Wellness, the $6.3 trillion industry forecast to grow +9% by 2028, has become increasingly coveted by luxury brands.

Yet, as luxury consumers become increasingly fluent in wellness, the rules of engagement are changing. Audiences are scrutinising everything: from ingredient integrity, formulation standards and scientific substantiation, to the cultural credibility of the platforms, experiences and spaces brands choose to show up.

In this new landscape, brands must navigate heightened scepticism and rising expectations around authenticity, expertise and purpose.

Where are the real opportunities? And where do brands face the greatest risk as wellness becomes more crowded, more commercialised and more closely examined?

To answer these questions, Karla Otto’s Insights, Beauty & Wellness and Hospitality teams partnered to decode the forces reshaping the wellness economy. Drawing on over 10,000 data points and in-depth interviews with 16 global industry experts, this report delivers strategic intelligence designed to help luxury brands make credible and future-facing decisions in wellness.