​Decoding the future of luxury wellness: Karla Otto - The New Wellness Ecosystem

As wellness continues its rapid expansion — now valued at $6.3 trillion globally and forecast to grow by more than 9% by 2028 — luxury brands are reassessing how they engage with the category. 

​In response to this shifting landscape, Karla Otto has published a new report examining the forces redefining the wellness economy and the implications for luxury. As consumer expectations evolve, brands face growing scrutiny around scientific credibility, ingredient integrity, cultural relevance and authentic purpose. The opportunity is significant — but so too are the risks in an increasingly crowded and commercialised market. 

​Karla Otto appointed Phronesis as research partner to support the development of this report. Working alongside their Insights, Beauty & Wellness and Hospitality teams, we designed and delivered a comprehensive research programme to help uncover where real value and long-term credibility lie for luxury brands operating in wellness. 

​The report draws on more than 10,000 data points and in-depth interviews with 16 global industry experts, providing strategic guidance for brands seeking to navigate the category with authority and confidence.

Key themes include:

The Outlook

• Where wellness is headed
• Meet the new wellness consumer

 The Dynamics of Trust

• Science is a founding pillar of trust
• The new influence: experts and cosmetic chemists
• Can wearables be trusted?

The Platforms for Discovery

• The power of long-form
• The research mindset
• How does tiktok actually rate for wellness?

 The Experience Paradox

• The travel conundrum
• The re-rise of shared rituals
• Human vs the machine

Read Karla Otto’s full report