The Post-Hustle Era of Self-Care Is Here
Is wellness softening? A new report from Circana suggests it is, as self-care shifts from performance to small, daily moments that bring joy
For every athlete grinding through a Hyrox race, chasing another PR or cold plunging, there’s another side of wellness quietly taking shape that isn’t competitive or uncomfortable.
Across social media, that shift is growing. People are sleepmaxxing, swapping hustle hacks for sleep rituals and exploring the #slowliving movement, a social shift toward calm mornings, comfort rituals and a kind of wellness that doesn’t demand optimization.
Circana’s recent webinar, “The Global Health and Wellness Market: Generations’ Quest for Healthier Lives,” calls it something else: the start of a low-volume era, defined by blenders, Mahjong and functional skincare.
It starts small and at home.
The market analytics firm found that sales of small appliances are surging, particularly cordless and single-serve blenders, perfect for whipping up a quick protein shake, while home comfort items like air purifiers and vaporizers have also posted double-digit sales growth in the first five months of 2025.
“In many ways, consumers are embarking on a return to home — a return to some of the same home-centric behaviors witnessed during the pandemic,” Circana home industry advisor Joe Derochowski said.
Play Time Is for Adults, Too
Although many households are cutting back due to inflation and higher costs, the renewed investment in home products could also reflect a broader shift in lifestyle, especially as major employers are struggling to bring workers back to the office.
Even play has joined the self-care conversation. Mahjong, the tile-based game, is projected to grow at a 7.5% compound annual rate by 2033, fueled by both its cognitive and social benefits, according to Circana.
Interestingly, the analytics firm also points out that toys are no longer just for kids. Nearly one in five adults has bought Pokémon cards for themselves in the past six months, and 13% said it was for emotional reasons, whether nostalgia, social connection or simply the joy of collecting.
“These purchases are helping adults tap into mindful play, boosting mood, sparking confidence and creating moments of personal joy,” Circana noted.
The trend now extends to include emotional-companion tech, like the newly-launched Casio’s Moflin, a fuzzy palm-sized AI companion that coos, mimics breathing and reacts to touch to ease loneliness and stress. Moflin’s U.S. debut follows a viral crowdfunding campaign in Japan that surpassed its goal by 3,000%.
Functional Skincare Is Booming, Including With Men
Meanwhile, beauty and wellness (two worlds that continue to overlap) have become a form of therapy.
Circana highlights the rise of functional skincare and skinification, routines designed to boost confidence and mood, not just appearance. Fragrance, scalp care and even men’s grooming are also driving growth, as 82% of men now say they practice self-care.
Brands are rushing to meet demand, such as Gameday Men’s Health, which has expanded in New York City with its luxe “man cave” clinic model. The franchise offers testosterone therapy, peptides and recovery treatments in a setting featuring sports memorabilia and flat-screen TVs.
Food has also become part of the emotional wellness equation. Visits for snacks, ice cream and small treats are up 26% from pre-pandemic levels, which Circana describes as “food for mood,” a simple act of self-care that represents balance over feeling guilty for indulging.
Ultimately, as Circana sums up, wellness doesn’t just look like a finish line anymore. It can be a small treat, a quick brain puzzle or a quiet ritual at home and a reminder that feeling good doesn’t have to mean doing more.