It’s no secret the beauty landscape has changed. Gone are the days when glossy endcaps and department store counters were the end-all, be-all. Today, discovery happens in feeds, conversion happens in DMs, and loyalty is built through clicks—not foot traffic.

Once a buzzword, now a movement—the skinification of beauty and wellness is more than just a trend. It’s a full-blown shift in how we think about care, from the tops of our heads to the tips of our toes. And if you haven’t noticed yet, it’s everywhere. Haircare, body care, even supplements and makeup are taking cues from skincare’s ingredient-first, ritual-driven mindset.