The global wellness industry has been surging over the past decade, driven by ageing populations in key countries and a more wholistic lifestyle mindset among younger generations.
The wellness economy is now worth US$4.5 trillion and is growing at double the rate of the general economy, reports Ogilvy, the global advertising, marketing and PR agency.
The company interviewed more than 7000 people in 14 countries and – predictably – found that 77 per cent said that wellness is very or extremely important to them.
Significantly for the beauty industry, 73 per cent of skincare consumers view wellness as a priority when looking to purchase. But only 64 per cent think that brands are fulfilling their needs.
Consumers are looking for the full wellness experience from brands that empower them to be their own beauty therapist, notes Ogilvy.
Founded in New Zealand by Libby Matthews, a naturopath and nutritionist, and her brother Ryan, the brand specialises in premium collagen products such as Pure Collagen and Collagen Creamers in a variety of flavours.
Kardashian has also become a partner and will work on the brand’s product development, marketing and business strategies.
“Health and wellness is something I’m hugely passionate about, and I wanted to find a way I could help inform people about the benefits of collagen, without confusion or expensive prices,” she says.