Which categories should be called ‘wellness’ today?

As the wellness category swells in size, many insiders are wondering the same question: What should be called ‘wellness’ in 2026?

In today’s special crossover episode with Glossy’s sister publication Modern Retail, West Coast correspondent Lexy Lebsack joins Modern Retail senior editor Gabi Barkho and Rachel Hirsch, founder and managing partner at Wellness Growth Ventures, to discuss the products and categories that should, and shouldn’t, be considered wellness in 2026.

The trio walks through a variety of categories, from better-for-you food and protein sodas to skin care, oral care, sleep aids and tools for optimized breathing, among others.

As previously reported by Glossy, wellness consumers are overwhelmed with the sheer size of the assortment available today, which has bred a growing strategy toward evocative launches and campaigns that "stop the scroll." Think: soda-flavored toothpaste and wellness brands turning into entertainment companies to sell supplements, fiber gummies and beauty peptides.

Today’s conversation is rooted in the guests' diverse specialties: Barkho covers food, beverage and wellness for Modern Retail; Lebsack reports on beauty and wellness for Glossy; and Hirsch’s seed fund is dedicated to advancing the wellness sector through investments in brands like Cure Hydration, BelliWelli, Liquid Death, Flaus and Tia.

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