With wellness continuing to dominate the beauty and lifestyle industries, it’s easy to feel overwhelmed by the sheer number of trends and products that captured the spotlight in 2024.
From viral TikTok moments to Instagram’s self-care sensations, Cult Beauty has analysed social media buzz across TikTok, Pinterest, and Instagram to uncover the most searched wellbeing trends on social media in 2024.
This study reveals not only the trends that captured our attention but also highlights the products and rituals that have become staples in our daily routines and will shape our wellness practices well into 2025.
The Top 10 Wellbeing Trends of 2024
| Rank | Trend | TikTok | Total Searches | ||
| 1 | Magnesium | 5,163,320 | 1,456,320 | 304,218,0 | 9,661,820 |
| 2 | Probiotic | 2,456,920 | 8,235,60 | 4,324,820 | 7,605,300 |
| 3 | Kombucha | 1,667,890 | 6,122,30 | 3,123,870 | 5,403,990 |
| 4 | Vitamin B12 | 1,563,330 | 5,297,30 | 2,450,120 | 4,543,180 |
| 5 | Wall Pilates | 1,050,000 | 3,248,70 | 8,703,40 | 2,245,210 |
| 6 | Planking | 5,455,10 | 1,832,40 | 1,240,670 | 1,969,420 |
| 7 | Collagen supplements | 5,543,10 | 2,031,20 | 8,564,20 | 1,613,850 |
| 8 | Ice baths | 2,824,00 | 8,714,0 | 1,862,30 | 5,557,70 |
| 9 | Red light therapy | 3,142,20 | 8,756,0 | 1,458,70 | 5,476,50 |
| 10 | Raw milk | 1,892,10 | 6,283,0 | 2,348,90 | 4,869,30 |
Here’s what topped the charts:
1. Magnesium
(Total Searches: 9,661,820)
Crowned the leading wellness trend of 2024, magnesium has cemented its place as a must-have for holistic health and beauty. Known for its role in over 300 biochemical processes, including muscle function, stress reduction, and sleep improvement, magnesium is a powerhouse ingredient in both dietary supplements and topical products. Magnesium-infused lotions and bath salts have become self-care essentials, offering relaxation and recovery benefits after a long day.
In addition to its soothing properties, magnesium has gained popularity in skincare for its ability to calm irritated skin, reduce inflammation, and support a healthy skin barrier. From stress-relief sprays to hydrating body creams, magnesium’s versatility has made it a favourite for those prioritizing both inner wellness and outer glow. Its prominence reflects a broader trend toward multitasking products that enhance overall well-being while delivering tangible results.
2. Probiotics
(Total Searches: 7,605,300)
As the connection between gut health and glowing skin gained widespread recognition, probiotics quickly became a cornerstone in both dietary and skincare regimens. These beneficial bacteria not only balance the skin’s microbiome but also strengthen its natural defences, reduce inflammation, and enhance hydration levels. Probiotic-infused moisturizers, cleansers, and serums have risen in popularity, offering a gentle yet effective approach to achieving radiant, healthy skin.
3. Kombucha
(Total Searches: 5,403,990)
Long celebrated as a gut-friendly health drink, kombucha has found a new role in the world of skincare. Rich in antioxidants, natural acids, and beneficial bacteria, it helps combat oxidative stress, improve skin texture, and support hydration. Kombucha-based products are particularly favoured for their ability to revitalize dull or tired skin, making them a staple in self-care routines aimed at achieving a fresh, dewy complexion.
4. Vitamin B12
(Total Searches: 4,543,180)
Known for its role in boosting energy and focus, Vitamin B12 emerged as a standout ingredient in wellness this year. It has been integrated into supplements, energy-boosting drinks, and even topical products designed to combat fatigue and revitalize the skin. As an essential nutrient for cell regeneration and brain health, Vitamin B12 has become a favourite among those seeking to improve mental clarity and maintain an active lifestyle.
5. Wall Pilates
(Total Searches: 2,245,210)
Merging mindfulness with strength-building, wall Pilates became the go-to fitness trend for individuals seeking an effective yet low-impact workout. By using a wall for support, this innovative routine improves posture, enhances core strength, and increases flexibility. Its adaptability makes it accessible to fitness enthusiasts of all levels, while its emphasis on controlled movements appeals to those looking for a calming, meditative exercise.
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