Beauty and wellness has never been more visible. But is it more memorable?
That is the question at the heart of our new report, The Anti-Algorithm Formula: How Sameness is Shaping Beauty & Wellness.
The category should be a playground for distinctiveness. It is built on transformation, new science, future health, self-expression and desire. New products, rituals and technologies are constantly reshaping what beauty and wellness can mean.
But the same forces driving its growth are also flattening it.
The algorithm rewards what is familiar, repeatable and easy to recognise. Over time, brands start following the same signals, borrowing the same codes and speaking with the same voice.
Same hooks. Same claims. Same clinical cues. Same “trust toolkit”.
The result is a category full of innovation, but increasingly short on memory.
Not all brands fall into the trap
In the report, we explore how sameness is showing up across beauty and wellness, from language and visual codes to product storytelling and brand worlds. We look at the brands creating distinctiveness through lore, restraint, proof, desire and discipline. And we unpack the missed opportunities where brilliant products are failing to turn their difference into something ownable.
Because being seen is not the same as being remembered.
And just because you’ve got an impression doesn’t mean you’ve made one.
Read the full report to explore the anti-algorithm formula, a system for building memory, not just visibility.
