin conditions, even hosting a biweekly support group via Instagram. Her page is an empowering reminder that healing isn’t linear, and wellness starts with finding community.

The Beauty Big Sis: Tatyana Lafata

Courtesy of Tatyana Lafata

Follow: @tatlafata

Followers: 1.2 million

Tatyana Lafata shares her beauty secrets as freely as her life updates — from heatless rollers and brow-dye hacks to her favorite scent pairings. Since she got diagnosed with PCOS in 2024, it was only natural that she would share that with her followers, too. After a year of experimenting, she revealed the lifestyle changes that helped her: eating an unprocessed diet, lowering cortisol by skipping coffee on an empty stomach, and swapping intense weight training for low-impact workouts like Pilates. Lafata’s platform has become a judgment-free space for PCOS education and her characteristic “big sis” advice, all without product pushing. It’s effortless glam with substance — proof that managing your hormones and feeling good in your skin can coexist.

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Self-care beyond beauty – The Daily Texan

Self-care beyond beauty – The Daily Texan

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For women, self-care is often synonymous with physical upkeep. Skincare products, hair treatments, nail enhancements, hair removal, workouts and makeup are some of the many ways self-care is marketed to women. On social media platforms like TikTok, searching “#SelfCare” yields countless videos of influencers promoting products, routines and services that presumably helps users better themselves. Yet, this notion of improvement rarely extends beyond the physical.

This focus on the trappings of beauty — skin, hair, body and cosmetics — neglects true self-improvement in favor of adhering to external beauty standards. In online content targeted towards women, there’s relatively little mention of caring for yourself emotionally or mentally. Instead, women are bombarded with the idea that physical attractiveness can, and should, be enough to fulfill them.

Mehdi Haghshenas, associate professor of sociology, argues that beauty rituals often act as a form of social conditioning that works to reinforce norms of femininity.

“When women conform to beauty norms, they are often rewarded with approval, professionalism or social ease,” Haghshenas said. “When they don’t, they may be judged as lazy, unkempt, unfit (or) unfeminine. … Therefore, consequences are very subtle but extremely powerful. Beauty rituals shift from optional practices into baseline requirements for social legitimacy.”

Corporate communications junior Michelle Veneros has noticed self-care often goes hand-in-hand with beauty, especially in terms of what’s marketed to women her age.

“(Self-care is) mainly promoted as beauty-centric,” Veneros said. “I think it works for some people. If they look good on the outside, they’ll feel good on the inside. But I think it’s also really important to not neglect other parts of your personality, or who you are besides what you look like.”

For men, self-care doesn’t have nearly the same connotation. While those of all genders face pressure towards physical optimization, the pursuit of beauty through extensive products and services typically isn’t expected of men.

“For men, it might not be so appearance-focused, (like for younger women),” Veneros said. “It might be developing a healthier diet, working out or finding different hobbies. ”

External beauty standards can be exhausting—and expensive. According to the Global Wellness Institute, the global wellness economy was worth $6.8 trillion in 2024. The highest-valued wellness sector, surpassing healthy eating and physical activity, was personal care and beauty at $1,350 billion. 

It’s clear that promoting beauty as a form of self-care is profitable. However, the normalization of this attitude leaves women with a skewed sense of what self-care truly means. Rather than focusing on the mental, emotional and spiritual aspects of themselves, caring for their attractiveness is prioritized above all else.

“Grooming, makeup, hair removal (and) clothing become routines, not because they are necessary, but because they are expected,” Haghshenas said. “Over time, these expectations feel completely natural, and it becomes highly personal.”

Ultimately, women should care for themselves beyond these superficial expectations of beauty. While physical attractiveness may be desirable, pursuing it exclusively neglects true self-improvement. Finding new hobbies, pursuing therapy, practicing meditation, connecting with your community and educating yourself are just as important as your body.

In a world that often reduces women to their physical appearance, it’s crucial that their self-care doesn’t stop there.

Tuscano is a government sophomore from Round Rock, Texas.

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Starting Small, Growing Naturally: Beauty Factory Proven Excellence

Starting Small, Growing Naturally: Beauty Factory Proven Excellence

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While entrepreneurship sparks the dreams of many, a few remarkable stories stand out, showcasing how grit and ingenuity can overcome a lack of resources. Beauty Factory is more than just a skincare brand; it symbolizes resilience and innovation. With only five Omani riyals, her founder started an inspiring journey that expanded into a vibrant line of natural and organic beauty products.

