understanding the wellness landscape

(i really feel like mastering the basics is key for anyone starting on their wellness journey!)

the global wellness market is booming. depending on who you ask, it’s already worth $6.3 trillion [2024] and projected to hit $9 trillion by 2028. wellness has officially become one of the biggest industries on the planet: bigger than entertainment & media, bigger than consumer electronics, bigger than real estate. almost seems kind of hard to believe.

but here’s the interesting thing: in a culture of over-consumption, we’ve been sold the idea that wellness inherently means doing more, buying more, and consuming more.

more supplements. more skincare steps. more “must-have” gadgets.

i’m sure you’ve seen the aesthetic (and lowkey dystopian) tiktoks:

• 20-step morning routines stacked with powders and potions
• $300 led face masks
• "biohacking” vibration plates
• color-coded supplement cabinets that would’ve given pablo escobar a run for his money

don’t get me wrong - i love discovering new wellness rituals and experimenting with small additions to my routine!

yet, at some point, we have to pause and ask: when is enough… enough?

in my own journey, i’ve realised something important: the real magic isn’t always in endless additions. sometimes, it’s in stripping back to the basics: making better choices in the places that matter most (high-yield!).

here’s where i think those choices add up!

1. food & supplements: when “healthy” comes wrapped in plastic

(i LOVE learning about different supplements and how they can support overall wellbeing; over time, i've actually started using these bulk-produced, packaged ones less and moved towards more ayurvedic/ herbal remedies. when i do take these, though, i try to buy in bulk and habit stack so i actually remember to take them!)

the wellness industry loves powders, potions, and single-use sachets. supplements are often sold in plastic tubs, foil-lined packets, or sachets that rarely get recycled. add in exotic “superfoods” flown in from halfway across the world, and suddenly that green smoothie has a pretty grey footprint.

a more sustainable swap:

• build your base with whole, local foods before resorting to ultra-processed powders
• choose bulk formats or refill systems instead of endless tubs
• prioritise evidence-backed basics, instead of hopping on the latest 'superfood' trend

2. wellness gadgets & tech: the energy cost of 'optimisation'

(this space is SO fascinating to me - as a total science geek, i'm so intrigued by technologies that can support sleep quality, cellular regeneration, muscle recovery, and nervous system priming, just to name a few. that being said, i only invest in purchases that have REAL utility to me!)

infrared saunas, cryo chambers, red-light beds… some of these have research behind them, many don’t. what do they all, unfortunately, have in common? big energy demands and short novelty lifespans. 

a more sustainable swap:

• try timeless rituals first: cold showers, a walk outside, stretching at home
• borrow, rent, or use at a studio before you buy
• invest only in tools you’ll realistically use several times a week

3. personal care & home products: too many chemicals, too many bottles, too much waste

(i love my aesthetic night stand as much as the next girl but i actually keep things as simple as possible for my personal care - e.g. a non-comedogenic moisturiser + spf with minimal fragrance, my alum rock/ natural deodorant, dry brush, corn-based sanitary products, 5-6 reliable makeup products i bought years ago, etc.!)

from 10-step skincare routines to a cupboard full of cleaners, wellness often has a packaging problem. not to mention the chemical load from heavily fragranced soaps, fabric softeners, and sprays.

a more sustainable swap:

• keep routines short and consistent (your skin and wallet will thank you)
• look for refills, concentrates, or solids instead of endless new plastic bottles
• experiment with what you can DIY! (e.g. for cleaning spray, vinegar + baking soda go a long way)

4. clothing & textile care: the hidden footprint in your laundry basket

(with clothing, i really focus on collecting high-quality staples that i KNOW i'll be excited to wear - i ordered from shein once and i felt awful AHAH... i really marie kondo with my clothing: must spark joy!)

the “wellness aesthetic” has spilled into closets: endless leggings, sets, and mats. even after purchase, the way we care for clothes matters - every synthetic wash sheds microfibers and every dryer run eats energy.

a more sustainable swap:

• buy fewer, better pieces - ideally natural or certified fabrics
• wash only when needed, on cold, and air-dry when possible
• use microfiber-catching laundry bags or filters to reduce shedding

5. activewear: and where bwh fits in!

(so for activewear, i personally like buying more neutral colors that i know i can mix and match, with cuts/ styles that make me feel comfortable moving in the gym. p.s. i am wearing a conventional activewear set on the right but i'm hoping to change that soon! 🧿)

this was the trickiest category for me to write about. technically, activewear is “another product” - so some (haters!) may ask: why build a brand around it?

here’s the thing: in my opinion, movement isn’t a trend and it's not going anywhere. for so many of us, it’s a non-negotiable part of life. activewear has become more than gym clothes; it’s a way to feel empowered to move, to feel supported structurally by the clothing you put on, and to lean into a broader community of life-minded individuals. there's a ritualistic aspect to it! sure, you could lift in an old cotton tee and shorts, but the reality is: people love how activewear feels and performs.

the problem is that most of what’s out there today (a) thrives on fast-fashion models and (b) is made from polyester or nylon blends: petroleum-based fabrics that shed microplastics, leach chemicals into our skin, and last centuries in landfills.

in my opinion, if activewear is something we wear regularly, it should be something we can actually trust. that's what we're changing with builtwithhabit.

final thoughts (for now hehe)

(we've been led to think that wellness always has to cost an arm and a leg but: sunlight is free, stretching is free, running and moving are free, positive self-talk is free YAY... this yoga class was not though!)

the wellness industry isn’t slowing down and honestly, i think that’s great. more people caring about their health is something to celebrate! yet, i’ve also found peace in paring things back: focusing on movement, whole foods, sleep, and pieces i can rely on.

in today’s world, every purchase is a form of influence. the choices we make send signals - about the kind of quality we expect, the kind of accountability we demand, and the kind of future we want to build. it’s worth embracing that power. because when small, intentional choices compound over time, they don’t just shape our habits: they reshape the world we live in.