July 27, 2023
Health and Wellness
Nikol Wozniak

Thriving Online: 5 Dominant Health and Wellness Trends Taking Over the Internet

Wellness trends 2023

Do we ever get a break? After enduring the challenging times of the global pandemic, we had hoped for a smoother ride in 2023. However, a new concern has arisen in the UK, as the cost of living continues to rise. In the midst of this  crisis, prioritising investments in health and wellness is even more critical than ever before. People are realising that maintaining good physical and mental well-being is not just a luxury but an essential aspect of navigating through challenging times.

Thankfully, there's a silver lining amidst these difficulties. The current situation has led to a growing emphasis on holistic approaches to health, opening up several promising trends which can be done in the comfort of your home. For brands, this presents a perfect opportunity to tap into the latest developments and cater to the evolving needs of consumers.

Cold plunge

Cold plunges have a long history dating back to at least the fifth century BC. However, in recent times, there has been a surge of interest in this practice as people recognise the potential benefits it offers. Thousands of videos are circulating on the internet, with an overwhelming 1 billion views using the hashtag #coldplunge on TikTok, showcasing individuals participating in this invigorating cold immersion.

This rising trend is evident from the 238% increase in Google searches on “cold plunge” since November 2022 (Google Keyword Planner).

Among the many influencers who practise this toe-numbing routine, Wim Hof, also known as 'the iceman,' stands out. He has developed the ability to withstand low temperatures and has become a prominent figure in popularising cold plunges. As more individuals become aware of the potential advantages, they are embracing this practice to reap its reported benefits for physical and mental well-being.

Embracing this invigorating trend merely calls for some ice and a bathtub to create the perfect freezing ice bath experience. Alternatively, for those without a bathtub, you may find a location near you that offers the luxury of a plunge pool.


  • Decrease inflammation
  • Offer a huge rush of endorphins
  • Spike dopamine
  • Improve sleep and mood
  • Reduce stress
  • Help remedy aches and pains
  • Boost injury recovery
  • Reduce swelling.

Infrared sauna

Cold plunging may not be for everyone, but unwinding in a serene, heated, and wood-lined space is the ideal way to relax after a demanding day at work. While a traditional sauna is well-known, have you ever thought about the benefits of an infrared sauna? 

There has been a substantial 121% surge in UK searches for "infrared sauna" from August 2022 to January 2023, according to data from Ahrefs Keywords Explorer. The increase in searches suggests that more individuals are actively exploring and considering the incorporation of infrared saunas into their lifestyles. This trend is not only driven by celebrities and influencers sharing their positive experiences but also by a deeper understanding of the therapeutic benefits offered by this innovative wellness practice.

Renowned celebrity, Lady Gaga, has taken to Instagram to express her adoration for this treatment. ​​In her own words, she said, “When my body goes into a spasm one thing I find really helps is infrared sauna. I've invested in one. They come in a large box form as well as a low coffin-like form and even some like electric blankets! You can also look around your community for a infrared sauna parlor or homeopathic center that has one.”

There is also an option to experience the incredible benefits of an infrared sauna without the confinement of four walls and a bench. With an infrared sauna blanket, you can envelop your body in soothing warmth, akin to being wrapped in a cosy sleeping bag. This innovative solution is highly portable, allowing you to take it with you wherever you go.


  • Detoxification 
  • Exercise recovery 
  • Pain relief 
  • Burn calories 
  • Mood improvement 
  • Lowered inflammation 
  • Cleanses pores

Cycle syncing

Men and women have distinct hormonal cycles that influence their daily rhythms differently. Men experience a consistent 24-hour hormone cycle, granting them a fresh start every morning. On the other hand, women's hormones fluctuate throughout the month, leading to varying energy, mood, and productivity levels. This phenomenon has spurred a popular trend known as "cycle syncing," gaining significant traction with the hashtag #cyclesyncing, receiving an impressive 356 million views. As a result, menstrual cycle phases and their impact on a woman's daily life have gained widespread awareness. 

The unmistakable evidence of this rising trend lies in the remarkable 387% surge in Google searches for "cycle syncing" from September 2022 to March 2023, as reported by Google Keyword Planner.

The average menstrual cycle comprises four phases (ranging from 21 to 35 days): menstruation, the follicular phase, ovulation, and the luteal phase. Cycle syncing entails customising one's workout routines, diet, or everyday lifestyle to align with the current phase of their menstrual cycle. By harmonising their activities with their hormonal fluctuations, women hope to optimise their overall well-being and enhance their performance throughout each cycle phase. 