“With just five riyals, I created my first product—a hydrating night cream that gives skin a soft glow. This was the start of a journey filled with challenges and growth. Through continuous research and experimentation, I expanded into a range of natural and organic skincare products for different skin types. The biggest hurdles were sourcing quality ingredients and promoting the brand on a limited budget, but driven by passion and creativity, I overcame these obstacles and built a loyal, supportive customer base,” Muna bint Ahmed Al Balushi said, Chief Executive Officer of The Beauty Factory.

She is a passionate supporter of natural and organic care and believes that true beauty starts from within. Her journey began in 2012, when she started making skincare products at home for family and friends. By 2014, she opened her first store. A modest start that quickly expanded into three locations and a beauty salon.

Beauty Factory crafts natural and organic solutions that address skin concerns without relying on chemicals. Many people mistakenly believe that natural and organic mean the same thing, but she is passionate about educating her customers by clarifying that not all natural products qualify as organic.

Muna explains what each product signifies: “Organic and non-organic products share many ingredients and effects. The main difference is purity, as organic products are made from ingredients grown and processed under strict standards, free from chemicals. Products from organic methods protect the environment and skin by avoiding chemical impurities like pesticides, which can be found in non-organic products. The key distinction lies in their cultivation and processing methods, impacting environmental and skin health. However, natural products contain natural ingredients, but this does not necessarily mean that they were grown or prepared according to organic standards. They may also be processed with artificial ingredients or preservatives.”

The newest product in the Beauty Factory lineup is a customized soap for children crafted with breast milk. Muna was inspired by her desire to provide a natural, safe product for children’s sensitive skin. After noticing a lack of suitable products that combine effectiveness with trusted natural ingredients, she considered harnessing the properties of breast milk, which is rich in nutrients and antibacterial components, to offer a unique and beneficial experience. “Being one of the few in Oman who produce this type of soap made me feel a strong sense of responsibility to deliver an innovative product that reflects high quality and special care for children.” She said.

Beauty Factory products integrate beauty and therapy. The therapeutic aspect targets specific skin issues, while the cosmetic part improves overall skin appearance and health. Organic ingredients such as aloe vera, lavender oil, and coconut oil work to soothe inflammation, hydrate the skin, and reinforce its natural barrier against environmental stressors. They also help care for sensitive skin, reduce dark spots, and address early signs of aging.

“The products suit all categories, from those with sensitive skin to children and men, helping to raise awareness about the importance of choosing safe ingredients and avoiding harmful substances. With growing interest in natural self-care, society has become more conscious of healthy lifestyles and balanced beauty. In the Gulf region, there is a strong focus on natural ingredients specially designed to protect the skin from hot and humid climates, providing effective and healthy care that meets daily needs.” She added.

Since creativity is core to Beauty Factory’s identity, Muna successfully developed a sidr-based product that addresses hair concerns in an innovative way. Instead of using sidr as a traditional liquid mask, she turns it into a solid soap. This choice was motivated by her goal to extend the benefits of sidr beyond just hair care. Known for its deep-cleansing and scalp-strengthening properties, sidr offers powerful natural benefits. Presenting it in solid form allows for daily use on both skin and hair. By shaping sidr into a solid soap, she offers a modern twist on a traditional ingredient, creating a unique experience that enhances the health of skin and hair while preserving traditional techniques through innovation.

Adherence to quality standards is a fundamental principle Muna believes in, achieved through precise manufacturing methods that maintain each product’s purity and effectiveness. To address the challenge of maintaining high quality without synthetic preservatives, the company uses natural preservative oils that provide excellent and safe protection.

“A product can arise from a story or idea by identifying a real need and turning it into a tangible solution through careful ingredient selection and ongoing experimentation. Each product embodies personal experience and a thorough understanding of customer needs. For example, the Maknoon Oman Collection features scented soaps that narrate the homeland’s story through fragrances inspired by its regional diversity—ranging from roses and frankincense to oud, dried lime, sidr, sandalwood, saffron, and sea breeze—creating a comprehensive sensory experience of Oman’s identity.” She shared.

With a keen eye for details, Muna is fully dedicated to her brand. She values the meaningful conversations with loyal customers who are crucial to her success. “I find happiness in helping others discover the great benefits of natural products.” She said.

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Fun Beauty Hacks for That Give a Confidence Boost

Fun Beauty Hacks for That Give a Confidence Boost

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Beauty does not always have to be serious, technical, or perfectly optimized. Some of the most effective beauty habits are the ones that feel playful, personal, and a little indulgent. When beauty routines are approached as small moments of enjoyment rather than obligations, they tend to deliver something more valuable than polish. They offer confidence.

Beauty hacks are less about chasing trends and more about finding what feels good and works anywhere. This guide focuses on simple, enjoyable ways to boost confidence through beauty choices that travel well, feel luxurious, and keep the process light.

