Press Release •

What You’ll Learn

This release explores how Cloud9 Daily Restore has carved out a reputation in 2025 as one of the most recognized liver health supplements. With an approach focused on clean-label formulation, daily usability, and lifestyle-centric application, Cloud9 Daily Restore is frequently spotlighted in expert reviews. If you’re searching for a trusted name in liver health optimization, this long-form overview will help you understand its unique value structure, design philosophy, and marketplace standing.

Disclaimer: This article is for informational purposes only. Cloud9 Daily Restore products are not intended to diagnose, treat, cure, or prevent any disease. No medical claims are made or implied.

Readers can Visit the Official Cloud9 Daily Restore Site to explore the full report or latest update.

The Growing Importance of Cloud9 Daily Restore in 2025

In 2025, consumer demand for liver health solutions has evolved into a full-scale wellness priority. Liver optimization has shifted from clinical concern to proactive lifestyle management-driven by digital fatigue, dietary burden, alcohol consumption trends, and long-term metabolic awareness. Products like Cloud9 Daily Restore are positioned at the intersection of functionality and simplicity, appealing to a diverse range of users from busy professionals to wellness-focused aging adults.

The pressures of modern living often contribute to what industry analysts describe as a “multi-sensory stress load,” an amalgamation of poor sleep cycles, environmental toxicity, and irregular eating habits. This context has amplified the call for supplements that operate in the background of daily life while contributing to long-term physiological resilience. With its non-stimulant formula and ease-of-use design, Cloud9 Daily Restore speaks directly to this movement.

What separates Cloud9 Daily Restore from other options in 2025 is how seamlessly it integrates into daily routines – without requiring significant habit overhauls. As liver wellness becomes increasingly associated with clarity, energy, and sustainable weight balance, consumers are looking for solutions that support these goals through nutrient reinforcement rather than heavy therapeutic claims.

Increased media attention on long-term detox pathways, hormonal balance, and environmental overload has also fueled curiosity about liver health. In this cultural landscape, Cloud9 Daily Restore’s positioning as a clean-label, habit-friendly supplement aligns perfectly with what discerning users seek. As a result, it’s no surprise that many opt to Explore the Liver Health Supplement Reviews for Cloud9 Daily Restore when evaluating daily support options.

What Is Cloud9 Daily Restore and How Is It Structured?

Cloud9 Daily Restore isn’t just a supplement – it’s an example of modern formulation logic applied to a long-standing health objective. At its core, the supplement is built on a transparency-first structure: ingredients are clearly disclosed, the serving protocol is easy to follow, and the product’s identity is focused on support – not sweeping promises. In 2025’s heavily regulated wellness marketplace, this approach has become a key differentiator.

Its formulation leverages a blend of botanical extracts, key micronutrients, and known detoxifying agents commonly supported in scientific wellness literature. Rather than overloading the user with complex protocols, Cloud9 Daily Restore relies on synergy among ingredients – ensuring that each inclusion supports bioavailability and biofunctionality in everyday usage. The absence of stimulants also ensures compatibility with morning or evening routines without disrupting sleep patterns or meal schedules.

The usability model is perhaps the most underrated aspect of Cloud9 Daily Restore’s design. The capsule form avoids the grittiness and mixing demands of powdered alternatives, and the suggested use fits neatly into any supplementation regimen, whether the user is already committed to a broader wellness plan or just beginning their health journey.

Importantly, Cloud9 Daily Restore does not present itself as a therapeutic product. Instead, it reinforces the narrative of daily support and proactive wellness – a crucial angle in today’s regulatory climate. Many first-time users are drawn to this no-pressure positioning, as it offers a supportive framework without insinuating cure or correction. It’s a significant part of why health-curious consumers increasingly Learn More About Cloud9 Daily Restore before selecting it for their daily stack.

What Reviewers Are Saying About Cloud9 Daily Restore

In 2025’s saturated supplement space, affiliate reviewers play a central role in shaping consumer perspectives. When it comes to Cloud9 Daily Restore, the tone is consistently positive – anchored in appreciation for its clean-label formula, realistic positioning, and compatibility with broader wellness strategies. Reviewers are drawn to how the product avoids flashy marketing while still delivering a thoughtful ingredient profile.

One of the most praised aspects in reviews is the product’s stacking flexibility. Users already employing sleep aids, hormone balancers, or gut health supplements often find that Cloud9 Daily Restore complements their routines rather than competes with them. This versatility has made it a go-to recommendation in affiliate articles aimed at holistic, multi-targeted wellness plans.

Reviewers also highlight the ethical sourcing and manufacturing transparency behind the product. Cloud9 Daily Restore’s formulation is seen as a departure from the filler-heavy design that still dominates many mass-market liver health offerings. Its clean supply chain and clear sourcing disclosures help reinforce trust, which has become an essential pillar for buyers in the supplement category.

More importantly, reviewers recognize that Cloud9 Daily Restore doesn’t attempt to overstep regulatory lines. The tone of coverage remains grounded, with emphasis placed on habit formation, nutrient reinforcement, and self-care alignment. This grounded framing resonates with users seeking longevity tools – not miracle solutions. For these reasons and more, growing numbers of readers now See Why Cloud9 Daily Restore Was Ranked Among the Best in 2025 liver health rankings.

Comparing Cloud9 Daily Restore to Competitors in the Liver Health Supplement Space

When evaluating how Cloud9 Daily Restore stacks up against its category competitors, several pillars become immediately clear: ingredient transparency, supplement architecture, and consumer alignment. Unlike legacy liver products that rely on outdated stimulant pathways or overuse milk thistle without context, Cloud9 Daily Restore leans into synergistic modern blends. This includes botanicals supported by both traditional use and contemporary application logic.

Many of its rivals attempt to win market share through aggressive detox narratives or fast-acting language, which doesn’t resonate with today’s more informed wellness consumers. Cloud9 Daily Restore instead positions itself as a facilitator of balance – a key differentiator when modern users are increasingly wary of crash cleanses and metabolic disruptions.

Another critical comparison point is formulation logic. Where some supplements overload with high-dosed singular herbs, Cloud9 Daily Restore opts for integrative combinations. This makes it less likely to cause GI distress or interfere with other dietary supplements – a point reviewers often mention as a technical advantage. Even visually, the product avoids glossy over-branding, reflecting a focus on performance over aesthetic.

When it comes to stimulant-free design, Cloud9 Daily Restore wins consistent points across the board. The absence of caffeine derivatives, synthetic energizers, or over-reliance on B-vitamins makes it a favorite among users seeking steady, natural support. It’s a reflection of a larger wellness trend: choosing tools that integrate rather than dominate one’s internal ecosystem. Many of these comparisons lead discerning buyers to Read the Expert Breakdown of Cloud9 Daily Restore before making a final decision.

Deeper Look at Cloud9 Daily Restore’s Ingredient or Feature Philosophy

At the heart of Cloud9 Daily Restore is a modern formulation philosophy grounded in pathway balance. Rather than focusing on a single angle of liver wellness – like bile production or enzymatic detox – it engages several systems simultaneously for a more holistic wellness experience. This approach sets it apart in a market filled with reductionist formulations.