Period tracking apps offer an excellent solution for keeping a comprehensive record of your menstrual cycle and related information. Gone are the days of using a calendar and pen, as numerous high-quality apps now simplify this task. Notably, the award-winning Clue app stands out as a prime example of the convenience and effectiveness these apps provide.

By tracking and analysing various physiological and lifestyle factors, wearable devices can offer valuable insights and personalised recommendations to help individuals optimise their well-being throughout each cycle phase.


  • Improve hormonal balance
  • Reduce PMS symptoms such as bloating, mood swings, and cravings
  • Make your workout routine more effective
  • Reduce the risk of injury during a workout
  • Reduce period symptoms such as period pain and mood swings
  • Feel more energised and balanced
  • Provide fertility support and when best to conceive
  • Better quality of sleep

Dry brushing

A brush…for your body? Dry brushing, a timeless practice, has experienced notable surges in interest over the past few years. According to Ahrefs Keyword Explorer in June 2020, there was a significant spike in searches as people began to explore the numerous benefits of this wellness technique. Now, in January 2023, it has once again captured widespread attention, indicating that the fascination with dry brushing continues to grow. The power of TikTok is evident in the popularity of dry brushing, with the hashtag #drybrushing amassing an impressive 127 million views.  As a result, this self-care ritual has gained widespread adoption, becoming an essential component of holistic skincare routines.


  • Exfoliate dead skin
  • Unclogs pores
  • Increases circulation 
  • Reduces cellulite 
  • Stimulates the lymphatic system 
  • Stress relief 

Face yoga

Throughout this global financial crisis, there's a perfect wellness trend that won't break the bank. Face yoga, a growing beauty phenomenon, offers a natural and cost-effective way to battle ageing. Over the past 12 months, the hashtag #faceyoga has garnered nearly 20 million views on TikTok, a testament to its growing popularity and effectiveness. Overall, the cumulative views have surpassed a staggering 2 billion, solidifying face yoga's place as a globally embraced beauty and wellness trend.

Leading the charge in this movement is Koko Hayashi, a prominent influencer in the field of face yoga. Her expertise and passion for facial exercises have earned her a significant following, making her a recognised figure in the beauty and wellness community.

Face yoga not only promises a more youthful appearance but also boasts health benefits. As more people dive into this trend, its popularity surges. Though not entirely new, face yoga is gaining momentum due to a growing desire to maintain youthfulness and prevent signs of ageing.


  • Relieves tension from your face 
  • Uses muscles that may be stiff
  • Boosts blood circulation and glow
  • Strengthens your facial muscles 
  • Smoothes out scars of acne and pimples

How brands can seamlessly tap into the latest opportunities

Health & Wellness trends are in a constant state of evolution, and it is vital for brands to embrace these shifts, adapt, and implement innovative strategies to retain their current customers while captivating new audiences.

How the current Health and Wellness trends can help your brand:

  • Create Informative Content: Wellbeing brands can develop content focused on trending topics or tutorials to educate consumers on participating in the latest Health & Wellness trends. For instance, they can create guides for face yoga exercises, dry brushing techniques, or meal preps tailored to cycle syncing.
  • Product Development: Fitness brands have the opportunity to create products that align with emerging trends. For instance, wearable technology can be developed to track cycle syncing, while infrared sauna blankets can offer the benefits of infrared saunas in a portable format.
  • Collaborate with Health & Wellness Centers: Lifestyle brands can collaborate with centres that offer cold plunge or infrared sauna experiences to promote passes or memberships, providing consumers with an opportunity to experience these trending practices. (Looking to stay ahead in today's fast-paced world? Our product is designed to do just that! Assurance is a dynamic process that harnesses trends and insights at lightning speed, enabling you to make smarter, faster business decisions.)
  • Leverage Social Media Platforms: Staying up to date with upcoming trends is essential, and social media platforms like TikTok, YouTube, and Instagram offer valuable insights. Wellness brands can monitor these platforms to identify emerging Health & Wellness trends and integrate them into their strategies.

By implementing these examples, brands can position themselves at the forefront of the ever-evolving Health & Wellness landscape, appealing to a diverse and health-conscious consumer base. Through innovation and adaptability, they can solidify their position as industry leaders, fostering strong connections with their audience and driving long-term success.

Eager to learn more? Don't hesitate to reach out to our team today.

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