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Help centreTHE WELLNESS TRENDS REPORT 2027
THE WELLNESS TRENDS REPORT 2027
Lina Chan
Director of Women's Health
At H&B, our ambition remains focused – supporting people to back their bodies now for the future.
The 2020s built a faster, hotter, more artificial world; one where AI is everywhere, pharmaceutical shortcuts promise quick fixes, climate stress sits in the background of everything, and stimulation never really switches off. Wellness tried to help by giving us more to track, more to score, more to measure, however it left a lot of us more tired than when we started...
Our favourite 2027 trends
The regulated self
Overstimulation is the defining strain of the decade. 2027 is the year we stop chasing energy and start protecting it
Built for women
For decades, women’s health was underrepresented in research shaping healthy ageing. In 2027, it’s being rebuilt around women
Top trends from 2026 #WellnessTok
Hygiene Reset
Mundane maintenance got the luxury treatment as TikTokers turned standard showers, skincare, and fresh sheets into aesthetic self-care rituals. With 692k posts, everyday maintenance became a moment to slow down and make the ordinary feel a little more indulgent
Japanese Cheesecake
The viral hack captured millions of views as TikTokers recreated the simple dessert, tapping into the wider appetite for high-protein twists on familiar favourites. Top-performing videos amassed over 11M views.
Jump Challenge
The TikTok #JUMPCHALLENGE got the year moving, encouraging users to start their mornings with 50 jumps as creators embraced the simple movement ritual as a way to wake up the body, with the hashtag generating over 60,000 posts on the platform.
Exercise Snacks
Short and sweet became the workout formula as #EXERCISESNACKS saw creators swap lengthy sessions for one-to-five-minute bursts of movement throughout the day, attracting over 550k views.
Cottage Cheese Glow Up
Against a backdrop of growing interest in protein, creators transformed cottage cheese into everything from ice cream to savoury dips, with #COTTAGECHEESEGLOWUP amassing 850M views by late May.
Anti-optimisation
The ultimate backlash to tracking every metric. The major wellness counterculture trend saw creators reject relentless self-improvement in favour of rest, unstructured living, and stepping away from health-tracking tech, with one TikTok exploring how optimisation can ‘destroy joy’ racking up over 1.2 million views.
Silent Walking
Headphones out and phones away: creators stripped digital stimulation from their walks, with #SILENTWALKING drawing over 600,000 views as people embraced a quieter, distraction-free moment in the day.
Ice Bath
Sub-zero dips transitioned to a mainstream daily ritual as TikTokers embraced cold plunge and contrast therapy to make intentional freezing therapy their primary routine. Videos under #ICEBATH have now amassed 3.3billion views.
The Great Lock In
The viral 4-month “get serious” sprint from 1 Sept to 31 Dec expanded beyond fitness into #THEGREATLOCKIN, with creators locking in on holistic mindfulness, mental wellbeing, and total personal focus. In early September searches under the hashtag exploded by 1,328%.