Dress for Fun and Comfort Starting With the Right Foundation

What you wear underneath your outfit plays a quiet but important role in how everything else feels. Comfort, fit, and mood all matter here. You don’t want undergarments you’ll be fiddling with or feeling self-conscious in.

Whether you want to wear fun Valentine lingerie under your favorite pair of jeans or you love how a good bodysuit smooths everything out, the right undergarments set the tone for the rest of your clothes. Choosing pieces that feel good against your skin and move with your body can subtly change posture, ease, and overall confidence. When your foundation feels right, getting dressed becomes less about adjustment and more about enjoyment.

Effortless Hairstyles That Feel Polished Anywhere You Go

Hair is one of the quickest ways to shift how put together you feel, but it can also be the most frustrating part of a routine. The key is mastering a few reliable styles that work across different settings and climates.

While you may not be a hairdresser, you are capable of mastering everyday hairstyles no matter your hair type. Simple techniques can work for a wide range of hair textures and lengths. Styles that rely on clean lines, soft volume, or intentional texture tend to translate well whether you are traveling, heading to dinner, or exploring a new city. The confidence boost comes from knowing you have options that do not require perfect conditions or a full toolkit.

Glow-Enhancing Skin Tricks That Feel Luxurious, Not Complicated

Great skin often comes down to consistency and small habits rather than elaborate routines. One of the simplest beauty hacks is focusing on glow rather than coverage.

Hydrating mists, lightweight oils, and gentle exfoliation help skin look refreshed without feeling heavy. When skin feels comfortable, makeup becomes optional rather than necessary. This is especially useful when traveling, where climate changes and long days can make skin feel unpredictable. A glow-first approach keeps beauty routines flexible and forgiving.

Makeup Shortcuts That Highlight, Not Hide

Makeup does not need to transform your face to boost confidence. Often, the most effective approach is enhancing one or two features and leaving the rest minimal.

Cream products, multitasking sticks, and sheer formulas are particularly useful for creating a fresh look without much effort. A touch of color on cheeks or lips can instantly shift mood and energy without requiring precision. These shortcuts are ideal for moments when you want to feel polished but still like yourself.

Small Rituals That Make Getting Ready Feel Special

Beauty hacks are not only about products. They are also about the experience. Turning everyday routines into small rituals can have a surprisingly strong effect on confidence.

This might mean applying skincare slowly instead of rushing, playing music while getting ready, or choosing scents that evoke a specific feeling. These moments signal care and attention, which often shows in posture and presence. When beauty routines feel enjoyable, they naturally become more consistent.

Confidence Through Personal Style Choices

One of the most underrated beauty hacks is trusting your own taste. Trends can inspire, but confidence tends to come from choices that feel authentic.

Whether it is a signature lip color, a favorite hairstyle, or a specific way of layering clothing, repeating what works builds familiarity and ease. Over time, these choices become part of your personal style language. Confidence grows when beauty feels like an extension of who you are rather than a performance.

Beauty That Travels Well and Feels Light

For those who travel often, beauty routines need to be adaptable. Hacks that rely on versatility, comfort, and enjoyment are far easier to maintain on the road.

Lightweight products, dependable hair techniques, and thoughtful wardrobe foundations help keep confidence steady even in unfamiliar environments. Beauty becomes supportive rather than stressful. This is especially important in luxury travel, where the goal is often to feel present and relaxed rather than overly curated.

Confidence That Comes From Enjoying the Process

The most effective beauty hacks are not the ones that promise perfection. They are the ones that make you feel good while getting ready and comfortable while moving through the day.

When beauty is approached with curiosity, playfulness, and intention, confidence follows naturally. It becomes less about how you look and more about how you feel. That shift is what makes beauty truly fun and genuinely empowering.

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Future-Proof Your Skin In Your 20s: Dermatologist Tips To Prevent Early Ageing | Beauty News

Future-Proof Your Skin In Your 20s: Dermatologist Tips To Prevent Early Ageing | Beauty News

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Last Updated:January 29, 2026, 15:32 IST

Dr Sumit Sethi shares expert tips on preventing early skin ageing in your 20s with the right skincare routine, retinol use, hydration, sunscreen, and lifestyle habits.

A dermatologist-guided routine that supports hydration, barrier repair, targeted actives like retinol and hyaluronic acid, and daily sun protection builds long-term skin strength

Are you in your 20s and assuming skin ageing is a distant concern, something to address in your 30s or 40s? That assumption, unfortunately, isn’t accurate. Subtle signs of ageing can begin as early as the mid-20s. Fine lines around the eyes, uneven pigmentation, and lingering dullness often appear earlier than expected.

