Cortisol: The New Wellness Buzzword for a Stressed-Out Gen Z

While a post-pandemic world promised a return to normalcy, stress levels have instead surged. This has fueled a burgeoning wellness trend centered around cortisol, the stress hormone.

"There definitely is an emerging trend with cortisol and cortisol-focused supplements," observes Mark Lacy, an investment banking director at Raymond James specializing in healthy living. "As mental health [and] macroeconomic uncertainty are more prevalent in today’s world, stress and mental health are at the forefront and thus things like 'cortisol face'."

This heightened awareness is driven by factors like:

Gen Z Anxiety: Younger generations, according to McKinsey, experience higher anxiety levels than older cohorts.
Wearable Tech: Devices like Whoop and Oura have increased consumer awareness of their cortisol levels.
Social Media: TikTok's "Cortisol Mocktail" trend boasts 1.4 million weekly views, a 20,000% year-over-year surge.

From "Stress" to "Cortisol": Rebranding for the Science-Savvy

Brands are capitalizing on this by shifting their focus from "stress" to "cortisol." "Seeing the word stress stresses people out," says Lacy, highlighting the appeal of a more scientific and less anxiety-inducing term.

"Everyone has heard of cortisol, and what ends up working in the world of wellness is when you can hook onto something that people are familiar with," adds Allie Egan, founder of Veracity, whose Cortisol Calming supplement is a top seller.

Nello: A TikTok-Fueled Success Story

Nello, a brand that launched on TikTok Shop, has emerged as a major player. Its Nello Supercalm, featuring ashwagandha and magnesium, has sold over a million units, driven by strong social media presence and celebrity endorsements (Jasmine Tookes, Bethenny Frankel).

Other brands, such as Live Healthillie with its Minerals & Chill, and established players like Ritual and Moon Juice, are also leveraging the cortisol trend.

"Cortisol Face": Hype or Reality?

The "cortisol face" phenomenon, while popular on social media, has been met with some skepticism from medical professionals. "There are a few diseases or syndromes where you can have high cortisol," explains Dr. Amanda Khan, a New York-based physician. "Cushing's syndrome, for example, can lead to fluid retention and puffiness."

Lacy emphasizes that "cortisol face" is often an oversimplification of the complex interplay between stress, lifestyle factors, and physical manifestations.

Despite the nuances, the cortisol trend is here to stay. Brands are increasingly integrating cortisol-related messaging into their marketing and product development. While some social media content may oversimplify the science, these supplements offer potential benefits in addressing the pervasive impact of stress in today's world.

Source: WWD

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