Embracing imperfection

Glossy is over

Celebrity culture is often cited as fueling growth of the wellness industry we know today. However, the exposure of disingenuous beauty routines and diet programs that sucked in many millennials has been exposed in the Gen Z era, with the Kardashian aesthetic behind some of the most prominent scandals.

As much as Gen Z are more skeptical and savvy, they are also just exhausted, and are gravitating towards simply slowing down.

#bedrotting is one trend that went viral on TikTok this summer and is the complete antithesis of the regimes and routines that have occupied the wellness enthusiasts.

68% of 13 - 39 year olds in the US and Canada agree that wellness culture puts too much emphasis on perfection

Source: YPulse

Although not a new concept, #bedrotting is perhaps the most low efort of self care trends. With 11m views and counting, creators share how their day’s routine doesn’t stretch much further than the comfort of their own beds.

Micro-dosing social joy

Expanding ideas of wellness means more exploration around feel good content.

A new age version of ‘stopping to smell the roses’ that is taking over TikTok’s wellness conversation is #glimmers (5m views).

First coined in 2018 and described as the opposite of triggers, therapist @heydrjustine popularized the term through her TikTok content to help people think about gratitude in a more creative way.

Content showing people being more vulnerable, open and honest is creating space for people to feel better about being imperfect humans.