One of its core support angles is micro-nutrient harmonization. Cloud9 Daily Restore includes foundational vitamins and minerals in precise dosages designed to support liver enzyme pathways and cellular regeneration without triggering excess. This angle appeals to biohackers and functional wellness advocates who want targeted support without overloading.

Another key design logic revolves around antioxidant balance. The inclusion of ingredients known to promote oxidative stress reduction supports those who face constant environmental exposure – whether from poor indoor air quality, urban pollution, or ultra-processed food consumption. This category is especially important for aging adults, digital professionals, and travelers exposed to varying toxin profiles.

The third ingredient philosophy is based on bioavailability optimization. Cloud9 Daily Restore doesn’t rely on high doses to create impact – instead, it employs synergistic combinations and bioenhancers that help ingredients absorb more effectively at lower dosages. This reflects a broader trend in 2025’s supplement industry, where less-is-more formulations are increasingly favored by educated consumers.

Finally, Cloud9 Daily Restore supports a fourth key angle: hormonal ecosystem integration. Since liver function plays a pivotal role in hormone metabolization, this supplement appeals to those exploring endocrine health without venturing into aggressive HRT or pharma-level intervention. Its appeal as a daily support tool for long-term wellness is clear. Those seeking to better understand this design logic often Discover the Structure Behind Liver Health Supplements through affiliate reviews.

How Affiliate Reviewers Rate Cloud9 Daily Restore

Affiliate reviewers, particularly those focused on functional health, longevity, and detox protocols, consistently feature Cloud9 Daily Restore in their top recommendations. The main reasons cited include its ease of integration into daily life, its focus on non-disruptive wellness reinforcement, and its compatibility with existing supplement routines. These qualities make it especially appealing to readers who prioritize realistic, low-effort wellness habits over dramatic overnight results.

One of the strongest advantages noted by reviewers is how Cloud9 Daily Restore avoids the common pitfalls of overpromising. Instead of leaning into trendy detox culture or aggressive cleansing rhetoric, reviewers appreciate the brand’s consistent tone of practicality and everyday use. Its packaging, instruction set, and ingredient transparency make it a favored product among affiliate editors who prioritize consumer trust in their rankings.

The daily logic of the product is also praised. Many reviewers emphasize that the supplement requires no complicated scheduling, stacking limitations, or detox prep – a unique attribute in a category often littered with regiment-heavy options. This supports the view that Cloud9 Daily Restore is designed for the long haul, allowing users to incorporate it with less behavioral resistance.

Additionally, Cloud9 Daily Restore appears in multiple affiliate roundups due to its cross-demographic usability. Whether the audience is focused on age-specific health, performance support, or post-holiday liver care, the product’s non-specific but universally beneficial formulation earns it credibility across contexts. Those seeking deeper ranking logic can Explore the Liver Health Supplement Reviews for Cloud9 Daily Restore to see how it measures up among competitors.

The Science or Technical Framework Behind Liver Health Supplements

In 2025, liver health supplementation is no longer simply about herbal detoxing. Modern consumers are demanding scientifically credible, bioactive-based solutions that engage multiple support systems. Cloud9 Daily Restore adheres to this evolving standard by leveraging pathways that influence inflammation moderation, micronutrient balance, bile flow, and oxidative protection. It bridges the gap between traditional herbalism and modern functional science.

The product’s technical framework is influenced by systems biology, which recognizes that liver performance impacts everything from immune signaling to hormonal stability and energy conversion. Cloud9 Daily Restore adopts this holistic view and reflects it in the design – its ingredients target broad pathways rather than hyper-focusing on any single liver marker. This balanced targeting minimizes the risk of overcorrection or adaptation fatigue, both of which have become points of concern in today’s supplement space.

Another scientific advantage is Cloud9 Daily Restore’s use of ingredient synergies. Many liver formulas rely on single-agent dominance, which can stress the body or fall flat in dynamic environments. In contrast, Cloud9 Daily Restore features combinations that reinforce each other’s bioactivity. This strategy increases real-world usability, especially for those with variable sleep, diet, or hydration patterns.

Consumer-sourced feedback supports this scientific approach. Reviewers report high tolerability, no crash symptoms, and steady usage across different times of day. For many, the supplement’s ability to blend into real life – not dominate it – is what makes it a standout. These consumer insights reinforce what industry insiders are seeing across platforms: daily liver support now requires a broader model. Readers curious about this evolution often Read the Expert Breakdown of Cloud9 Daily Restore to gain a fuller view of its development logic.

Who Might Consider Trying Cloud9 Daily Restore

Cloud9 Daily Restore has been designed with a user-inclusive mindset, and that inclusivity extends across multiple consumer archetypes. For aging adults, the supplement presents a non-invasive way to support liver function without having to juggle multiple pills, powders, or synthetic interventions. Its ease of use makes it especially appealing for those managing several wellness goals simultaneously – such as brain health, joint care, or cardiovascular balance.

Younger professionals and high-performance individuals also fall within Cloud9 Daily Restore’s demographic reach. This group often faces invisible burdens like late-night screen exposure, alcohol intake at networking events, and inconsistent sleep. For them, a non-disruptive, non-stimulant liver health option becomes not only relevant but essential. It fits into their productivity mindset while acknowledging the physiological consequences of that lifestyle.

Parents, caregivers, and multitasking home managers form another segment. This audience values supplements that require minimal explanation, supervision, or time commitment. Cloud9 Daily Restore can be added to a routine with no elaborate protocol or planning, which appeals to those already stretched thin by daily responsibilities.

Even wellness newcomers have found Cloud9 Daily Restore inviting due to its low-pressure positioning. Without promises of extreme cleansing or weight fluctuations, it offers gentle reinforcement that feels manageable. Its friendly visual branding and straightforward identity reduce the intimidation factor many supplements bring. For these reasons, many first-time wellness buyers opt to See Why Cloud9 Daily Restore Was Ranked Among the Best in their online research.

Questions Consumers Frequently Ask About Cloud9 Daily Restore

One of the most common questions revolves around how Cloud9 Daily Restore fits into an existing supplement routine. The answer depends on individual habits, but most affiliate guidance confirms that the product is neutral enough to blend well with multivitamins, hydration formulas, and cognitive support stacks. Its non-aggressive profile makes it safe for daily integration without major interactions.

Another frequent inquiry concerns the time of day best suited for taking the product. While the supplement is not stimulant-based, some users find it preferable to take in the morning as part of a health habit stack. Others integrate it in the evening, particularly those avoiding digestive competition during the day. The key takeaway is flexibility – it adapts to user schedules without requiring fixed timing.

Many consumers ask how long it takes to notice support-related differences. Since Cloud9 Daily Restore is not designed as a therapeutic agent, the goal is not acute reaction but long-term reinforcement. Most users report a sense of internal “clarity” or “lightness” after two to four weeks of consistent use, especially when paired with hydration and whole-food meals.

