As beauty spending slows down, wellness is heating up. In North America, consumers focused on nurturing the social, mental, and physical aspects of their health wield $1.1 trillion in purchasing power. What do these consumers want, and what are the trends shaping health and wellness purchasing behaviors? In a recent webinar, Circana investigated the growing wellness market and explored opportunities for brands and retailers to lean into well-being. Below are a few of the key takeaways from Circana’s exclusive webinar on global well-being insights.Consumers are prioritizing self-care and well-being, with 78% actively practicing it.Consumer focus on self-care and well-being has increased significantly since the pandemic. Seventy-eight percent of consumers actively practice self-care, and 65% of them make it a priority. This represents a major shift in consumer behavior and a substantial market opportunity for beauty brands. These health-conscious consumers have immense buying power: Circana quantifies it as $1.1 trillion in the US alone, with a 4% increase from the previous year. This data demonstrates the immense importance consumers are placing on their overall health and wellness and the significant purchasing power they have to back it up.Beauty brands that can effectively cater to these health-conscious consumers and provide products and services that enhance their physical, mental, and emotional health will be well-positioned to capture a significant share of this growing market. Brands should consider how their offerings can align with consumers' evolving self-care priorities and leverage this trend to drive growth and brand loyalty.