The convergence of beauty and wellness was one of the most significant trends the beauty industry saw in 2024. Consumers increasingly prioritize internal and external health and well-being, leading many beauty brands to expand into adjacent categories like supplements, functional beverages, personal health, and candles. If these adjacent categories are incorporated, the full market view of beauty and wellness will be $140.7 billion, which will expand the beauty category by 45%, according to NIQ.Today, wellness is a broader concept that includes but goes beyond simple physical health, evolving into an essential aspect of holistic health, prompting retailers to dedicate space to wellness-focused products. Categories that were once taboo, like sexual health, menopause, and mental health, are finally benefiting from innovation and increased shelf space. Retailers like Ulta Beauty are betting on wellness to drive profitable growth. In a statement ahead of the company’s 2024 Investor Day, Ulta Beauty said it wants to establish a leadership position in wellness with an expanded assortment and elevated experience. Apothékary recently debuted on the retailer's digital platforms (ulta.com and the Ulta Beauty app), along with filtered showerhead brands Jolie Skin and Neom Wellbeing, an indie brand known for using natural fragrances.After a year of explosive growth, what will 2025 bring for the wellness space? BeautyMatter tapped wellness founders and experts to predict where wellness is headed in 2025.