Trending Health & Wellness Products for 2018

beautyIn the retail industry, we’re always asking, “what’s next?” Retailers, especially independent businesses, always need to be one step ahead. We spend a lot of time discussing new technologies and marketing trends, but products are the bread and butter of every retail business. Without in-demand goods, the rest doesn’t matter.

Health and wellness is projected to be the next trillion-dollar industry. The rise of the #selfcare movement along with cultural desires for better work/life balances have led people nationwide to further invest in taking care of themselves, both mentally and physically. When it comes to offering products that promote a healthy lifestyle, it’s a win-win for consumers and retailers. Here are our favorite top-selling health and wellness items that almost any retailer can incorporate into their store.

Bath + Beauty

sheet maskSheet Masks

Though certainly not a new concept, facemasks are more popular than ever. Natural and organic ingredients such as activated charcoal and coconut oil are taking priority over artificial products. Sheet masks, in particular, are having a moment. Unlike an $80 night mask, sheet masks are more affordable, generally retailing anywhere from $1 – $10 per mask. The lower price point makes these items more accessible to a wider audience, and an attractive impulse buy. Sheet masks are also Instagram-friendly; many having cute animal designs, bubble effects, and glitter finish.


Massage Warehouse

Bath BombBath Bombs

Bath bombs are another classic beauty product seeing a surge in popularity. Similar to sheet masks, bath bombs are Instagram-friendly treats at affordable price points that make great gifts for others or yourself. Around 2015, bath bomb sales really took off, largely thanks to the growing popularity of retailer Lush. Ever since, bath bomb sales have steadily increased, making them an in-demand item for shoppers nationwide.

In addition to standard bath bomb concepts like lavender and floral scents, novelty bombs like Pokémon and unicorn themes are popular, as well as bath bombs that have a surprise like jewelry on the inside. Retailers can also take advantage of seasonal trends and scents with different fragrances, such as pumpkin spice for fall.

Swanky Sweet Pea

Bulk Apothecary

sleep maskSleep Masks

Better sleep is one thing people are always willing to invest in. Combine more restful sleep with skincare benefits at an impulse-friendly price point and we have a winner. Sleep masks, or eye masks, are another product seeing a spike in popularity as shoppers look to disconnect, achieve mindful meditation, a better night’s sleep, and diminish under eye bags.

With different features such as cooling gel packs, headphones or earplugs, silk lining, and ergonomic designs, there’s not just one kind of eye mask. Consumers are likely to purchase more than one for themselves or as gifts.

Bucky Wholesale

Lotus Light Enterprises

Gift + Home

journalBullet Journals

Planners and notebooks have been lifesavers for professionals and students on-the-go for years. But, in this digital age, the mindfulness of creating handwritten notes, to-do lists, and scribing goals has taken on a new momentum. Hand lettering or modern calligraphy has gained a lot of popularity over the last year. Bullet journals are notebooks but, with, you guessed it, bullets instead of lines. This open format allows for more creative designs and lettering. The humble notebook, which fuses productivity with aspiration and meditation, stands as a welcome contrast to smartphones, smart watches, and the overwhelming accessories they beget.

BL Gifts Imports

Transient Books

unrootedSucculents and Terrariums

Terrariums date back to the early 19th century and had a wild pop culture moment in the 1970s. But today, succulents and miniature terrariums are here for more than just a brief fad. The mini gardens have steadily gained popularity over the past few years. Succulent sales are not exclusively for florists and garden centers, either. Many trendy bars and nightspots even hold Plant Nite events, where participants build their own terrariums.

In an increasingly digital world, tiny plants and succulents are an easy way to add some nature to even the smallest of spaces. They are also extremely easy to take care of. Meaning, these low maintenance plants can easily be incorporated into almost any retail store. Small succulents in cute pots are great impulse buys, especially as we enter spring and everyone is thinking green.


Mountain Crest Gardens

Aroma LampAromatherapy

A tried and true health and wellness item, aromatherapy is aging like a fine wine in the retail market. There is an essential oil to address every symptom and a blend to suit every taste. There are diffusers to suit every design style and price point. The global aromatherapy market is expected to reach over $2.35 billion by 2025, so there is really no reason not to join in on this movement.

L&V Creations

S&S Worldwide

Mind + Body

CBDCBD Products

Cannabidiol, or CBD, is a non-psychoactive component of cannabis. CBD products such as oils, tinctures, lotions, edibles, and supplements have gained popularity over the last few years for the calming and soothing properties it is said to have. CBD won’t get you high. It contains no THC, which is the component of cannabis responsible for that effect. Instead, CBD is supposed to be purely a health supplement. The popular substance has even spread into pet products. It is estimated that the industry will be worth $3 billion in the U.S. by 2021.

