10 Brands Winning With Wellness: The Beauty & Health Campaigns Defining 2026
Wellness in 2026 is no longer a category - it’s a mindset reshaping how consumers engage with beauty and health. The shift is clear: from aesthetics to experience, from product to purpose, and from passive consumption to active participation. Across the industry, leading brands are leaning into joy, play, personalisation, and practicality to meet evolving expectations.
Here are 10 standout brands and activations setting the pace so far this year - and what they reveal about where wellness is heading next.
1. Clinique x Crayola
Clinique reintroduced its cult-favourite Chubby Sticks in partnership with Crayola, inviting consumers to rediscover makeup as a form of play and self-expression.
This campaign excels as it taps into a growing shift toward holistic beauty and wellness, yet in a fun and novel way. It captures how makeup has no longer just becomes about the physical aesthetics to shoppers, but how it makes the wearer feel. By reframing the product in a playful, emotional light, the collaboration aligns with consumers seeking joy and creativity from their make-up, not just a perfect finish.
2. Sephora x Tabasco Lip Gloss
Sephora partnered with Tabasco not only in aesthetic and packaging, but in the actual product, with their collaboration delivering spicy twist – including capsaicin, the active ingredient in chilli peppers, in the original volumizing gloss formula.
This unexpected crossover delivers a fun take on how food and beauty, or internal an external, are now becoming inherently connected as the definition of health and wellbeing evolves. It plays into sensory marketing while tapping into the popularity of trending ingredients (like hot sauce) and merchandise-style collaborations.
3. Holland and Barrett ‘Let’s Talk Wellness’ Retail Island
Holland & Barrett (UK) are transforming their retail stores across the country in an expert display of how to align shopper mindsets with in-store journeys.
They have created a destination around wellness, grouping ranges in-store around missions such as sleep, energy, immunity and gut health. Rather than selling individual products, the brand is guiding consumers through outcomes and routines, mirroring the evolving definition of health and wellness. It positions them as a partner and support in wellbeing to customers, rather than simply transactional.
4. Refy Community Hotline
Refy’s latest campaign sees them deliver a masterclass in how to recognise your community is at the heart of your brand and harness it. Their ‘community hotline’ directly invited customers to call in and share their complexion concerns, routines, and dream product ideas.
This initiative reframes product development as a collaborative process. By giving consumers a say, REFY not only demonstrates quality customer service and value, but builds emotional investment through a sense of co-creation. A more equal brand-customer relationship will be a longer lasting one.
5. Rhode Beauty’s Life Gloss Case
In 2026, Rhode Beauty launched their limited-edition phone cases featuring a lipgloss holder, which flew off their shelves.
Leading the way now with campaigns that stick, Rhode’s awareness of the strength of brand identity materialises in acknowledging they (and overall beauty) are more than just a product. A part of routine, a personality symbol and something consumers are emotionally invested in - a phone case (to have the products always on them) is a perfectly landed piece of merchandise marketing.
6. Dove x Bridgerton Campaign
To celebrate the latest season of Bridgerton, Dove launched a Regency-inspired pop-up experience bringing the show’s world into the physical space – seeking to ‘bring the regal flair of regency era to personal care routines and celebrate what truly matters: real beauty’.
The activation highlights the power of experiential retail and offline culture, as shoppers seek real world connection even for their online fandoms. But also the partnership with Bridgerton was specifically well-chosen, as the show’s storylines often focus on self-acceptance, as Dove promotes self-care and wellbeing.
7. The Ordinary Dictionary Pop Up
The science-led skincare brand opened their ‘Dictionary ‘Pop-up in Sydney’s CBD, with a focus on demystifying skincare ingredients and educating consumers on what’s inside their bottle.
In an era of misinformation and AI, as well as a return to minimalism and anti ultra-processed, transparency has become a cornerstone of trust. The Ordinary’s pop-up demonstrated a direct understanding of these concerns of their target consumer, delivering a direct (if larger that life) solution to stand out and resonate.
8. Daise’s Colourful Retail Displays
Daise’s bold, colourful free-standing retail displays continue to lead the way in physical retail with strong impact, and effective instant identity storytelling.
Their colourful, uniquely shaped activations work because they instantly communicate the brand’s essence - joy, vibrancy, accessibility – and are a disruptor to the normal market. In a crowded wellness space, strong visual identity and clarity of purpose are key to standing out and resonating quickly with consumers.
9. Aveeno’s Strength Stories
Aveeno have partnered with TOGETHXR to launch The Strength Issue - a platform celebrating the many forms of women’s strength through authentic stories from cover stars Sophia Wilson, Cameron Brink, Misty Copeland, and Ali Truwit.
Through spotlights strong athletic women is a diverse array of fields, this campaign truly positions them as not only a health and beauty partner to empower women, but all women, and affirms to their audience they are for them.
10. Pinterest x NYX Professional LA Craft Pop-up
Pinterest and NYX launched a craft-focused ‘Gimme Gummy’ pop-up in LA to launch their new Jelly Job lip gloss, featuring charm customisation and hands-on making stations.
Pillaring on recent trends of slow hobbies and analogue experiences, the activation demonstrates how to balance the demand for a break from digital overload with the continued influence of online. It creates space for genuine connection to embrace ‘consumer shift toward comfort, customisation, and sensory play in response to trend fatigue and overstimulation.’ (Pinterest)
