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- From looks to living well: what’s driving the shift
- Unilever’s strategy: buying into wellness and nutrition
- Products meeting new consumer expectations
- Technology, drugs and data: the new accelerators
- How marketing and product development must respond
- Winning younger consumers with longevity conversations
- Challenges ahead for the supplements and beauty crossover
- Where Unilever is focusing next
At a busy Las Vegas conference this week, Unilever’s wellbeing chief sketched out a clear shift: beauty no longer lives on the surface. Consumers want products that support how they feel inside and out, and fast-moving consumer goods giants are adapting their portfolios to meet that demand.
From looks to living well: what’s driving the shift
Jostein Solheim, CEO of Unilever Wellbeing, told attendees that the industry has moved through several phases. First, beauty focused on appearance. Then health became the goal. Today, those aims overlap into a wider pursuit of daily wellness and resilience.
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Three forces have accelerated the change:
- Preventative health goals that tie daily habits to future longevity.
- A cultural belief that feeling good inside is essential to feeling beautiful outside.
- The rapid digitalization of health information, giving consumers science and data at their fingertips.
People are no longer passive buyers; they take agency over their health and expect products to help them live better, not just look better.
Unilever’s strategy: buying into wellness and nutrition
Unilever has shifted from being seen mainly as a food conglomerate to a company with a broad wellness playbook. The business has added supplements, hydration, hair health and other better-for-you categories.
The company’s acquisitions illustrate the pivot. Unilever bought Olly in 2019 and has since added several wellness brands to form a dedicated portfolio.
- Olly — a disruptive vitamin and supplement challenger.
- Liquid I.V. — focused on hydration and functional beverages.
- Nutrafol — positioned for hair health and clinical solutions.
- Grüns — a recent buy with a nutrition-first gummy format.
Solheim described four of those as Unilever “power brands,” each aimed at specific consumer needs in an era shaped by weight-loss drugs and longevity goals.
Products meeting new consumer expectations
Modern shoppers want efficacy and personalization. The supplements aisle, long criticized for bold claims, now faces demand for tailored solutions.
Grüns is a good example of product design aligning with trends. The gummy combines fiber with a broad vitamin profile to complement weight-management treatments.
- 6 grams of fiber and 21 vitamins and minerals in one serving positions it as a partner to GLP-1 therapies.
- Formulations increasingly aim to support both immediate wellness and long-term health.
Technology, drugs and data: the new accelerators
Solheim highlighted two accelerants reshaping consumer behavior: AI-driven health data and the rise of GLP-1 medications. Together, they make personalized health decisions faster and more actionable.
AI and information at hand
With medical studies, reviews and personalized tracking on phones, shoppers expect brands to match scientific standards and provide clear evidence.
GLP-1 drugs changing expectations
The popularity of GLP-1s has altered how consumers approach weight and nutrition, creating demand for complementary products that support metabolism and micronutrient balance.
How marketing and product development must respond
CPG companies face two clear imperatives: build credibility and engage younger cohorts earlier.
- Shift from mass claims to targeted, evidence-backed messaging.
- Use digital channels to deliver personalized guidance and ongoing value.
- Design products that fit into daily routines tied to long-term health goals.
Brands that combine transparency, science and personalization will have an edge.
Winning younger consumers with longevity conversations
Solheim argued that the next generation is shaping the market. Millennials started the trend toward preventive wellness, and Gen Z is accelerating it.
That matters because consumers in their 30s and 40s are already thinking about healthy aging. Engaging people earlier creates lifelong relationships and makes product adoption easier.
- Targeted education can move consumers from curiosity to habit.
- Early engagement increases lifetime value and brand loyalty.
Challenges ahead for the supplements and beauty crossover
Despite the opportunity, the category faces hurdles. Consumers want real outcomes, not marketing spin. The human body is complex, and one-size-fits-all solutions no longer pass muster.
That pushes companies to invest in research, clearer labeling and flexible product lines that can be tuned to individual needs.
Where Unilever is focusing next
Unilever plans to deepen its presence in wellness categories by scaling the brands it already owns and by leaning into data-driven product development.
The goal is to pair trusted science with formats and messaging that resonate with health-minded shoppers across age groups.
For brands, the opportunity lies in meeting people where they live — offering nutrition, beauty and wellness that work together.
