TikTok has become the fastest-moving focus group in the world. What once took brands months of research, surveys, and in-store observation now happens in real time on a platform where millions of consumers openly share their preferences, frustrations, rituals, and wish lists—often without realizing they’re doing market research for you.

Every January, consumers make ambitious promises to themselves. And every February, brands watch those promises collapse. Gym memberships go unused, detox products get pushed to the back of the cabinet, elaborate wellness routines evaporate, and supplement regimens shrink back to the simplest possible version.

Botanicals have become a cornerstone of modern skincare and wellness marketing. From turmeric to centella asiatica, licorice root, and beyond, brands are leveraging plants to support skin health, hydration, and overall resilience.

Adaptogens have become a buzzword in wellness, popping up in supplements, beverages, and skincare products. From ashwagandha and rhodiola to ginseng and holy basil, these ingredients promise stress relief, energy support, and hormone balance.

The connection between the gut and the skin has become one of the most popular topics in wellness marketing, especially in skincare and supplement spaces. You’ve likely seen claims like “heal your gut to heal your skin” or “this probiotic clears breakouts.”

And while the gut–skin axis is a real and well-documented biological relationship, the way it’s often presented can be overly simplified — or overstated.

Walk through any supplement aisle or scroll wellness TikTok and you’ll see the same words repeated over and over: clean, detoxifying, anti-inflammatory, hormone-balancing, and immune-supporting, to name a few. They’re everywhere because they work—they speak directly to consumer desires for control, vitality, and simplicity.

But here’s the problem: many of these terms are used in ways that are vague, misleading, or not supported by actual science. And while they may drive short-term conversions, they also erode trust, invite regulatory scrutiny, and make it harder for a brand to differentiate.