Product compatibility is also frequently discussed. Cloud9 Daily Restore’s ingredient design avoids common allergens and does not contain synthetic binders or fillers, which makes it accessible to those with dietary sensitivities. It’s suitable for users adhering to wellness trends like clean-label living, minimalist supplementation, or functional health stacking.

Some users also want clarity on whether this product is gender-specific. The answer is no – while hormone processing differs between men and women, liver detoxification systems share enough commonality to support broad applicability. This inclusiveness contributes to the product’s rising popularity in diverse consumer profiles.

Why Cloud9 Daily Restore Fits the 2025 Innovation Model

As functional wellness continues to dominate consumer spending in 2025, Cloud9 Daily Restore is a blueprint for how supplements can evolve alongside user values. It adheres to a clean-label protocol, emphasizes daily simplicity, and integrates with modern stress cycles and health goals. It avoids aggressive marketing and instead frames itself as a thoughtful tool – one designed to gently complement the body’s needs rather than command them.

Its alignment with macro-trends like longevity, bio-adaptation, sustainable routines, and environmental detox make it a natural fit for forward-thinking wellness buyers. The product also embodies the rise of hybrid support – where a supplement serves not just one goal but plays a role in hormonal, digestive, and energy-related balance. This systems-level thinking is becoming the gold standard in 2025’s innovation landscape.

The demand for non-disruptive wellness is no longer niche. It is being echoed in consumer surveys, affiliate trends, and purchasing behavior across platforms. Cloud9 Daily Restore is among the few liver support options that captures this spirit, offering a smart, self-paced solution that honors the complexity of today’s health climate. Users eager to align with this ethos often Learn More About Cloud9 Daily Restore through expert content and community review platforms.

Contact & Company Info

Email: info@trycloud9.com

Order Phone Support: 1-833-9CLOUD9

For more details, See Full Comparison at Cloud9 Daily Restore.com

Final YMYL, FTC & FDA Compliance Disclaimer

This article is intended for informational and educational purposes only. It does not constitute medical advice, diagnosis, or treatment, and should not be used as a substitute for consultation with a licensed healthcare professional. Always speak with your doctor or a qualified health provider before starting any new supplement, especially if you have a medical condition, are taking medications, or are pregnant or nursing.

The product discussed – Cloud9 Daily Restore – is a dietary supplement not evaluated by the Food and Drug Administration (FDA) and is not intended to diagnose, treat, cure, or prevent any disease. Statements made in this article are based on publicly available information, affiliate commentary, and consumer experience. No health claims beyond general support have been validated by regulatory authorities.

This article includes affiliate links, meaning the publisher may receive a commission at no additional cost to you if you choose to purchase through those links. This disclosure aligns with the Federal Trade Commission (FTC) requirements for transparency in advertising and digital affiliate marketing.

In accordance with Google’s Your Money or Your Life (YMYL) content quality standards, this article avoids exaggerated claims, uses cautious language, and is written with an emphasis on accuracy, transparency, and consumer safety. The content is structured to act as a wellness guide – not a sales pitch – and reflects current best practices in supplement reporting and affiliate editorial strategy.

For the most accurate product specifications, updates, and safety information, readers are encouraged to Visit the Official Cloud9 Daily Restore Website.

Source: Cloud9

If you’ve been scrolling through TikTok recently, you’ll have no doubt seen the lists. Oat milk. The pill. Skipping breakfast. No days off. Add to that, 75 hard. 10k steps. Running marathons, you’ve found yourself at the heart of the platform’s latest viral trend. Welcome to the “propaganda we’re not falling for.”

For the unalgorithmed, allow me to explain. Racking up over 26M posts and counting, this latest online trend is all about calling out the viral products, services and routines which promise us happiness and fulfilment, but which users claim may actually be causing more harm than good.

Part of the wider “deinfluencing” movement, which has been gaining traction since @sadgrlswag catapulted the term into our vocabulary in January 2023, it’s important to note that the “not falling for” trend isn’t just about wellness. Anything from ChatGPT to Labubu Dolls could make it onto the lists of overhyped items we should (according to TikTok users) *not* be buying into.

But where lists of bad texters, five finger shoes and temu makeup all have a satirical and light-hearted quality, there is a noticeably more serious and rebellious tone to the videos which take on the trillion-dollar world of living “well”.

As a health writer, it’s conflicting to watch. On the one hand, some of the items on the lists of so-called wellness “propaganda” have genuine health benefits. Take running, for example, which has been shown in numerous studies to support both our physical and mental health, boosting mood, productivity, muscle tone and cardiovascular function. Or protein-rich diets, which research has found to reduce inflammation, regulate insulin levels and support digestion and metabolism, particularly for women with hormonal disorders, such as PCOS.

And yet, amidst such a noisy world of online wellness content, it’s easy to see how women are becoming sceptical of even the most well-evidenced of trends. With research indicating that 90% of influencer-shared weight management advice is inaccurate or misleading, and so-called ‘skinny influencers’ such as Liv Schmidt regaining traction online, it’s never been more difficult to separate fact from fiction when it comes to our health.

So, how and when did online wellness become so messy? How did an industry built on helping us to feel our best lead so many of us down a path of exhaustion, burn out and eventual rejection? To find out what’s really going on, and how we can still engage with wellness content in a way that feels, well…healthy, we spoke to three qualified experts working at the heart of the industry.

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Intrigued? Keep scrolling. And if you’re someone who finds themselves influenced by the latest TikTok trends, you might want to check out our deep dives into the viral silent walking and feminine urge to do everything trends.

What is the viral “propaganda I’m not falling for” TikTok trend?

At its core, the “not falling for” trend is a digital mood board of the habits, hacks and health advice users are choosing to opt out of. Dominated by female voices, the trend has gained serious momentum in recent weeks, with new videos appearing on our feeds daily.

In true TikTok fashion, the trend has sparked a counter-movement, with other creators sharing the “propaganda” which they’re proudly falling for. Think cold plunges, matcha lattes and morning journaling, the trend has evolved into a kind of online tennis match, with users volleying between rejecting and embracing the very same habits.

What constitutes wellness “propaganda”?

If the last time you heard the term “propaganda” was a GCSE history lesson, allow me to refresh your memory.

Defined by the Oxford Dictionary as “information, especially of a biased or misleading nature, used to promote a political cause or point of view,” propaganda traditionally brings to mind leaflets and emotive speeches.

For the purposes of this latest TikTok trend, however, we’re talking about any lifestyle product, routine or philosophy which has gone viral under the guise of self-betterment, but which users claim is doing more harm than good. From skipping breakfast to the “no days off” mentality, the lists are often reflective of the modern female experience and serve as a direct rejection of the culture of performative wellness.

Why Has The “Not Falling For” Trend Gone So Viral?