In India, these changes can be further accelerated by environmental and lifestyle factors such as pollution, harsh seasonal variation, late nights, stress, and prolonged screen exposure. Addressing early signs of ageing isn’t about chasing perfection, it’s about protecting the skin barrier and strengthening long-term skin health.

“As a dermatologist, I often tell patients that prevention must begin before damage becomes visible,” says Dr Sumit Sethi, Medical Director, DermaStation Skin Clinic, Janakpuri, Delhi. “Your 20s are not too early, they’re actually the ideal time to start.”

The Indian Skin Advantage and Its Challenges

According to the study Aging and the Indian Face: An Analytical Study of Aging in the Asian Indian Face, Indian skin can show earlier ageing changes compared to some other skin types due to a mix of internal and external factors, including pigmentation tendencies and collagen breakdown triggers.

“Most people think wrinkles are the first and only sign of ageing,” explains Dr Sethi. “But in Indian skin, early ageing often shows up first as uneven tone, hyperpigmentation, and textural dullness.”

Awareness remains limited, and many consumers either miss early warning signs or turn to unsuitable products. A proactive, individualised approach guided by dermatologist-recommended formulations can significantly delay visible ageing.

Building a Preventive Regimen in Your 20s

The most effective anti-ageing routines are consistent, minimal, and preventive rather than complicated. Start with essentials:

• a gentle cleanser that does not strip natural oils

• a lightweight moisturiser to maintain hydration

• daily sun protection

“These three steps form the backbone of long-term skin resilience,” says Dr Sethi. “Once the basics are in place, active ingredients can be introduced gradually and under expert guidance.”

Retinol: Small Steps, Big Benefits

Retinol remains one of the most researched and effective anti-ageing ingredients. It helps delay fine lines, refine texture, and support collagen production by increasing cell turnover.

“Retinol is powerful, but it must be introduced slowly,” advises Dr Sethi. “Begin with beginner-strength, dermatologist-recommended formulations and use them only a couple of times a week at first.”

Encapsulated retinol formulations often offer better tolerability and controlled absorption, making them more suitable for first-time users and sensitive Indian skin types.

Hyaluronic Acid: Keeping Skin Resilient

Hydration is one of the simplest ways to preserve a youthful appearance. Hyaluronic acid (HA), naturally present in the skin, attracts and retains moisture, helping skin look plumper and smoother.

“In your 20s, dehydration is a bigger ageing trigger than most people realise,” says Dr Sethi. “Air-conditioning, travel, and screen exposure all dry the skin. HA helps maintain water balance and barrier strength.”

Well-hydrated skin is not only healthier in appearance but also more resistant to early ageing triggers.

Sunscreen: The Non-Negotiable Step

If there is one product dermatologists universally insist on, it is sunscreen. UV radiation accelerates pigmentation, breaks down collagen, and remains the leading cause of premature skin ageing.

“Daily sunscreen is non-negotiable regardless of weather or whether you are indoors,” emphasises Dr Sethi. “Choose a broad-spectrum SPF 50 formula, ideally with protection against high-energy visible (HEV) light from screens, which is especially relevant for urban Indian lifestyles.”

Consistent application matters more than occasional heavy use.

Lifestyle Choices That Influence Skin Ageing

Skincare products form the external defence but lifestyle determines long-term outcomes.

“Topicals help, but internal health shows on the skin,” notes Dr Sethi.

A diet rich in antioxidants, fruits, leafy greens, nuts supports repair from within. Exercise improves circulation and nutrient delivery. Adequate sleep enables overnight cellular regeneration. On the other hand, smoking, excessive alcohol, and chronic stress accelerate visible ageing and can undermine even the best skincare routine.

What This Means for Your Skin

Your 20s should focus on prevention not chasing miracle anti-ageing fixes. A dermatologist-guided routine that supports hydration, barrier repair, targeted actives like retinol and hyaluronic acid, and daily sun protection builds long-term skin strength.

“Ageing is natural,” says Dr Sethi. “But premature ageing is often preventable. Start early, stay consistent, and your future skin will show the difference.”

Combine smart skincare with healthy living habits, and the benefits will extend well beyond your 20s lasting for decades.

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First Published:

January 29, 2026, 15:32 IST

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Ulta Beauty’s Wellness Pilot Signals Deeper Ties Between Beauty & Self-Care

Ulta Beauty’s Wellness Pilot Signals Deeper Ties Between Beauty & Self-Care

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A view of Ulta’s new wellness shop-in-shop retail concept.

Array Marketing

Ulta, which developed its wellness concept back in 2021 with a curated assortment of wellness products, is evolving into a dedicated in-store experience with the launch of “Wellness by Ulta.” The concept will take the form of a dedicated shop-in-shop section and is being rolled out in four locations this week: Columbus, Ohio; Short Pump, Virginia; and Peabody, Massachusetts. As Laura Beres, VP of Wellness at Ulta Beauty, said in a statement: “Wellness by Ulta Beauty is evolving from a category into an experience.”

