Mariella’s experience is wide: she has written, researched, edited and produced content that covers everything from fashion to feminism, travel to tech, and women to weed. Having worked in the fashion space for over ten years, she now focuses her energy on positive change, whether consulting and strategising for her femtech-inclined clients or reporting on women’s health. She has been published in the likes of Bustle, DAZED MEDIA, The Spaces, and 

, while also creating content for Appear Here, On, MATCHES, and Ounass. You can also find culture/consumer insight articles with her byline on LS:N Global, Canvas8 and BEAUTYMATTER —for the US, UK, and Middle Eastern markets. 

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience. 

Personal Worlds

We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more. The global health and wellness market is expected to reach over $8,945.3 billion by 2032, while self-improvement and the quest for reprieve and relaxation have become integral to all areas of our lifestyles.

Wellness was once for the elite, expressed through a Goop-like look and lifestyle. But now a more fragmented definition of wellness is on the rise, encompassing people’s diverse backgrounds and distinct needs. In a society ruled by high stress and burnout, what was once considered a baseline are now status symbols: sleep is a luxury, glucose monitors signal exclusive healthcare, and sob parlours offer curated spaces for catharsis. People are embracing more radical forms of wellness, employing minor plastic surgery and weight-loss drugs as a means of control over their lives.

Wellness is rapidly reaching new demographics across generations. Exhausted by the permacrisis, Gen Z is rejecting more traditional, buttoned-up wellness movements in favour of little treats, girl dinner, ‘bedrotting’, or ‘rat snacking’ as forms of self-care with a sense of release. At the same time, longevity is becoming a priority as Gen X and Boomers rethink wellness to suit their needs. Some are taking up clubbing as a way of keeping an active lifestyle, while others are looking for nuanced approaches like menopause diets to support the changes that come with age. A desire for more bespoke wellbeing is driving an increase in health hacking – whether through technology or prioritising socialising with peers.

Being+

Rina Raphael is a journalist who covers health, wellness, tech, and women's issues. She contributes to publications such as 

, and more. Her industry newsletter, Well To Do, examines the latest wellness trends. She's the author of 

, an exploration and critique of the wellness industry, its role in women's lives, and the forces that gave rise to the phenomenon – which could ultimately bring it down.

United States

Health and Fitness

News Medical

Wall Street Journal

JAMA Internal Medicine

Clue

Nature

Interview with Rina Raphael conducted by Canvas

University of Exeter

UC Davis Health

Journal of Reproduction & Infertility

Interview with Rina Raphael conducted by Canvas8

McKinsey and Co

WEF x McKinsey

Forbes

The Guardian

Duke University

Financial Times

Femtech Insider

Femtech World

Clue wants to understand the root causes of women’s health issues like endometriosis, and it utilizes its biggest asset to do it – its extensive and international dataset. The menstrual tracking app is strengthening its longevity and loyalty by collaborating with global researchers and its community.