The wellness movement has changed beauty and fashion influencer marketing for brands. During COVID, consumers turned to products and services that promoted physical and mental health and searches for wellness-related terms like “self-care” spiked last spring. In the wake of the shift, clean makeup brands like Kosas and ILIA leaned into the shift of homebound influencers moving away from “full-glam” to minimal “no-makeup-makeup” looks and “built cult followings.” Activewear and athleisure labels also “leveled up” their game with #HomeWorkout posts from brand-affiliated fitness bloggers, which helped Gymshark increase its EMV by 9% year-over-year. Meanwhile, influencers relied on more “soothing self-care rituals” like long showers, bubble baths, cleansers, and moisturizers—helping “holistic body-care” brands gain traction on social media. (Talking Influence)
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