“The not falling for trend speaks to the saturation of wellness and lifestyle guidance, and health guru content, which we see extensively circulated on TikTok and Instagram,” explains Dr. Rachael Kent , Digital Health Expert and Senior Lecturer at King’s College London. “Its popularity really illustrates just how difficult it is for us to differentiate reputable, medically accurate health information from misinformation and harmful content.”

Psychotherapist, Charlotte Braithwaite , agrees, adding that the domination of the trend by female creators “says a lot about the historical weight of societal conditioning placed on women’s bodies, behaviour and self-expression. The trend demonstrates that women are starting to critically interrogate the norms and narratives that have been sold to them under the guise of wellness, productivity and desirability.”

For Trauma, Nutrition and Intimacy Coach, Orla Swan , it’s the simplicity of the trend which has made it so powerful. “Wellness has become full of overcomplication and misinformation,” she explains, “so to see women pushing back with such bold statements is a sign that more of us are valuing how we feel over how we look.”

Why Are We Experiencing So Much Wellness “Propaganda” Right Now?

It’s no coincidence that wellness “propaganda” has reached a fever pitch. According to the experts, the explosion of bite-sized health advice on platforms such as TikTok and Instagram is a direct consequence of a post-pandemic world in which social media has become a go-to health resource .

“Increasingly, we’re relying on social media as a key wellness tool, but of course, it’s unregulated, informal and comes with a lot of misinformation,” explains Kent. “Digital platforms are built on the currency of attention, which means that the algorithm pushes content based on its curation, rather than the evidence behind it. With so many creators looking to build a profile and using social media as a profession, we’re seeing an increasing amount of wellness information being used to sell products rather than to genuinely educate the public.”

Braithwaite concurs. “In a world that feels increasingly fragmented, wellness has offered spaces of education and community for many women. The problem is that in many cases, the industry has tried to package complex human needs into consumable solutions, promising to provide a quick fix, without actually fixing much at all. What’s being sold here isn’t wellness, but the illusion of it: curated aesthetics, rigid routines and a sense of superiority disguised as self-care.”

Are There Any Downsides To The Trend?

But what about the genuinely healthy habits which are being billed as propaganda by the “not falling for” trend? While it’s very easy to dismiss every new wellness trend as propaganda, it’s equally important to recognise that some habits, such as running, Pilates and balanced nutrition, really do work.

“I worry that in rejecting some of this ‘propaganda’, we throw out genuinely beneficial practices,” explains Braithwaite. “While rebellion is important, so is integration. Not everything that’s popular is propaganda, which is why it’s important to distinguish between the trends which you’re following because they’ve been externally imposed as something which you ‘should’ be doing, and which of the trends you’ve adopted because they align internally with who you are and what you enjoy.”

So, How Can We Control The Wellness Content We Consume On Social Media?

Hopefully, if you’ve read this far, you’ll have learnt a thing or two about why the online wellness landscape has become such a confusing and polarising space. But you might be left wondering what, besides deleting your apps altogether, you can actually do to protect yourself from wellness information online. Because the reality is that with 7.4 million of us sitting on NHS waiting lists, and only 5% of global research funding going towards women’s health, social media provides an accessible, personal and relatable forum for us to take our health into our own hands.

For this, we turn to Braithwaite, who shares her top tips for building a supportive and evidence-based social media feed.

1. Check in with your body, not just your brain

“If consuming a piece of wellness content leaves you feeling anxious, ashamed, or ‘not enough’, it’s a red flag,” explains Braithwaite. “True wellbeing content should feel expansive, grounding, or gently motivating – not punishing, shaming or fear-inducing.”

2. Notice the tone, not just the topic

According to Braithwaite, “wellness advice framed as rules, hacks or rigid routines often disguises control-based thinking. Be wary of content that sounds moralistic or absolute. Real wellness is nuanced and deeply personal, not one-size-fits-all.”

3. Ask yourself – ‘Is this marketing? Or medicine?’

“Much of what’s online is selling – whether it’s a product, identity or lifestyle,” cautions the expert. “Before internalising advice, pause and ask – is this content trying to help me understand myself? Or trying to make me buy something or become something I am not?”

4. Consume consciously – and don’t be afraid to cull

“Tidy your feed like you would your home. Unfollow accounts that trigger comparison, shame or scarcity thinking (even if they’re popular or well-meaning).” Instead, Braithwaite suggests that we follow people who promote self-reflection, self-trust and figuring it out for yourself.

5. Stay connected to your ‘why’ (not just the ‘what’ they may be saying)

If you feel like you’re being caught up in the rush of endless wellness trends, Braithwaite suggests taking a moment to ask yourself “’Why am I doing this? Does it come from care, or fear?’ When your motivation is rooted in self-inquiry, you’re far less likely to slip into obsession or restriction,” she explains.

6. Be mindful of binary black-and-white thinking

“Extremes sell,” says Braithwaite. “But they rarely support sustainable change. If content is all about cutting things out, never missing a workout, or moralising food, it’s likely fuelling perfectionism, not holistic wellbeing”, which she reminds us is almost always nuanced.

7. Give yourself permission to evolve

Braithwaite serves us an important reminder here. “What worked for you before may no longer serve you in another season of life. Psychologically, growth often involves shedding identities or habits that once felt served us, but then become restrictive. You’re allowed to change your mind.”

8. Prioritise inner over outer validation

“If your wellness practice only feels worthwhile when it’s seen, tracked, or posted, ask yourself who you’re really doing it for,” concludes Braithwaite.

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In the United States, the beauty industry is expected to generate $104.7 billion in revenue in 2025.

As the concept of beauty continues to evolve, the industry has been quick to react to the demands of consumers. Personal care companies are using technology and science in innovative ways, all with the hope of winning new customers.

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Here are the top trends impacting the beauty, cosmetics, and personal care industries in 2025 and beyond.

1. Continued Emphasis On Natural and Organic Ingredients

According to the Environmental Working Group, the average person applies nine personal care products to their body daily. One-quarter of women apply 15 or more products each day.

In just nine products, there’s an average of 126 unique ingredients.

Recent survey data shows that more and more women are questioning what exactly those chemicals are and what they mean for their bodies and the planet.

More than 65% of consumers are looking for environmentally friendly brands, and 55% are willing to pay more for sustainable products.

Consumers are paying attention to the values and sustainability efforts of beauty brands.

Ingredients are a big part of sustainability for consumers.

In fact, a recent report from Nosto said that 68% of people are looking for products described as “clean” and 59% of people are influenced by products that are described as “natural and organic”.

The global market value for natural beauty and cosmetics is poised to grow to $59 billion dollars by 2031.

Dozens of beauty brands are already jumping on the trend to create sustainable, natural, and organic products.

Search volume for “sustainable skincare” has increased 100% in the past 5 years.

Estimates show almost one-third of beauty products are now labeled “clean” and that number is predicted to increase 12% by 2027.

Walmart recently launched a clean beauty shop that offers 900 products that are free from ingredients on the store’s “Made Without List” like formaldehyde and PFAS.

Walmart hopes to make it easier for customers to find beauty products that align with their values.

