Wellness isn’t just about a multivitamin.
A slew of wellness trends are gaining traction on TikTok, some expected and others more offbeat, like shilajit, a mineral from mountain terrains that could provide antioxidant and anti-inflammatory benefits.
“On TikTok, we continue to observe the growing phenomenon of consumers doubling down on holistic self care, seamlessly blending physical health, stress relief and beauty,” said Spate cofounder Yarden Horowitz.
Perhaps, unsurprisingly the sleepy girl mocktail trend is still going strong with brands like Moon Juice tapping into the trend. Then, there’s mouth tape, known from brands like The Skinny Confidential and Vio2tape, which has risen in popularity for its sleep and supposed jaw line-defining benefits that content creators often tout.
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“The rising popularity of products like sleepy girl mocktail and mouth tape reflects a sustained focus on sleep quality,” said Horowitz.
Horowitz also noted that the gut health trend doesn’t seem to be going anywhere.
“The continued growth of gut cleanse and apple cider vinegar gummies underscores the increasing importance of digestive health as a cornerstone of overall wellness,” she said.
In addition, beauty and wellness continue to converge with many of these growing trends, particularly with collagen which presents itself in the top 10 twice.
“Collagen supplements and eye massagers show no signs of slowing down as consumers continue to blur the line between beauty and health,” Horowitz said. “Adjacent trends like The Morning Shed — the practice of removing all of your evening accessories like heatless curlers, collagen masks and mouth tape — which now garners an average of 12.0 million views per week on TikTok in the U.S., reveal just how deeply these wellness and aesthetic routines have become embedded in daily life.”
Here, per Spate, are the top 10 fastest-growing wellness trends on TikTok based on average weekly views over the past four weeks and year-over-year growth, which they are ranked by.
- Shilajit Supplement: 42,600 views, + 7,200%
- Knee Massager: 3.1 million views, + 3,400%
- Liquid Multivitamin: 379,500 views, +1,900%
- Collagen Powder: 4.2 million views, + 1,200%
- Sleepy Girl Mocktail: 1.2 million views, + 944%
- Eye Massager: 1.3 million views, + 691%
- Gut Cleanse: 6.3 million views, + 612%
- Collagen Supplement: 831,900 views, + 601%
- Mouth Tape: 10.8 million views, + 414%
- Apple Cider Vinegar Gummies: 122,600 views, + 303%