How celebrities are reshaping self-care with wellness brands, from Hailey Bieber to Kourtney Kardashian

Once upon a time, the most predictable celebrity side hustle came in the form of a frosted glass bottle. In the 2000s, fragrance was the ultimate A-list accessory. The world’s biggest stars bottled moods that cost the same as a department-store spritz, from Britney Spears’ Curious to Glow by J.Lo. Come the late 2010s and early 2020s, celebrity brands like Fenty Beauty by Rihanna and Rare Beauty by Selena Gomez began to dominate product displays.

These days though, it’s less about smelling or looking like your favourite celebrity, and more about stepping into how they live and feel. Wellness products – from magnesium powders and electrolyte blends, to mood gummies and functional teas – have become the new celebrity must-haves, finding their way into your morning routine, your sleep schedule and even your self-talk.