That underlines just how mainstream clean beauty has become. Walmart’s website receives 527 million monthly visitors, and is one of the top 20 most visited sites in the US.

💅 What’s Trending in Beauty Right Now

This article explores the biggest beauty trends shaping the future, but if you want a glimpse into what consumers are buzzing about right now, here’s a live feed of the top trending beauty topics. Pulled straight from our real-time Exploding Topics engine.

Trending Topics

Now that you’ve seen what’s hot, here’s what’s coming next…

2. Hyper-Personalization with AI and AR

Research from McKinsey shows that 71% of today’s consumers expect to receive a personalized experience when they shop.

McKinsey’s research shows that personalization can have a direct impact on the customer life cycle.

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Nearly 80% of consumers are more likely to make repeat purchases from a company and recommend that company to a friend or family member if the company provides a personalized experience.

Industry research shows that consumers are increasingly demanding personalized products.

More specifically relating to the beauty industry, 58% of shoppers say they are more likely to buy from a business that offers an online quiz to recommend specific beauty products for them.

And, 45% of respondents say they are more likely to purchase from a business that offers a virtual reality or AI experience that allows them to try out a product online.

Beauty brands are implementing these personalized experiences in high-tech ways.

Haircare company Prose invites customers to take a 25-question quiz and then analyzes over 80 factors to create custom formulas for shampoo, conditioner, and other hair care products.

Search volume for “Prose Hair” is up 208% over the past 5 years.

The tech company Revieve has created several AI/AR-powered interactive modules as part of their Digital Health-Beauty-Wellness Platform. This covers customers interested in skincare, makeup, sun protection, and nutrition.

Beauty corporations like Murad, Living Proof, Ulta Beauty, and Schwan Cosmetics have recently partnered with Revieve to provide true-to-life try-on opportunities and personalized recommendations.

In late 2022, JCPenney began offering an AI skincare advisor and AR makeup try-on experiences for customers.

Other beauty brands are combining tech solutions with the latest skincare science to offer personalized products.

For example, Pure Culture Beauty offers an at-home skin test that measures skin type, skin condition, and the health of the skin barrier. Customers also answer a series of questions about their concerns, lifestyle, and environment.

The test takes 20 minutes to complete, and results can be uploaded directly to the Pure Culture Beauty website. After that, customers are given the option to purchase custom skincare formulas based on the results of their analysis.

On top of that, AI-powered skin analysis tools are becoming more popular in beauty and skincare hyper-personalization because they can scan skin in real-time to assess conditions like acne, hydration, or aging.

Many of the top beauty brands like Cetaphil, L’Oreal, and Perfect Corp. have developed AI skin analysis tools to deliver instant product recommendations. According to Semrush, “AI skin analysis” searches have increased by 201.5% over the past 12 months.

Search volume for “AI skin analysis” is up 1,071% since 2020.

For an even more personalized skincare test, consumers can order the microbiome test from Dr. Elsa Jungman.

Consumers take a swab of their facial skin and send it back to the company. The sample is analyzed and tested for the top 10 bacteria and fungi that are commonly found living on the skin. Personalized recommendations are provided after the results become available.

The microbiome test looks for good and bad bacteria and fungi on the skin.

3. Biotech Innovations with a Focus on Sustainability

The use of science in the beauty industry is nothing new. But the current biotechnology trend is taking the science of beauty to a whole new level.

This trend pairs directly with the megatrend of sustainability.

Search volume for “sustainable beauty” is up more than 200% since 2019.

Most often, it’s not sustainable to grow beauty ingredients on a large scale. There’s considerable land destruction, water usage, and pollution.

However, the biotech movement is prompting researchers to find beauty ingredients that already exist in organisms in nature. Then they are able to replicate that natural process and mass produce ingredients in a lab.

For instance, skincare company Algenist uses biotech methods to manufacture their patented ingredient, Alguronic Acid.

The ingredient was originally found in microscopic algae. The algae use the compound to protect and regenerate their cells all while living in some of the harshest environments on the planet.

Algenist uses Alguronic Acid in several of their products like lip balm and collagen serum.

Data from Algenist shows the ingredient improves overall skin health by 51% and reduces the appearance of fine lines and wrinkles by 35% in 12 weeks.

Evolved By Nature is another skincare company using biotech research to bring sustainable compounds into its products.

Search volume for “Evolved by Nature” is up 225% over 2019.

In October 2022, the company released its Barrier Redux Emulsion featuring Activated Silk 33B as a main ingredient.

It’s made from isolating peptides in renewably-sourced silk protein and serves as a replacement for petroleum-based ingredients. The activated silk helps the skin to protect itself and hold onto hydration while also being able to breathe.

Activated silk is a sustainable way to replace petroleum-based ingredients like ceramides, dimethicone and liquid plastic acrylates.

The company has raised $190 million in funding, including a $120-million round in June 2022.

The biotech trend is even catching on with large personal care corporations like Unilever.

The company announced a partnership with a San Diego-based biotech firm called Geno in mid-2022.

Geno uses a fermentation process to create surfactants used in beauty products. Like other biotech beauty products, their ingredients are seen as an alternative to non-sustainable ingredients like palm oil and fossil fuels.

In early 2023, L’Oreal announced they’d be joining the partnership as well.

Geno’s biotech ingredients have been used in personal care and fragrance products.

4. Beauty Sales and Brand Engagement on TikTok and Instagram

Experts say nearly half of all social media users will make at least one purchase on a social platform this year.

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In 2025, the average shopper on social media will spend $800 on social commerce each year.

Notably, consumers between the ages of 18 and 44 are the most likely to make a purchase on social media.

And beauty products are one of the top things they buy directly on social media, second only to clothing.

TikTok and Instagram continue to be incredibly popular apps for beauty brands and consumers.

Search volume for “TikTok makeup” has skyrocketed in 2020 and has remained high since.

Nearly 60% of users have made a beauty purchase after seeing the product on social media and, specifically, 89% of TikTok users have made a beauty purchase after seeing a product on the platform.

When it comes to beauty products, TikTok and Instagram are the most popular platforms for social commerce.

On Instagram, health and beauty brands continue to drive engagement, making up the second-largest product category on the platform. Once again, that’s second only to apparel.

Even so, TikTok is the prime platform for beauty. The average engagement rate for beauty influencers on the platform is a whopping 7.52%. Instagram comes in second with 1.87% engagement rate.

Truly Beauty is one brand that’s recently leveraged TikTok to build their DTC skincare business.

Search volume for “Truly Beauty” has jumped more than 433% in the past 5 years.

Between 2020 and 2021, the brand gained 1 million followers on TikTok.

As of early 2025, they’ve grown their following to 2.6 million.

TikTok videos from Truly Beauty get 81+ million likes.

According to the company’s social media manager, utilizing user-generated content was a big part of their growth on social media.

They’ve also tapped into trends like ASMR and have taken a direct approach to sensitive skincare topics.

On Instagram, influencers and user-generated content has also proven its value in driving sales.

