McKinsey & Co. reported in a 2021 survey of roughly 7,500 consumers in six countries, 79 percent said they believe wellness is important, and 42 percent consider it a top priority. In fact, consumers in every market McKinsey researched reported a substantial increase in the prioritization of wellness over the past two to three years.
To that end, a slew of brands targeting inner and outer beauty have launched in the past couple of years, and the flow shows no signs of slowing.
But which ones truly stand out? To find out, Beauty Inc spoke to key retailers like Goop, Standard Dose and Thirteen Lune, analysts and industry insiders to discover the breakthrough brands in wellness. The result is this list, the 50 power players in the categories of CBD, supplements and powders, feminine care and sexual health, brands that encompass skin, body, hair, ingestibles (the all-arounds) and home accessories and tools.
Some are better known than others, but all are paving the way to the future of self care.
Brown Girl Jane
Founders: Malaika Jones, Tai Beauchamp and Nia Jones
This plant-based beauty and wellness collection includes skin care, tinctures and intimate care that harness the power of broad-spectrum CBD. By building community and emphasizing inclusivity, quality, accessibility and transparency, the brand’s mission is to remove stigma around CBD in Black and brown communities. Brown Girl Jane is expected to do $2 million in sales this year.
Founders: Josh, Joel, Jesse, Jon, Jordan, Jared and J. Austin Stanley
Charlotte’s Web CBD products are created by the seven Stanley brothers and range from tinctures to capsules, gummies, topicals and products for pets. The B Corp-certified brand advocates for using the whole plant, meaning it contains remnants of rare cannabinoids like CBN, CBG and CBC. Industry sources report 2020 net sales of about $95 million.
Founders: Mathew Gerson and Jon Brandon
Foria is best known for combining cannabinoids and plant-based formulas within categories of sexual wellness, menstrual pain and pelvic discomfort like endometriosis and PCOS. In September 2020, the brand partnered with Hudson Hemp to reduce prices across the majority of the line to make its products more accessible. Foria’s sales have grown at a CAGR of 89 percent since 2016, and the brand’s direct-to-consumer sales have increased 230 percent in the past two years.
Founder: Kimberly Dillon
This topical skin and hair and ingestible cannabis company focuses on relieving stress and tapping into adaptogens and an array of botanicals. Founder Kimberly Dillon, a cannabis industry vet, partners with minority-owned and female-founded hemp farms. Frigg’s revenue is up 200 percent in the first quarter of 2021 versus fourth-quarter 2020.
Founders: David Weiner and Verena von Pfetten
Gossamer is a biannual magazine focused on travel, design, beauty, wellness, art, culture and food through a cannabis lens. The company, which grew 127 percent in 2020 and is projecting a 250 percent increase in 2021, also includes two CBD tinctures, one with CBN for sleep and one with THC-V for focus. Five percent of all product sales are donated to organizations dedicated to undoing the harm caused by the war on drugs.
Founders: Robert Rosenheck and Cindy Capobianco
Lord Jones crafts hemp-derived, CBD-infused products, including confections, skin care and supplements. The brand gained notoriety and a cult following among celebrities when stylists began applying its Whole CBD Body Lotion to their clients’ feet before walking the red carpet. Three years post-launch, Lord Jones launched its second CBD skin care brand, Happy Dance, with actress Kristen Bell. Cronos bought Lord Jones in 2019 for $300 million, an estimated 75 to 150 times more than 2018 revenue.
Founders: Summer Rice, Kara Kelly and Monica Reese
Lure was launched as a plant-based, full-spectrum CBD alternative to help women destress via better sleep, recovery and sex. Since its launch, Lure has experienced more than 95 percent sales growth, nearly 200 percent customer return rate and increased conversions by 30 percent.
Founder: Mills Miller
Since conception, Mineral has been working with the whole plant, allowing cannabinoids and terpenes to have a maximum effect on the body. The brand’s revenue grew by 180 percent last year and is expected to grow more than 200 percent this year. In April, Miller launched a new wellness company called Mycro, a cacao-infused, adaptogenic mushroom honey to help with mood, inflammation, anxiety and stress.
Founder: Dr. Jason Wersland
Therabody began with the Theragun, a percussive therapy device. But when Wersland noticed the positive impact CBD had on his treatments, he decided to create his own collection to be used alone or in tandem with the device. The USDA-certified Organic CBD products known as TheraOne, which launched in 2020, are made with a patent-pending technology for maximum absorption. In 2020, Therabody grew its profits more than 30 times since 2017 and tripled its overall revenue.
Founders: Karina Primelles and Mennlay Golokeh Aggrey
This Latina- and Black-owned CBD brand out of Mexico City is a direct response to the absence of Latine queer and BIPOC people in the cannabis space. The product range is made with full-spectrum hemp extracts and plants from the Latin American bioregion and focuses on anxiety, menopause, menstrual cramps, sleep and hormonal health. Xula has posted year-over-year growth of 350 percent.
SUPPLEMENTS + POWDERS
Founder: Dawn Russell
After being diagnosed with stage three cancer at 25 with an immune system left too compromised to receive radiation or chemotherapy, Russell went back to the basics of green nutrition and has since made a full recovery. This was the impetus for starting 8Greens. Russell’s first product was a green effervescent tablet made from eight greens: spinach, kale, aloe vera, wheatgrass, blue, green algae, barley grass, chlorella and spirulina. Since its launch, revenue has increased by 7,000 percent.
Founders: Siffat Haider and Nish Samantray
After struggling with her own digestive issues for a number of years, Haider turned to natural remedies as a last resort and created Arrae, a collection of supplements that treat stress and gut health because of how closely the two are linked. In business for a little over a year, the brand has done $2 million in sales.
Founders: Craig Elbert and Akash Shah
Care/of began as an in-depth, interactive quiz — to date, more than 6 million people have taken the questionnaire — to help deliver customers with personalized daily vitamin sachets. In March, Care/of partnered with Target to create an accessible collection of multivitamins and supplements based on insights from the original Care/of subscription.
Founders: Tero Isokauppila
Four Sigmatic is best known for using functional mushrooms infused with coffee, plant-based protein and chocolate, aiming to fight stress without changing daily rituals. The brand is now a “high-growth company,” according to Isokauppila, due to the shifting attitudes around wellness and, more specifically, mushrooms.
Founders: Walter Faulstroh and Chris Coleridge
Hum Nutrition merges beauty and wellness…
Read More: The Wellness Power Players