Beauty, Health and Wellness Merge Into $937B Market
Kearney's 2027 Beauty Outlook finds the three categories consolidating across five major markets.
Updated on Nov. 4, 2026 in Beauty
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Global consulting firm Kearney released its 2027 Beauty Outlook report, which finds beauty, health, and wellness consolidating into a blended $937 billion market growing at 5 percent or more per year. The report covers France, China, Japan, the UK, and the United States.
Why it matters
Consumers are increasingly shopping for overall goals such as better skin, more energy, and healthier aging, and they judge offerings on whether they actually work over time. Advocates are playing a lead role in translating science and normalizing new routines for shoppers.
Beauty products total $430 billion and have grown 6 percent per year for four years, while beauty services are growing at 7 percent per year. In the United States, cosmetic dermatology and IV therapy each reach 47 percent of consumers and medspa reaches 43 percent, though the report's methodology for these shares is not detailed in the source.
The players
Kearney
Kearney is a global strategy and management consulting firm that publishes industry outlook reports across consumer sectors.
TikTok Shop
TikTok Shop is the e-commerce storefront operated within the TikTok short-video platform, which has grown rapidly as a retail channel.
The details
Kearney's report identifies a holistic category merging beauty with wellness and health, and notes that clinical and aesthetic formats have become a monthly habit for more than a third of consumers. TikTok Shop has achieved major success in the United States over the past 24 months, and the report expects investment in wellness to continue.
Timeline
Past 24 months: TikTok Shop achieves major success in the United States.
2026: Meaningful financial and strategic investments are made, especially in wellness.
2027: The report's forecast beauty outlook year.
Culture Shift
The blending of beauty with health and wellness reflects a broader movement in which consumers evaluate personal-care purchases by long-term efficacy and healthy-aging goals rather than cosmetic appearance alone. This shift parallels the wellness-driven repositioning that Kearney has tracked across its consumer outlook reports.
Shoppers may notice more clinical and aesthetic services, such as cosmetic dermatology, IV therapy, and medspa treatments, becoming part of regular routines rather than occasional indulgences. Consumers are encouraged to judge new beauty and wellness products by whether they deliver measurable results over time.
The takeaway
Consumers can evaluate beauty and wellness purchases by asking whether a product or service delivers consistent results over several months rather than immediate effects. Treating beauty, health, and wellness as connected goals may help shoppers prioritize routines that support skin, energy, and healthy aging together.
Further reading
Explore more on Beauty trends shaping how consumers blend skincare with health routines.
Source note: This article includes information reported by Happi.
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