While there are several directions I could take this edition, it’s already filled with insights on shifting consumer trends, so I’ll keep the intro focused. Fresh off the #WHIS Summit in Boston, where I co-chaired and led a powerful discussion on advancing women’s health in emerging markets, a topic I’m deeply passionate about. I’ve shared some of my favourite moments and key takeaways on LinkedIn. Back in the SF Bay Area, I’m energised and inspired: the future of healthcare is personal, consumer-first, and truly global. I’m excited to see how the health and wellness landscape will continue to evolve.
The Wellness Economy Is Eating Everything (Including Your Snacks)
The wellness economy is eating into every aisle of the F&B sector. Gen Z and Millennials aren’t just consuming for the sake of nourishment anymore; it’s about gut health, hormonal balance, and mental well-being.
Hormonal health has become the organising principle for this new phase of functional nutrition - blending science, sustainability, and personalisation into daily consumption habits. Forget “clean eating.” 2025 is all about “smart eating”. Now, even when you open your fridge for a midnight cheat snack, there is sugar-free probiotic ice cream in it. (Good luck to the children being raised in this generation, they aren’t gonna find any mint choco chips in)
The movement toward “better-for-you” innovation is reshaping even comfort foods. Cob, a gluten-free snack brand founded by entrepreneur Jessica Davidoff and co-founded by tennis star Novak Djokovic, just raised $5 million in seed funding. Made from an ancient, drought-resistant grain that uses 36% less water than corn, Cob offers a sustainable, nutrient-dense, and kernel-free alternative to traditional popcorn.
From hormonal balance to gut harmony, food is becoming the new pharmacy.
The biggest shift? Personalised nutrition is taking over. From AI-powered meal kits that track your mood swings to smoothies that claim to fix your PMS and existential dread, personalisation is the new P word in this industry, of course, after protein. Brands like Persona Nutrition, DayTwo, InsideTracker, and Nutrigenomix are pushing the envelope, whether by mapping your DNA, profiling your gut microbiome, or analysing your blood biomarkers- so your breakfast actually understands your mood swings better than most people do.
Next, cycle-synced nutrition is no longer just a buzzword. What began as niche content on wellness blogs has evolved into real product innovation: from teas and snack bars formulated for specific phases of the menstrual cycle to supplements supporting hormonal balance. Globally, Levelle Nutrition in New York launched its Cycle Syncing Protein, the first protein powder intentionally developed to support the shifting nutritional needs of menstruating women throughout their cycle, a clinically informed, phase-based solution filling a critical gap in the market. &ME, backed by Matrix Partners India, continues to lead in Ayurveda-driven hormonal wellness beverages that target PCOS, metabolism, and energy. Even traditional F&B players are taking notes: Nestlé Health Science and Danone are investing in personalised nutrition ventures, signalling that this is no longer niche.
Gut health continues to hold its ground as the foundation of holistic wellness. Probiotics and prebiotics have moved beyond supplements and into everyday products — yoghurts, cereals, even beverages. In the U.S., Poppi, a prebiotic soda brand, was acquired by PepsiCo for $2 billion, underscoring the mainstream appeal and profitability of gut health-focused products. This surge is driven by increasing consumer awareness of gut health's impact on overall well-being, leading to a shift towards functional foods and dietary supplements.
What’s leading the change in beauty and personal care?
In 2025, beauty will no longer be defined by surface-level perfection but by how it connects to inner health and emotional well-being. As the science around the gut-mind-skin connection gains traction, consumers are rethinking the relationship between diet, stress, and appearance. Skincare and nutrition are converging, with brands like The Beauty Chef, JSHealth, and Clinique Nutri-Lift leading the way in merging ingestible wellness with topical care.
But the rise of wellness culture has brought its own form of burnout. The endless layering of products and strict routines is beginning to feel like another source of stress. As a result, the next wave of beauty will embrace comfort and simplicity products that calm the senses, evoke nostalgia, and prioritise emotional ease over performance. It’s the beauty equivalent of comfort food: familiar, grounding, and deeply personal.
85% of Indian consumers agree that beauty brands should provide more scientific evidence to validate their claims.
After years of algorithm-driven sameness, consumers are ready to reclaim individuality. In 2025, beauty will celebrate difference and artistic expression, powered by technology that enables true personalisation. AI and predictive analytics will allow routines to evolve alongside the user—adjusting to sleep patterns, stress levels, and even weather conditions tracked by smart devices
Meanwhile, the push for sustainable innovation will reshape how products are made and used. Rather than chasing constant novelty, brands are beginning to align with the ethos of slow living, designing multi-purpose, durable, and environmentally adaptive products. Imagine moisturisers that shift with humidity or deodorants that activate based on temperature, concepts already emerging from L’Oréal’s Perso and Unilever’s climate-adaptive lines.
Sustainability, once treated as an add-on, is becoming intrinsic to the beauty experience. It’s no longer about guilt-free consumption but about creating products that support local ecosystems, minimise waste, and encourage mindful use. The most forward-thinking brands of 2025 will design for underconsumption, proving that less can indeed deliver more.
The focus is a mindful, long-term approach to beauty, emphasising prevention over repair. Embracing simplicity and comfort, consumers will start their routines even earlier, integrating nostalgic, sensory-rich experiences.
Ultimately, the beauty of the future won’t chase perfection; it will evolve, adapt, and connect. The merging of technology, emotion, and environmental intelligence will redefine what it means to look and feel beautiful in a world that values authenticity over artifice.
Featured in Thomas Allgeyer’s “Best of LinkedIn” venture capital roundup - not once, but twice!
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