From Sephora To Barney’s, Retailers Bet On The Nebulous Wellness Industry

Take a look at the “Wellness” section on Anthropologie’s website and you’ll find aromatherapy pendants, beauty elixirs, and even crystal-filtered water bottles. “Each stone blend enhances your water with specific energetic benefits,” reads the description for a $98 gemstone water container. In total, there are nearly 450 “wellness” products for sale on anthropologie.com. That’s even more than the bohemian retailer’s beloved shoe department, which offers about 300 products for sale. Anthropologie certainly isn’t the only fashion company moving aggressively into the “wellness” space. Numerous retailers–Neiman Marcus, Urban Outfitters, Madewell, Nordstrom, and most recently Barney’s–aim to partake in the $3.7 trillion “health and wellness” juggernaut. Of that, the Global Wellness Institute estimates that “beauty” has a $999 billion industry footprint. And while health enthusiasts may be accustomed to picking up not only lipsticks but also bath products at Sephora, these days the beauty chain’s stores are flush with luxe tooth floss, natural deodorants, and $38 collagen-enhancing beauty supplements. The beauty category increasingly expands to include new products, including “wellness” and “health” products more commonly associated with GNC–or even Goop. Read more at Fast Company.