How are Brands Adapting to New Directions in Beauty Sales?

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What new trends are we seeing in beauty retail amid the ongoing pandemic, and how are brands preparing for what is bound to be an unpredictable few months ahead?

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Top Five Wellness Trends for 2021 (and how your spa can benefit)

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A discussion panel about future wellness trends saw spa and wellness industry experts offer their take on what’s in the pipeline for the industry in 2021.

No time is better than now to apply tech to bring your product and service to potential customers and upgrade the skills of your team to maximize sales and customer retention.

Spa Business has rounded up the top five trends from the session.


COVID-19 will make immunity building and enhancement major wellness trends in 2021.

There’s going to be an increased focus on strengthening and supporting immunity and physical fortitude. Expect to see more customized immunity hacks – like genetic testing and biohacking, which will provide clients with a blueprint of their health and pinpoint the right treatments for them.

Wellness at home

Although self-care and beauty are already taking off in 2020, they will reach new heights in 2021 and spas have an opportunity to leverage this.

All kinds of wellness coaching will become increasingly important – spa professionals and personal trainers have a real opportunity to enhance the at-home experience for customers, with things such as virtual classes and digital content, to maintain engagement.”

At-home wellness, in particular, is gaining traction in 2020 and that lots of companies are noticing this and pitching solutions for healthy living and healthy homes, such as air purification systems.

“We’re spending so much more time in our homes, so companies are looking to help us optimize that space to have it be another wellness refuge.”


Nature will continue to be a trend in 2021, following a global retreat to the wilderness as people all around the world looked for an outlet while social interaction has been restricted.

For spas, this trend could materialize as more creative outdoor wellness programming such as wild swimming, forest bathing or meditation in nature, as well as outdoor treatments and use of spa gardens.

Nature is very healing and people are turning to it to find solace during the pandemic, because they can’t travel and socialize like usual.

Tackling the taboo

2021 will see a “massive and seismic cultural taboo toppling”, meaning wellness will expand its boundaries to things such as death, sex, money and socializing.

“We’re moving from wellness focusing on looking and feeling good, to this next wave where we’re lifting the lid on some of the pain points and pressures in society.

Wellness will fundamentally change the way we approach the riskier topics we don’t tackle, because they’re so sacred and codified. But with COVID-19 as a cultural accelerant, I think wellness is going to continue shedding light on how our approach to these things is only contributing to the mental health crisis we’re in.

Women’s Health

During lockdown sexual wellness brand witnessed a huge spike in sales, seeing year-over-year sales triple and even quadruple.
Conceivably,  women’s sexual health and wellness will boom in 2021, as companies are realizing that many women are suffering in silence and feel failed by the medical system, in particular regarding the menopause.

“Companies are continuing to look into alternative ways to meet women’s health needs, making things such as pelvic floor trainers and supplements designed specifically for women.




The Brilliant Pivot Customer-Facing Businesses Are Making for 2021

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Nobody loves success more than a successful business. After all, the positive outcome of foresight, great products, services, communication and  meticulous planning is a beautiful thing.

But if there’s anything the uncertainty of 2020 has taught us, it’s how difficult it is to plan. This is true for every customer facing business right now from restaurants to auto dealerships to hospitality.

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Three Face Shields That are Rocking the PPE Landscape

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Coronavirus is unfortunately a part of our lives, at least for now. We have a new vocabulary. “Social distancing, wear your mask, wash your hands frequently and thoroughly“.

Facemasks have become a multi-million dollar industry with the wearers displaying everything from their political views to favorite designer prints to classical art preferences. Read More

How to Reduce Coronavirus Transmission

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Wash your hands. Keep a supply of medicines. Get a flu shot.

Federal health officials have warned that the coronavirus is likely to appear in communities in the United States. If it does, what can you do to protect yourself and your family? Read More

Join Us in 2020 at Well, Sleep Relax Dot Com

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In the past seven years, I’ve been fortunate to do what I love most which is to provide retail training for the spa and wellness industry. I’ve worked with companies like Biologique Recherche, Shangri-La, Raffles, and Oberoi Hotels among others. With the global travel that entails, it has also never been more challenging to maintain wellness, improve sleep and totally relax. Read More

What Gwyneth’s Vagina Scented Candle can Teach the Spa Industry

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Gwyneth Paltrow, Oscar winning actress and owner of the e-commerce site Goop is stirring things up again. Most recently her addition of celebrated perfumer Douglas Little’s candle “This Smells Like My Vagina” has seemingly touched a nerve across all areas of social media. Read More