In the ever-growing world of wellness, it’s hard to tell where science ends and salesmanship begins. Consumers want better health, and companies want to sell products—and often, one is used to drive the other, whether or not it holds up under scrutiny.
Some trends explode seemingly overnight, bolstered by celebrity endorsements, slick packaging, and pseudo-scientific jargon that sounds more impressive than it is accurate. Behind many popular health movements is not a breakthrough in biology, but a brainstorm in branding. What looks like a revolution in wellness is often just a clever way to move units.