There are more than 1,200 beauty influencers on the platform.

In one example, a beauty influencer was gifted skincare products from Soft Services. She loved the products, created a non-ad post about them, and Soft Services saw their product sales soar to 3x over estimates.

The beauty influencer’s post had more than 54,000 likes.

5. Demand for Men’s Beauty Products

TikTok has also been a key driver in another beauty trend: male grooming.

The hashtag “#mensskincare” currently has approximately 1.9 million views on TikTok.

Search volume for “men skincare routine” has increased by 857% in the past 5 years.

The market is expected to grow to $110 billion by 2030.

In one study, 56% of men reported buying more skincare products today than they did five years ago.

Ipsos reports many men are also diving into male cosmetics and makeup.

Currently, 15% of US males aged 18-65 use these products and 17% would be willing to try it in the future.

According to the report, the main reasons men give for using beauty products are enhancing their general appearance, improving the texture and appearance of their skin, and looking younger.

A large percentage of men have adopted a daily skincare routine.

Atwater is a men’s skincare brand that was launched by beauty expert Chris Salgardo in 2022.

The goal of the brand is to provide a simple, yet effective, lineup of products for men.

For instance, the company’s starter set provides a face cream, a face scrub, a body bar, and a moisturizer.

The brand also recently partnered with motorcycle brand Ducati to create a limited-edition bar soap.

Proceeds from the sale of the bar soap support RxART, a non-profit that provides uplifting visual art in children’s hospitals.

Even eCommerce giant Manscaped, which was originally just a hair-trimmer brand, now sells a range of skincare products for men.

Search volume for “Manscaped” is up 253% in the past 5 years.

For instance, the brand’s premium packages include skincare and haircare products like body wash, body spray, lip balm, and deodorant.

Manscaped offers several skincare options formulated with vegan ingredients.

6. Calls for More Diversity and Inclusion

As companies in various industries have begun to address injustices throughout society, consumers are demanding changes from beauty brands too.

Even though 43% of beauty consumers say they enjoy seeing different types of beauty in ads, data shows that nearly 1 in 5 consumers feel left out of beauty advertisements. That number represents 25% of Gen Zers.

Mintel’s survey showed that 25% of Gen Z consumers feel like they’re not represented in beauty ads.

Consumers are calling for beauty brands to feature more plus-size models, unconventional types of beauty, various genders, and diverse sexual identities in order to promote inclusivity in the industry.

Racial bias in beauty is especially worrisome to consumers.

McKinsey reports that Black brands account for just 2.5% of revenue in the industry, but Black consumers make up more than 11% of beauty spending.

Their data also shows that Black consumers are 3x more likely to be upset with their options for beauty products like skin care, hair care, and makeup.

Black consumers often have difficulty finding the beauty products they need.

Vitamin E and vitamin C are especially desired by Black skincare consumers.

Surveys show 18.6% increase in interest in vitamin C and a 11.9% increase in interest in vitamin C among the Black consumers as compared to interest in American consumers overall.

In order to provide Black consumers with the products they need, a Senegalese American named Diarrha N’Diaye launched the beauty brand Ami Cole in 2021.

Search volume for “Ami Cole” has jumped 657% in the past 5 years.

N’Diaye previously worked at Glossier but found that their products were too limiting for consumers with melanin-rich skin.

Each Ami Cole product is offered in a variety of rich shades.

Her company aims to provide products so that consumers can achieve a no-makeup look in a wealth of shades.

Ami Cole secured $1 million in pre-seed funding and brought in $2.5 million in revenue in 2022.

One of the best-known multicultural makeup lines, Fenty Beauty, continues to emphasize diversity and inclusion in their product lines and marketing.

The company features plus-sized models in advertising, offers gender-neutral products, and features more shades than nearly any other beauty company.

The brand continues to evolve and now features 50 shades of foundation and concealer to offer nearly all consumers the chance to have their makeup match their complexion.

Fenty’s social media feeds feature a wide variety of consumers.

While Fenty began with makeup, the company now sells skincare products and fragrances in addition to their signature beauty line.

Estimates say the company is worth $2.8 billion.

Conclusion

That’s it for our list of important beauty industry trends for 2025-2026.

Technology and societal issues have impacted the beauty industry in a big way over the last few years. In many ways, the most powerful voices have come from consumers who are calling for change. Whether that’s looking for new products or demanding more natural ingredients, brands are listening. And, they’re finding new ways to engage customers on social media and via AI/AR applications.

We can only expect to see more innovation and change in this space heading into the coming months.

Next, check out the top beauty gadgets trends.

To millennials and Gen Zers, wellness has become a daily, personalized practice rather than a set of occasional activities or purchases.

As this shift takes hold, it’s influencing the direction of the $2 trillion global wellness industry, which is expanding beyond its core categories. Even though younger demographics may be pushing the industry forward, older consumers, too, are becoming more interested in an expanding definition of wellness.

In our fourth year fielding our Future of Wellness research, which focuses on six dimensions of wellness—health, sleep, nutrition, fitness, appearance, and mindfulness—we surveyed more than 9,000 consumers across China, Germany, the United Kingdom, and the United States. Two big ideas stood out in this year’s research: Younger consumers are conceptualizing wellness in new ways, and wellness is showing up in new places.

Our latest findings reveal the ways in which younger consumers are redefining the landscape, the five consumer segments that make up today’s wellness customer base, and six subcategories poised to grow.

Younger generations are spending disproportionately on wellness

Wellness is more important to consumers than ever. In the United States alone, we estimate that it represents more than $500 billion in annual spend, growing at 4 to 5 percent each year. (Despite macroeconomic volatility through the first half of 2025, we believe the wellness category is resilient. See the sidebar, “How resilient is the wellness space?”) Meanwhile, 84 percent of US consumers say wellness is a “top” or “important” priority (in the United Kingdom, that figure is 79 percent, while it soars to 94 percent in China).

How resilient is the wellness space? In surveys, consumers typically say they plan to reduce discretionary spending if their finances worsen. But we believe wellness is a resilient category, for a few reasons. One, wellness has become a high priority: Consumers say that in the event of an economic downturn, they are less likely to cut spending across a range of wellness subcategories than they are on other consumer spend buckets such as clothing, entertainment, and home decor (exhibit). We also know that during the Great Recession, sales of vitamins and supplements grew 6 percent in the United States from 2008 to 2009, while US GDP fell by 3 percent. Fast-forward to 2020, and the vitamins and supplements market again defied market trends, growing 10 percent while the overall market contracted 2 percent, though this was of course linked to health concerns spurred during the COVID-19 pandemic. This category continued to thrive despite trade-down behavior, since the cultural shift toward health and wellness served as a stronger tailwind against broader macroeconomic headwinds. Health and wellness players and investors can insulate themselves from an economic downturn through diversified portfolios with exposure to resilient categories.

