In response to the public health crisis, a number of wellness brands are promoting 'immunity-boosting' products. At a time when many people are looking to take additional health precautions, the promotion of alternative remedies is raising ethical questions about the unscientific nature of their claims.

Several beauty brands are harnessing the power of ASMR on TikTok to appeal to anxious Gen Zers. The tingle-inducing sensation, which forms the basis of an entire YouTube genre, is hitting the mainstream as brands look to connect with people in meaningful ways within the context of a pandemic.

As the worlds of beauty and wellness become increasingly intertwined, brands that bridge the two are finding fans fast. Spacemasks is offering a simple solution to a persistent problem for many Britons, helping wearers relax their minds and get some sorely needed beauty sleep.

People rarely give a second thought to the items used in everyday beauty routines, but a wave of challenger brands is shaking things up by offering luxurious and chic versions of everything from moisturizer to toilet paper. Why do these upgraded essentials appeal to Americans?