This initiative highlights Ulta’s ambition to move wellness beyond product merchandising and into experiential retail. “Our first-ever wellness boutiques will deliver discovery, education and trusted guidance together in a way that helps guests easily find what works best for them,” Beres explained—highlighting a move that goes beyond merchandising alone. By hiring expert staff and focusing on providing guidance to customers, Ulta positions itself as a credible retail destination for both avid wellness shoppers and new entrants into the category.

This commitment resonated with various wellness brands whose genuine purpose is to provide self-care solutions and functional benefits to consumers, such as The Nue Co. The clean supplements brand, which also has a range of functional fragrances, is exclusively rolling-out its mood-boosting fragrances to over 1,000 Ulta locations nationwide, including in the wellness corners of these Ulta shop-in-shop concepts. Jules Miller, founder of the wellness brand, shared with Glossy.co one of the reasons she felt compelled to work with Ulta: “The staff within that section are actually trained to talk to the things that I’m passionate about. The thing that I’m so adamant about is that, if you put these products in just a normal fragrance aisle, you’re going to lose the point of them. These are tools for well-being”.

Wellness products don’t always perform well in retail because they require more education and trial than beauty products, so educating staff that can advise shoppers really makes all the difference. Investing in staff training, interactive screens with additional product information and intuitive layouts will help shoppers navigate these wellness aisles and engage with potentially new brands and concepts, such as The Nue Co’s functional fragrances.

Another new brand being listed in Ulta’s new wellness corners is Naomi Watts’ “Stripes Beauty”, a personal care and skincare brand focused on perimenopause and menopause. This move signals an authentic interest in offering solutions to a large portion of women whose needs are still very much underserved, and sends the message that Ulta’s wellness concept aims to offer products for every consumer profile, across a range of preoccupations, from gut health to sexual wellness, energy and many more categories. In fact, Ulta Beauty has transitioned to four wellness pillars: Nutrition & Supplements, Intimate Care, Rest & Reset, and Essential Routines.

Over time, beauty and wellness have become increasingly intertwined, evolving into complementary and overlapping categories. While beauty has traditionally focused on self-expression and outward appearance, wellness has centered on inner balance and health. Today, those boundaries are blurring: beauty brands are adopting the language of wellness by emphasizing confidence and inner well-being, while wellness brands increasingly frame feeling good as a path to looking good. It comes as no surprise, then, that many beauty brands are expanding into wellness.

As Ulta tests and refines its wellness shop-in-shop concept, the pilot offers a glimpse into how beauty retailers may evolve next: not as places to simply buy products, but as trusted destinations for guidance, education and holistic routines. If successful, “Wellness by Ulta” could set a guiding example for how mass beauty retail captures a more engaged, loyalty-driven wellness consumer—one who increasingly expects self-care to be as thoughtfully curated as makeup or skincare, while also capturing beauty shoppers who are now becoming equally invested into wellness.

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Marine Collagen and Peptides in Skincare and Anti-Aging Products Market Set to Double by 2033, Driven by 'Blue Beauty' and Clean Label Trends

Marine Collagen and Peptides in Skincare and Anti-Aging Products Market Set to Double by 2033, Driven by ‘Blue Beauty’ and Clean Label Trends

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LONDON, Jan. 26, 2026 /PRNewswire/ — The global beauty and wellness industry is witnessing a significant paradigm shift as consumer preference pivots toward marine-sourced ingredients. A comprehensive new market research report titled Marine Collagen & Peptides in Skincare & Anti-Aging Products Market Size, Future Growth and Forecast 2034 reveals that this niche sector is poised for robust expansion over the next decade. Valued at $1.10 billion in 2024, the market is projected to reach a valuation of $2.20 billion by 2033, registering a Compound Annual Growth Rate (CAGR) of 7.41% during the forecast period from 2025 to 2033.

The report offers an exhaustive analysis of the market dynamics, segmenting the industry by source (Fish, Jellyfish, Others), application (Skincare, Anti-Aging, Haircare, Others), distribution channel (Online, Offline), and key geographic regions. This growth trajectory underscores a deepening consumer awareness regarding the efficacy of marine bioactives, alongside a surging demand for sustainable, natural, and scientifically backed beauty solutions.

https://www.strategicrevenueinsights.com/industry/marine-collagen-peptides-in-skincare-anti-aging-products-market 

The Rise of Marine Bioactives in Modern Skincare

The doubling of market valuation by 2033 is not merely a statistical anomaly but a reflection of a fundamental change in consumer behavior. The report highlights that the primary catalyst for this growth is the increasing consumer awareness concerning the specific benefits of marine collagen and peptides. Unlike bovine or porcine alternatives, marine collagen is increasingly favored for its superior bioavailability and smaller peptide size, which allows for deeper penetration into the dermis.

