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The wellness movement has changed beauty and fashion influencer marketing for brands. 

Feb 02 2021

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)