Miracle Nutritional Products

Beau Desir

Budha BoardBuddha Boards

The next phase of the adult coloring book, Buddha Boards combine the relaxing benefits of coloring with the lettering trend that’s been so popular. The product has been around for several years and fits in perfectly with today’s self-care and mindfulness movements. The Buddha Board is a canvas that you paint on with water. As the design dries it disappears, providing a clean slate for a new masterpiece, so it’s environmentally friendly and chemical-free.

Buddha Boards


Nootropics are brain-boosting supplements also known as smart drugs or cognitive enhancers. Though admittedly, the idea sounds questionable, these Silicon Valley-born supplements were created to help combat brain fog and high-stress levels. Nootropics cover a wide spectrum of ingredients ranging from caffeine to ginkgo biloba, amino acids, B vitamins, and more. Brain health was a $2.3 billion dollar business in 2015 and is projected to be worth $11.6 billion by 2024. Like a next-generation energy drink, nootropics can be easily added to the inventory of almost any retailer.


Clear my HeadEssential Oil Roll-Ons

Another natural solution to daily stress, essential oil roll-ons offer all the same benefits of your home diffuser in your pocket. The U.S. essential oil market size was valued at $3.36 billion in 2015 and is expected to witness an estimated growth rate of 9% from 2016 to 2024. Around 200 different types of essential oils are consumed all over the world annually, and the U.S. plays a major role in overall demand. Roll-ons come in isolated oils and blends targeting a variety of different uses. Essential oils are used to alleviate headaches, reduce anxiety, increase focus, boost energy, and more. Roll on varieties offers a unique value proposition for shoppers. Unlike traditional bottles of essential oil that aren’t meant to be placed directly on the skin, roll-ons can be applied to temples and pressure points for direct relief on-the-go.

Clear My Head

Kokokahn, Inc

wish crystalHealing Crystals

Crystals are said to have healing properties and carry different energies. Whether or not you believe in the power of crystals, there is no denying they have surged into popular culture. Crystals themselves are beautiful and easy to look at. For many, any health benefits that come along the way are just an added bonus. For others, there’s always the element of “what if?”

Stand-alone crystals reached mainstream popularity several years ago. If your customers are still hungry for the individual rocks, they make for a beautiful display. But, as the crystal movement is expanding with no sign of slowing down, consider incorporating creative products that take this trend to the next level. For example, water bottles with crystals, crystal combs, necklaces, and more.

Lotus Light Enterprises

Wish Crystal

Food + Beverage


Kombucha is an ancient beverage that was originally consumed in China more than 2,200 years ago for its detoxifying and energizing properties. Today, it has worldwide popularity. A quick Google search will give you many health claims about Kombucha. The beverage is made with a green or black tea base with added sugar that is then fermented with a tea fungus called symbiotic culture of acetic acid (vinegar) bacteria and yeast, or SCOBY. The result is a vinegar or sour tasting beverage full of good bacteria and probiotics. Similar to the craft beer phenomenon that’s overtaken many parts of our country, locally brewed kombucha can also be found on tap at many neighborhood cafes. While the validity of all the health claims is still to be determined, the popularity contest results are in. Kombucha sales will reach $1.8 billion by 2020 and experience a 25% compound annual growth rate (CAGR) of 25% from 2015 – 2020. For independent retailers, this is an excellent opportunity to partner with local brewers.

Brew Dr. Kombucha


The superpower antioxidants in green tea have been celebrated worldwide for centuries. Matcha is the trendier relative, made of specially grown green tea leaves that are finely ground and contain higher levels of caffeine and umami flavors. Matcha is also used to make hot beverages but has a more complex preparation process than traditional green tea bags.

Over the past few years, demand for prepared matcha beverages, matcha flavored foods, and matcha kits has soared. Sales of matcha products are expected to continue to grow 25% in the United States. Even if offering prepared foods is not in your cards, matcha kits make popular gift items, and matcha powder is a popular household product.

Green Drop Ship

As independent retailers, we know we have a strong advantage over corporate and mass-market retail when it comes to trendsetting, product innovation, and curation. We can pounce on trends and bring in new product lines faster than anyone else. Use these health and wellness trends as a starting point to find unique ways to make your store stand out, and stake your claim in the next trillion-dollar industry.