This surge is inextricably linked to the broader ‘clean beauty’ movement. Today’s consumers are far more scrutinized regarding ingredient lists. There is a rising preference for natural and organic ingredients, moving away from synthetic compounds. Marine collagen fits perfectly into this narrative, offering a potent anti-aging solution that is perceived as both effective and essentially natural.

Furthermore, the global demographics are shifting. An aging population across developed nations is actively seeking non-invasive but effective anti-aging solutions. This demographic cohort has significant disposable income and is willing to invest in premium skincare products that promise to restore skin elasticity, hydration, and overall youthful appearance. The report indicates that this trend is pushing manufacturers to innovate rapidly, moving beyond basic creams to advanced serums and ingestible beauty supplements.

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Technological Advancements Driving Efficacy

A critical factor propelling this market forward is the rapid advancement in extraction and processing technologies. In the past, extracting high-quality collagen from marine sources could be cost-prohibitive and technically challenging, often resulting in products with a strong odor or lower efficacy. However, the report notes that recent technological strides have revolutionized this process.

New hydrolysis methods are enabling manufacturers to produce odorless, tasteless, and highly soluble collagen peptides. These advancements enhance the application potential of marine collagen, allowing it to be seamlessly integrated into a wider variety of skincare formulations without compromising the sensory experience of the final product. These technological improvements are crucial for market expansion, as they allow brands to offer superior products that deliver visible results, thereby fostering high rates of consumer retention and brand loyalty.

Detailed Segmentation Analysis: Sources and Applications

The market report provides a granular analysis of various segments, offering strategic insights into where the highest growth potential lies.

  • Source Analysis: The market is primarily categorized into fish, jellyfish, and other marine sources. Currently, fish-derived collagen reigns supreme. Its dominance is attributed to high bioavailability and high compatibility with human skin structure. The report emphasizes that sustainable sourcing of fish collagen is becoming a major competitive differentiator. However, the market is also witnessing the emergence of jellyfish collagen. While still in its nascent stages, jellyfish collagen is identified as a high-potential source due to its unique bioactive compounds and high collagen concentration. This presents a frontier for innovation, offering opportunities for brands to differentiate themselves in a crowded marketplace.
  • Application Landscape: In terms of application, the skincare segment remains the dominant force. Marine collagen is now a staple ingredient in moisturizers, facial masks, and restorative serums. However, the anti-aging segment is the fastest-growing vertical. This is driven by the specific ability of marine peptides to stimulate the body’s own collagen production, directly addressing the root causes of skin aging. Additionally, the report identifies haircare as an emerging application. Marine collagen is believed to strengthen hair follicles and improve texture, leading to a new wave of ‘skinification’ of hair products, where skincare-grade ingredients are used in shampoos and conditioners.

Regional Market Dynamics and Top Countries Insights

The report offers a comprehensive geographical breakdown, highlighting how cultural and economic differences shape market demand.

  • North America (The United States): The U.S. stands out as a leading market with a size of approximately $500 million and a steady CAGR of 6%. The growth here is driven by a sophisticated consumer base that values high-performance skincare. The U.S. market is characterized by a strong willingness to pay for premium brands and a robust presence of major market players. The explosion of e-commerce has further fueled growth, allowing niche marine collagen brands to reach a nationwide audience instantly.
  • Asia Pacific (China, Japan, South Korea): This region is a powerhouse for marine collagen products.
    • China: With a market size of around $400 million and a burgeoning CAGR of 8%, China represents a massive opportunity. Rising disposable incomes and the rapid urbanization of the country have led to a boom in beauty spending. The influence of social media and beauty influencers (KOLs) is particularly strong here, driving trends and educating consumers on the benefits of peptides.
    • Japan: Valued at roughly $300 million, Japan’s market is mature and highly sophisticated. Japanese consumers have a long-standing cultural acceptance of collagen, both topical and ingestible. The demand here is for high-science, innovative products, with a growing emphasis on ethical sourcing.
    • South Korea: Known globally as a trendsetter in beauty (K-Beauty), South Korea holds a market size of approximately $200 million. The emphasis here is on multi-step skincare routines where marine collagen plays a pivotal role in hydration and repair steps.
  • Europe (Germany): Germany leads the European market with a size of about $250 million. The German consumer is famously discerning, prioritizing scientific validation and ‘clean’ labels. The strong focus on health and wellness in Germany aligns perfectly with the marine collagen value proposition.

