Marketing Playbook

Marketing Playbook

Beauty is slowing. Health and wellness is booming. Here come the celebrities

By Emily Jensen

Sep 29, 2025

In recent years, celebrity-backed beauty brands have become a dime a dozen. But in 2025, as skin-care and cosmetics face a sales slump and wellness continues to rise, celebrities like Queen Latifah, Serena Williams and Vanessa Hudgens are now lending their star power to health and wellness companies.

Podcasts See More

The Glossy Beauty Podcast
How to make it in Sephora, with Ilia Beauty founder Sasha Plavsic
Sep 24, 2026
The Glossy Fashion Podcast
Glossy Podcast: 6 new things we saw at NYFW
Sep 18, 2026
The Glossy Beauty Podcast
How to win Allure’s best of beauty awards with editor-in-chief Jessica Cruel
Sep 17, 2026

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14
Oct

New York, NY October 14, 2026
Glossy x Modern Retail Brand Leaders Dinner
The Glossy x Modern Retail Brand Leaders Dinner is an exclusive, invitation-only dinner bringing together influential brand executives to discuss their biggest challenges and industry opportunities.
4
Nov

New York, NY November 4, 2026
Digiday Creator Strategies
Bringing together leaders from across the ecosystem to examine the current state of the creator playbook and what's next for creator partnerships, monetization and brand growth.
9
Nov

Westlake Village, CA November 9-11, 2026
Glossy Beauty & Wellness Summit
At Glossy’s Beauty & Wellness Summit, leaders from the industry’s most influential brands will discover cutting-edge strategies, connect with decision-makers, and gain the edge in this rapidly evolving market.