Younger generations especially are increasingly prioritizing wellness. Nearly 30 percent of Gen Zers (people born between 1997 and 2012) and millennials (born between 1981 and 1996) in the United States report prioritizing wellness “a lot more” compared with one year ago, versus up to 23 percent of older generations. This may be due to several factors: Younger generations self-report higher levels of burnout and worse overall health compared with older people but are also more exposed to health-related content on social media (where they are more likely to be influenced to make a wellness-related purchase than older generations are).

The burgeoning prioritization of wellness is translating into dollars spent. While Gen Zers and millennials make up just over a third (36 percent) of the adult population in the United States, they drive more than 41 percent of annual wellness spend. Compare that with consumers aged 58 and older: These consumers make up 35 percent of the population but only 28 percent of wellness spending. To be sure, older consumers still represent a meaningful opportunity for wellness players, especially in advanced markets with aging populations.

Gen Zers and millennials are not a homogenous group; there are nuanced differences in their perspectives on wellness. For example, although both groups rank sleep and health as their top two wellness priorities (but in a different order), Gen Zers give “better appearance” the number three slot, whereas millennials care more about mindfulness (Exhibit 1).

Together, Gen Z and millennials’ wellness needs diverge from those of Gen Xers and baby boomers. For example, younger consumers place higher importance on sexual health and skin and hair care than older generations do (Exhibit 2).

Despite the wellness sector’s growth over the past several years, consumers report that some of their wellness needs—including cognitive health, mindfulness and mental health, and longevity—remain unmet. Younger consumers, particularly Gen Z, report feeling these gaps more strongly than other age groups, especially when it comes to mental, cognitive, heart, and gut health.

There are a number of reasons for these gaps. In the United States, younger consumers self-report feeling “almost always stressed” at a higher rate than other generations (40 percent of Gen Z versus 23 percent overall), which may contribute to higher levels of dissatisfaction with existing mental health solutions. A mismatch in product marketing and positioning could also contribute to the need gaps: Heart health and cognitive solutions may be targeted toward older consumers, even though younger generations also have unmet needs in these areas. Social media exposure could also magnify the importance of some subcategories, such as gut health.

There are also differences in how younger and older consumers spend across wellness categories. While purchase rates for essential consumer health categories (such as oral care, cough and cold medication, and personal hygiene) are similar across demographics, younger consumers tend to purchase across a wider range of discretionary products (Exhibit 3), including health-tracking devices, massage tools, IV drips, and beauty and mindfulness apps. They are more open to experimentation and interested in testing digital solutions. Older generations, for their part, overindex on a smaller subset of health products such as vitamins, analgesics, and eye care but underindex on most discretionary categories. This could be because older consumers may be less familiar with newer wellness offerings.

A common question arises when analyzing Gen Z spending habits: Will Gen Z’s preferences shift to resemble those of older generations over time, or will they redefine norms for all consumers as they grow older?

A look at spending across wellness categories offers some clues. Gen Zers and millennials purchase more types of wellness products and services per year than older adults. Some are connected to specific life stages (such as infant care and menstrual products), so spending on these products will decrease as Gen Zers and millennials age. But consumers in all age groups are also spending heavily on other products and services—such as health-tracking devices, wellness retreats, and energy drinks—that are not tied to particular life stages, indicating a broader cultural shift in how people think about wellness.

Our survey finds that younger generations today are more likely to travel for wellness retreats (trips intended to improve mental, physical, or spiritual well-being), for example, though more travel players are now tailoring their services to older consumers, too, such as by offering off-season wellness retreat packages targeted to retirees. This suggests that many of the wellness preferences of younger consumers today could become mainstream across all age groups.

Wellness consumers can be grouped into five segments

While it’s helpful to understand how different generations think about wellness, businesses interested in entering the wellness space should also consider a range of demographic and attitudinal factors to better target and service consumer groups.

Our research finds that consumers tend to fall into five different wellness segments: maximalist optimizers, confident enthusiasts, health traditionalists, health strugglers, and wellness shirkers. Building on our previous research, this consumer segmentation considers a broader range of consumer attitudes toward health and wellness, recognizing the rapidly evolving and expanding nature of the category. (The following segments are listed below according to their enthusiasm for and prioritization of wellness in their lives.)

Gen Z and millennials are more likely to be maximalist optimizers, digitally savvy consumers who experiment with a wide range of health and wellness products and conduct extensive research to find what works for them. This consumer segment represents roughly 25 percent of wellness consumers and more than 40 percent of market spend. They seek out solutions that are science-backed and look to doctors for advice, though they are also more likely to be influenced by social media than other segments are. They are twice as likely as the overall population to use natural and alternative products, as well as cutting-edge digital technologies and health-tracking devices—if they have confidence that the products will work for them. They prioritize quality over price, ranking it their top buying factor, while actively seeking out products that address their needs and deliver value.

Confident enthusiasts, who account for the smallest share of wellness consumers (11 percent) and 15 percent of market spend, heavily prioritize wellness but are more self-assured than maximalist optimizers. They are fitness-obsessed, purchasing gym memberships, fitness apps, at-home fitness equipment, and sports nutrition products at higher rates than other consumer groups do. They tend to conduct extensive research before purchasing wellness solutions but stick with what works for them once they find it, making them a high-lifetime-value segment for the brands that make it into their wellness routines.

To win with maximalist optimizers and confident enthusiasts, health and wellness players should communicate the science behind their offerings in an accessible way. This requires building a strong presence in the channels that resonate most with these consumer segments: video (both nonlinear and traditional television), digital customer reviews, and social media advertising.

Health traditionalists tend to be older consumers who care about health and wellness but prioritize simplicity and practicality. They make up 20 percent of wellness consumers and 13 percent of market spend. Their focus is on eating healthfully, taking vitamins and supplements, and maintaining an exercise regimen, but they are less open to experimentation or novel technologies or solutions, such as weight management prescriptions, telehealth services, or AI-enabled products. Earning this consumer’s purchase is all about delivering on the basics. They are not likely to purchase a wellness product because something is new or cool. Instead, health traditionalists laser in on nutrient and ingredient labels. Wellness players should position themselves accordingly and emphasize high-quality and clean ingredients when appropriate.

Health strugglers and wellness shirkers place a lower priority on health and wellness solutions. They account for 24 percent and 20 percent of consumers, respectively, and 22 percent and 10 percent of market spend, the smallest share of spend of any group. Strugglers spend slightly more on wellness than traditionalists but tend to feel stressed about their health and struggle with motivation, particularly when it comes to maintaining or losing weight. They may have health and wellness goals but are more likely to struggle to meet them. Making it easier and less intimidating for these consumers to manage their health is key. Break down service offerings or create incentives to improve motivation and accountability (gamification is one example for how to do so). Wellness shirkers, on the other hand, are less interested in monitoring their health, buy only the essentials, and are very price sensitive.

Six areas of growth in the wellness space

Several of the health and wellness trends we identified in previous years, including a growing focus on women’s health, health at home, and biomonitoring, remain relevant today. In addition to these trends, notable pockets of growth stood out in this year’s survey results: functional nutrition, healthy aging, appearance and aesthetics, in-person wellness services, weight management, and mindfulness.