Competitive Landscape and Key Players

The report describes a highly competitive and dynamic market environment. It is a mix of established global giants and agile emerging players, all striving to capture market share through innovation and strategic branding.

Key players analyzed in the report include:

  • Rousselot: A prominent leader known for high-quality marine collagen and a steadfast commitment to sustainability.
  • Gelita AG: Recognized for its wide range of specific collagen peptides tailored for optimized efficacy in skincare applications.
  • Amicogen: A South Korean innovator specializing in bioactive peptides and advanced enzymatic technologies.
  • Nitta Gelatin: A Japanese key player highly regarded for quality and performance consistency.
  • Vital Proteins: A brand that has successfully bridged the gap between wellness supplements and beauty, particularly in the U.S. market.
  • Seagarden: A Norwegian company that leverages its geographic advantage to offer sustainably sourced marine ingredients.

The competitive dynamics are defined by product innovation and distribution strategies. Companies are increasingly investing in Research and Development (R&D) to create proprietary formulations that offer synergistic benefits, such as combining marine collagen with vitamins and antioxidants.

Challenges, Threats, and Strategic Barriers

Despite the optimistic forecast, the report provides a balanced view by outlining potential hurdles. A primary challenge is the complex regulatory landscape. Sourcing marine ingredients involves navigating strict international and local regulations regarding fishing quotas, environmental impact, and processing standards. Compliance can be costly and time-consuming.

Furthermore, the cost of production remains a restraining factor. High-quality marine collagen is more expensive to produce than bovine or synthetic alternatives. This places pressure on profit margins, particularly for smaller players who lack economies of scale. The market is also subject to intense competition, which can lead to price wars, making it difficult for companies to maintain profitability without strong brand differentiation.

Distribution Channels: The Digital Shift

The distribution landscape is evolving rapidly. While offline channels like pharmacies, specialty beauty stores, and department stores remain vital for brand prestige and customer experience, the online channel is witnessing explosive growth.

The report details that online retailing is becoming crucial for market expansion, particularly in emerging markets where physical retail infrastructure for premium beauty may be limited. Digital marketing, social media campaigns, and direct-to-consumer (DTC) models allow brands to educate consumers directly about the complex science behind peptides, a task that is often difficult to achieve on a crowded retail shelf.

Strategic Foresight: 2025-2033

Looking ahead, the report outlines a strategic roadmap for the industry. The period from 2025 to 2033 will be characterized by a shift from basic extraction methods to advanced processing technologies that maximize yield and purity.

Opportunities for growth abound in product diversification. The report suggests that the next frontier lies in personalized skincare solutions. As data analytics and AI enter the beauty space, brands that can offer customized marine collagen regimens based on individual skin types and concerns will likely lead the market. Additionally, the integration of marine collagen into hybrid products—such as makeup with skincare benefits—presents a significant avenue for innovation.

About the Report

The report, titled “Marine Collagen & Peptides in Skincare & Anti-Aging Products Market Size, Future Growth and Forecast 2034,” (Report ID: 84230) spans 171 pages and provides a comprehensive assessment of the market. It covers historic data from 2018-2024 and forecasts through 2034, offering critical insights for stakeholders, investors, and manufacturers.

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Skin First In 2026: Building Simple Beauty Routine For Long- Term Healthy Skin

Building Simple Beauty Routine For Long-Term

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As a new year begins, many people focus on personal growth, wellness, and confidence. Cosmetic scientist, Ape Taiwo, shares that one powerful, yet often overlooked aspect of selfcare is developing beauty habits that promote healthylooking skin.

In his words, to build a simple Beauty Routine for long lasting healthy skin does not require doing too much. “Healthy-looking skin is not about expensive products or complicated routines; it is about intentional care, patience, and balance.”

By adopting these beauty habits in the new year, you create a foundation for naturally glowing, resilient skin that reflects overall wellness.

1. Start With Gentle Cleansing: Cleanse your face twice daily (morning and night). It keeps pores clean and prevents acne and dullness.

2. Hydrate and Moisturise Consistently: Apply a lightweight moisturiser in the morning and a richer one at night. It maintains skin elasticity and prevents dryness and premature aging.

3. Never Skip Sunscreen: Use broad-spectrum SPF 30 or higher daily. It protects against sun damage, dark spots, wrinkles, and skin cancer.

4. Exfoliate Gently: Use a gentle exfoliant (chemical or mild physical scrub). It removes dead skin cells and enhances brightness and smoothness.

