The wellness paradox: why more choice is making women more anxious

The booming global wellness industry promises to give us the world; curated visions of mind/body harmony, beauty and vitality as well as strength, resilience and empowerment. Yet beneath this glossy surface, a different reality is emerging. At Think Stylist, our conversations with UK women reveal a growing disconnect between the promise of wellness and its lived experience.

Anxiety levels are rising, with 53% of women reporting they feel more anxious than they did five years ago. Instead of feeling empowered, many are overwhelmed and under pressure to make the right choice. Keeping up with the latest innovations, miracle ingredients, and expert advice has become a job in itself. Sifting and searching through large volumes of conflicting information means women now must be in ‘verifier mode’.

This constant pressure to learn, adapt, and optimise is leading to what we call “learn out”, a state of cognitive fatigue where the mental load of wellness becomes too heavy to carry. Rather than inspiring action, it fuels indecision and deflates women, who are left wondering: “What’s right for me? Who can I trust? Is this even helping?”. For example, 48% of Gen Z and millennial women have started taking supplements, but how do they know they’re actually working?

The irony is stark: wellness, designed to alleviate stress, is now contributing to it. Nearly half of women (46%) are at risk of burnout, and almost two-thirds have struggled, or are struggling, with their mental health. The promise of wellness doesn’t always deliver what we expect.

Success in this space will come to brands that recognise this shift. The future belongs to those who simplify choices, earn trust, and communicate their goals and mission clearly so as to enable informed decisions tailored to women’s individual needs. It’s not about more products or louder messaging, it’s about clarity, empathy, and relevance.

Wellness should feel like a relief, not a responsibility. For UK women navigating this complex landscape, the brands that listen, guide, and personalise will be the ones that truly make a difference. This wellness revolution is not about selling serenity... it’s about delivering it.

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