1. Functional nutrition 2. Beauty 3. Longevity 4. In-person experiences and wellness travel 5. Weight management 6. Mental health

As wellness continues to evolve from a niche interest into a mainstream lifestyle priority, Gen Z and millennials are setting the pace—reshaping expectations and pushing the boundaries of what wellness means. Other generations, too, are adopting an expanding definition of wellness. To position themselves for success, businesses across consumer subsectors should consider three imperatives:

Break barriers: Wellness is about consumer need states more than about categories. Create integrative solutions that connect products, services, and digital tools to help consumers solve their wellness needs holistically. A weight loss solution could be bundled with a digital weight management app, featuring live nutritionist consultations and healthy-meal subscription offerings, for instance.

Emphasize expertise: Consumers are gravitating toward products and brands that signal scientific expertise. Science- or data-backed claims and trusted recommendations can differentiate one offering from the next and help consumers build confidence that a given solution will deliver results.

Deliver value: Every brand and retailer (regardless of price point) should deliver “value” to the consumer. Consumers define value in different ways; it is not only about price but also about product quality, value for money, efficacy, and availability. Wellness players should not focus solely on pricing growth but ensure their products serve unmet needs.

Together, these imperatives can help wellness players achieve healthy growth. Those that act now to serve unmet consumer needs, earn customer trust, and deliver real value can turn today’s tailwinds into tomorrow’s competitive edge.

At the start of the decade, consumers adopted a slew of new behaviors—almost overnight—in response to the COVID-19 pandemic. Remote work, digital connectivity, and solo activities became the norm for life in lockdown.

Today, the world has reopened, but the era of uncertainty and its impact on consumers linger.

About the authors This article is a collaborative effort by Becca Coggins, Christina Adams, and Kari Alldredge, with Alyssa Hopcus, Justin Shamoun, and Laura Bucklin, representing views from McKinsey’s Consumer Packaged Goods and Retail Practices.

Globally, consumer sentiment is still poorer on average than it was at the beginning of 2020, and consumers remain concerned about rising prices and inflation. Despite this persistent uncertainty, they keep spending. In fact, the relationship between sentiment and spending has weakened. Meanwhile, consumers’ expectations for value and convenience have them making unexpected trade-offs across categories: trading down in one place while simultaneously splurging on something else. These choices may be confusing to anyone trying to predict what consumers will do next.

It’s not that today’s consumers are irrational; it’s that the old frameworks used to decipher their behavior no longer apply. What once seemed like short-term adaptations born of the COVID-19 pandemic have solidified into lasting behavioral change. As the world heads into the second half of the decade, consumer-facing companies confront new challenges, but being able to understand the motivations of an unpredictable consumer can help them stay agile and relevant.

From an analysis of the McKinsey ConsumerWise Sentiment Survey and State of the Consumer Market Survey data, we have identified five behavioral forces that will shape the sector in the years ahead and four strategic imperatives to position organizations for growth. (While growth in emerging markets and global demographic shifts, such as an aging global population and lower average birth rates, are also reshaping the consumer landscape, this article focuses on the sticky consumer behavioral changes that we see affecting the world’s largest markets.)

Five COVID-19-era dynamics that are still shaping the consumer sector

At the beginning of the COVID-19 pandemic, consumers adopted new behaviors extremely quickly, and some of those behaviors have endured. To understand how consumers have changed, we conducted the McKinsey ConsumerWise Sentiment Survey among more than 25,000 consumers in 18 markets that together account for around 75 percent of global GDP. Their answers, as well as those of participants in the State of the Consumer Market Survey, reveal how today’s consumers spend their time, who they trust, and how they ascribe value.

1. People are spending more time alone and online 2. Digital channels win users but not their trust 3. Gen Z grows up and spends 4. Consumers lean local over global 5. Consumers solve the value equation in new ways

Four strategic imperatives that can help consumer players win

A new baseline has emerged for consumer decision-making. Despite a high level of uncertainty—not only in consumer sentiment, but also in geopolitical and economic outlook—there are many areas in which brands can find growth. We have identified four strategic imperatives for consumer players in the year ahead:

Get even closer to the consumer. Consumer sentiment is no longer neatly aligned with consumer spending, and simple methods for predicting consumer behavior are insufficient. Companies need to build a 360-degree view of their consumers that enables proactive decision-making. This means leveraging new capabilities, such as AI-powered social-listening tools, and ensuring that the organization has granular behavioral data from its owned websites or stores. For consumer goods companies with limited first-party data, building capabilities to gather consumer insights and third-party data beyond their subsector is key. Still, gathering insights is only half the battle. Consumer companies can deploy tools to generate both predictive and prescriptive analytics (these include data points, such as churn risk and product preferences, and personalized recommendations, respectively). Together, these analytics form a strong insight and analytics backbone that allows consumer players to unlock the power of personalization and targeted marketing.

Invest in the revenue-growth-management (RGM) engine. Consumers have become more price aware and deal oriented, and they evaluate trade-offs in broader ways than they did in the past. Offering the right product at the right price at the right time has become more important and harder to do than ever, especially as digital platforms enable consumers to comparison shop. For brands, it’s table stakes to get RGM right. This includes using analytics to drive informed pricing decisions, strategically managing trade terms, and conducting regular assortment optimization. Innovating across the RGM ecosystem, however, can unlock additional value. Doing so means building advanced, automated analytical models that use predictive AI, consumer-backed insights, and behavioral-data sources. Making these investments allows consumer players to deploy promotional spending in more personalized ways, reaching consumers at the right moments with the right offer. Brands can also rethink their partnerships with retailers, finding ways to connect pricing through retail media activation and collaborating to share data in ways that can further fuel advanced RGM models.

Tailor the portfolio for growth. As disruptive brands, high-velocity trends, and unpredictable consumers continue to define the sector, consumer companies must obsess over their sources of growth. This means leaning into M&A and divestitures (M&A&D) continually. Consumer players should strive to generate 20 to 30 percent new revenue from their portfolio every ten years. Those that leverage M&A&D for growth generate 2.5 percentage points more TSRÂ than those with organic growth alone do. This also means reinventing business capabilities. E-commerce is poised to be among the biggest arenas for competition. Much of this growth will come from higher penetration in developing economies and the acceleration of new business models, such as social commerce.

Rewire tech capabilities. Even if consumer players manage to achieve each of these strategic imperatives, they will struggle to maintain a competitive advantage without rewiring their tech capabilities, including restructuring their organizations to accommodate technology investments. Among the 140 agentic AI and gen AI use cases that consumer players should prioritize, shaping consumer insights and demand and managing customers and channels represent the greatest value. Consumer businesses that make long-term, transformative investments in rewiring for growth could unlock up to a 15-percentage-point improvement in EBITDA margins.

Outcompeting in the coming years means anticipating the needs of an often-unpredictable consumer. Brands that can swiftly adapt to the new realities will be well positioned to grow, regardless of the uncertainty ahead.