Wellness Brands Push into Mass Market
The convergence of beauty and wellness is accelerating as brands expand into mass retail. Wellness brand Moon Juice launched its range of functional supplements in 755 Target stores. Concurrently, science-backed beauty supplement brand Aurelia Cellular Vitality debuted in the U.S., signaling growing consumer demand for ingestible wellness products.
- Aurelia Cellular Vitality is the supplement-focused sister brand of Aurelia London, a UK-based probiotic skincare company acquired by Health & Happiness (H&H) Group in 2019. H&H Group is leveraging its experience with its supplement brand Swisse, which generates approximately $1 billion in net sales, to scale Aurelia in the U.S. beauty-from-within category. - Target is significantly expanding its wellness category by 30%, introducing thousands of new items to meet growing consumer demand. Alongside Moon Juice, the retailer is adding other supplement brands like Lemme, Grüns, and Seed, as well as protein brands such as Bloom and Misfits. - The global beauty and wellness market was valued at approximately $620 billion in 2024 and is projected to grow to $950 billion by 2030. The ingestible beauty segment is growing even faster, with forecasts predicting it will expand from $6.84 billion in 2026 to $11.38 billion in 2030, a compound annual growth rate of 13.6%. - Moon Juice, founded in 2011, has been profitable for several years with reported revenues over $20 million. The company raised a $7 million Series C funding round in early 2022, led by True Beauty Ventures, to finance marketing, hiring, and e-commerce expansion. - The move into mass-market retail is a key trend, with competitors like Ulta Beauty expanding its in-store "Wellness Shop" to include brands like Ritual and ARMRA. Walmart has also broadened its assortment by adding supplements from Nutrafol and Ritual to its shelves. - Aurelia's U.S. debut, which follows its 2025 launch in the UK and France, consists of six targeted supplements for hair, skin, and nails. The product formulations are centered around a proprietary, patent-pending complex called Eternacell, which contains ingredients like ergothioneine, resveratrol, and niacinamide.