5. Hydration From Within: Drink plenty of water daily. It promotes clear, supple, and glowing skin.

6. Maintain Healthy Lifestyle Habits: Get 7–8 hours of sleep nightly. It prevents dullness, breakouts, and premature aging.

7. Practice Good Hygiene: Wash makeup brushes weekly. Avoid touching your face frequently and change pillowcases at least, once a week. These reduces bacteria build-up and acne outbreaks.

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Beyond Lohri: Winter Skin Wisdom That Keeps Your Glow Alive | Beauty News

Why Treatments Around Skin Barrier Therapy Is Replacing The Instant-Glow Obsession | Beauty News

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Last Updated:January 24, 2026, 18:11 IST

This new skin barrier therapy shifts focus from instant glow to healthier, stronger, more balanced skin over time.

Emfusion is redefining professional skincare by repairing and strengthening the skin barrier for lasting results.

For years, professional skincare treatments have prioritised instant radiance – brighter skin, smoother texture, visible glow. But as conversations around sensitivity, barrier damage, and long-term skin health grow louder, a new category of treatments is emerging. Enter EmFusion, a next-generation therapy that places the skin barrier, not surface glow, at the heart of its philosophy.

Launched in India this January at MediGlo Clinic, Gurugram, EmFusion is being positioned as the world’s first dedicated skin barrier therapy, signalling a meaningful shift in how we approach in-clinic skincare. Rather than chasing quick fixes, the treatment focuses on restoring the skin’s foundational strength to protect, hydrate, and heal itself.

The skin barrier is the body’s first line of defence, responsible for locking in moisture while shielding against pollutants, bacteria, and environmental stressors. When compromised, it often leads to dehydration, inflammation, breakouts, sensitivity, and premature ageing.

Emfusion addresses this problem at its root. Unlike traditional facials that work largely on the surface, this treatment targets the barrier itself, helping the skin regain balance and resilience over time. The result is not just improved appearance, but healthier skin function.

At the core of Emfusion is a proprietary multi-modal technology that combines controlled electrical pulses with resonance-based stimulation. This allows active ingredients, including hyaluronic acid and ceramides, to penetrate more effectively without needles or discomfort.

The treatment follows a precise four-step protocol: skin refinement, activation, fusion of actives, and sealing. Each phase is designed to support deeper absorption while reinforcing the skin’s protective structure, delivering visible results without downtime.

Dr Jaspreet Kour, Founder & Medical Director, Mediglo Clinic, Gurugram, explains the idea behind the treatment: “For years, skincare has focused on instant results, often overlooking the skin barrier, which is actually the cornerstone of long-term skin health. With Emfusion, we wanted to change that narrative. This therapy is designed to work with the skin’s natural biology, strengthening its barrier so it can heal, protect, and function optimally on its own. Emfusion is not about a temporary glow; it’s about building resilient, balanced skin that stays healthy over time.”

What sets Emfusion apart is its long-term approach. Clinical outcomes show enhanced hydration levels, improved barrier strength, and clearer skin texture. It is especially beneficial for individuals experiencing chronic sensitivity, dehydration, recurring breakouts, or early signs of ageing.

Completely non-invasive and gentle, this treatment is suitable even for sensitised skin, making it a compelling option for those who find aggressive treatments too harsh.

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First Published:

January 24, 2026, 18:11 IST

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Ulta Beauty Launches Wellness Boutiques in 4 Stores as it Kicks Off Rebrand

Ulta Beauty Launches Wellness Boutiques in 4 Stores as it Kicks Off Rebrand

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Ulta Beauty has evolved its Wellness Shop at Ulta Beauty, which launched in 2021, into a more immersive, education-led platform now known as Wellness by Ulta Beauty. To mark the change, on Jan. 26 the retailer will debut Wellness by Ulta Beauty boutique in three stores, in Columbus, Ohio; Short Pump, Va. and Peabody, Mass., to be followed in April with a shop-in-shop in Naperville, Ill.

The wellness boutiques will range from 300 to 600 square feet and will feature refreshed branding, intuitive navigation, interactive education and dedicated wellness advisors. The launch coincides with Ulta Beauty’s transition to four simplified wellness pillars: nutrition and supplements, intimate care, rest and reset, and essential routines. All these wellness-focused efforts will be anchored by a new tagline, “Find your feel-good,” as well as a refreshed visual identity that Ulta will roll out fleetwide this spring.

“Wellness by Ulta Beauty is evolving from a category into an experience,” said Laura Beres, VP of Wellness at Ulta Beauty in a statement. “Our first-ever wellness boutiques will deliver discovery, education and trusted guidance together in a way that helps guests easily find what works best for them.”

In July 2025 K-Beauty World, a retail platform dedicated to Korean beauty products, debuted in Ulta Beauty stores and online.

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