Fast Company December 26, 2018
The Drybar of acupuncture? In-N-Out for plant-based burgers? Startups find new ways to bring healthier food and self-care products to wider audiences.
It’s been a wild year for health and wellness. The booming sector consistently bleeds into more mainstream categories–to the point where traditional retailers depend on it to boost slowing sales. Sephora, for example, is now flush with luxe dental floss, natural deodorants, and $38 collagen-enhancing beauty supplements.
But at the same time, vigilant consumers and watchdog groups are fighting back against the fakes and exaggerated claims. Earlier this fall, Gwyneth Paltrow’s Goop settled a lawsuit brought by 10 California counties that argued its product advertisements lacked reliable scientific evidence. (Some customers were able to...
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