According to the Global Wellness Institute, the global wellness economy was a $4.2 trillion market at the end of 2017. Not only does the industry represent 5.3 percent of global economic output, but from 2015 to 2017, it experienced an annual growth of 6.4 percent. It’s safe to say that the wellness space is thriving — increasing at a rate that’s nearly twice that of global economic growth as a whole. Much of that success is attributed to new innovators in the indie beauty space.

Over the last few years, dozens of new brands offering unique takes and solutions for some of beauty’s oldest problems have risen to the forefront of the market. Read on as we explore five recently launched beauty brands redefining the wellness space.
Henry Rose

1. Henry Rose
The fragrance industry’s ingredients list has long been shrouded in mystery. Many of your favorite perfumes and colognes use unregulated or under-regulated components in their formulas in order to make their finished products smell perfect. But Michelle Pfeiffer, the founder of Henry Rose, has set out to pull back the curtains and prove once and for all that beautiful scents can be designed using only the cleanest and most high-quality ingredients. The company debuted five distinct-smelling scents — Last Light, Torn, Dark is Night, Fog, and Jake’s House — using only 300 approved ingredients (as opposed to the usual palette of 3,000+ ingredients). Packaged in recyclable bottles made from recycled components, all of the scents are cruelty-free, hypoallergenic, and formulated without parabens, phthalates, formaldehyde, or known or suspected carcinogens. And if you can’t decide which one fits you best, you can pick up the Discovery Set which allows you to sample all five.


2. Elements
Stress has become an epidemic for all genders and ages, but particularly for those between the ages of 25 to 35. Newly launched beauty brand Elements has made it their mission to put an end to it. The company, whose primary goal is to help consumers find balance in everyday life, has identified the four main states that throw us off center: fatigue, distraction, occasional stress, and restlessness. Working with a licensed ethnobotanist and a leading food innovation company, they’ve developed four tonics, each with clinically-effective levels of adaptogens, that help to restore your center and return you to wellness. Adaptogens help regulate cortisol, the stress-inducing hormone that floods all of our systems on a semi-regular basis and they work to return heart rates to normal and lower blood pressure without the nasty side effects of a caffeine or blood sugar crash. Formulated with natural, time-proven ingredients, Elements’ Vitality, Focus, Calm, and Rest tonics are meant to help you find your balance once and for all.

Standard Dose

3. Standard Dose
As the CBD market grows, it can be difficult for new consumers unfamiliar with cannabis to identify the best and most effective products to use. That’s where Standard Dose comes in. The company is committed to elevating wellness by offering a curated selection of the best CBD products on the market. Working hard behind the scenes to sample the products, validate lab results, and verify products’ claims, Standard Dose only offers products that meet their high standards of effectiveness, feel, and experience. From tinctures to dog chews, to patches and skin creams, you can rest assured that anything you order from Standard Dose will be effective. The brand also goes above and beyond in educating the consumer about the benefits, use, and safety of CBD while opening up the conversation surrounding cannabinoids.


4. Twice Toothpaste
In 2015, brothers Julian and Cody Levine joined Lenny Kravitz on a service trip. Partnering with Lenny’s Let Love Rule Foundation and the GLO Good Foundation, the trio set out to provide free full-service oral care to a community that normally had little to no access to health care. The trip proved life-changing for all involved, and the three men returned home with a mission in mind: to change the way people brushed their teeth and to ensure the wellness practice was available to all. As a result, Twice Toothpaste was born. With two distinctive morning and night formulas, the toothpaste/tooth whitening system was created with antioxidant-rich vitamins and botanical extract and made without toxic or potentially harmful additives. Using only proven and effective ingredients, the formulas are vegan, non-GMO, gluten-free, and aren’t tested on animals. An added bonus? Through their partnership with the GLO Good Foundation, Twice Toothpaste has committed 10 percent of their profits toward funding more dental service trips that started it all.

5. Mazz Hanna
Mazz Hanna spent ten years as a Creative Director for some of the leading advertising agencies in New York and Los Angeles before taking the leap and turning her passion for crystals and art into a full-time career. A certified crystal healer and aromatherapist, Hanna started out making custom crystal elixirs based on her client’s needs before deciding to make them available to all. Her innovative and conceptual approach to pairing crystal healing with skin and nail care has lead to a line of products that provide an elevated and restorative wellness experience. From a Rose Quartz infused lip balm to an Alignment Elixer and a Citrine Infusion Effervescent Bath Tonic, Mazz Hanna products have attracted celebrity clients like Julia Roberts and Selma Blair and have earned the endorsement of major brands like Nordstrom and Harper’s BAZAAR.

Interested in working at a beauty brand redefining the wellness space? Check out our BeautyForce division to explore jobs or to get connected with an Executive Recruiter.

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