We want to look good, feel good, and live well. Now companies are competing to deliver all three.
When you choose between buying a new night cream, joining a fitness studio, or investing in a wellness product, you may think you’re making three different decisions. Increasingly, consumers are treating them as part of the same budget: money spent on looking and feeling their best.
A survey by AlixPartners and beauty industry organization CEW, highlighted by CNBC, found that nearly 100% of surveyed consumers viewed beauty, health, and wellness as one spending category.
Companies are paying attention—and some are already changing how they do business.
How companies are adapting to what we want
Target: More wellness choices in one place
In January 2026, Target announced a 30% expansion of its wellness assortment, adding products across supplements, functional beverages, skincare, nutrition, and fitness. Its offerings include brands such as La Roche-Posay, Seed, and Lemme, alongside protein products and fitness apparel. Target is also using its website and app to offer personalized product recommendations.
Ulta Beauty: Beyond makeup and skincare
Ulta has expanded into wellness through in-store wellness boutiques featuring products such as supplements and skin and hair serums. Its strategy reflects the idea that customers shopping for beauty may also be looking for ways to support their broader well-being.
Sephora: Connecting skincare with wellness
Sephora has introduced a dedicated wellness and skincare section on its website, making related products easier to discover together. Rather than limiting the shopping experience to traditional makeup and beauty categories, the retailer is responding to consumers who approach self-care more broadly.
Procter & Gamble: Investing in supplements
In August 2026, Procter & Gamble announced an agreement to acquire Thorne, a supplement company known for science-focused wellness products and personalized health solutions, for a reported $3.8 billion. The acquisition, subject to closing conditions, would expand P&G’s health business and its access to the growing wellness market.
What does this mean for you?
Expect to see more retailers combining beauty, nutrition, supplements, fitness, and personal care; more product recommendations tailored to individual preferences; and more companies offering related products under one shopping experience.
The real opportunity is convenience and choice. You may find it easier to compare products, discover new brands, and build a routine around your particular lifestyle and budget.
But the most interesting change is how companies are competing. Your skincare brand is no longer competing only with another skincare brand. It may be competing for the same money you could spend on a fitness membership, a wellness service, or a nutritional product.
How to make the most of it
Start with what matters to you. If your priority is healthy-looking skin, compare skincare options before adding supplements or expensive treatments. If you want more energy, consider your sleep, nutrition, and activity habits before buying another product.
Use personalized recommendations as a starting point, compare prices and evidence, and choose the options that genuinely fit your needs.
The bottom line: Companies want to become part of your entire beauty, health, and wellness routine. As customers, we benefit most when that competition gives us better choices—not simply more things to buy.
