Unilever Wellbeing CEO Ties Gen Z Trends to Beauty Wellness
Unilever Wellbeing CEO Jostein Solheim says Gen Z and millennials are driving a fundamental shift where beauty and health converge, accelerating demand for
Unilever is targeting millennials and Gen Z with wellness brands as they begin longevity-focused health journeys earlier in life. The company sees an opportunity to engage with younger people who think about longevity from an earlier life stage.
Jostein Solheim, CEO of Unilever Wellbeing, outlined this strategy at the Groceryshop conference in Las Vegas this week. He stated that the entire well-being industry is now being driven by Gen Z, a trend that first started with millennials. People in their 30s and 40s are now talking about longevity, healthy aging, and setting the groundwork for it. Solheim noted that starting a wellness journey at age 65 presents a tough business opportunity, making the younger demographic key. He said Unilever is bullish on well-being at the core of beauty and personal care due to this fundamental trend driven by young people engaged in learning.
The three shifts redefining beauty and well-being
Solheim identified three major shifts transforming consumer behavior: health goals for disease prevention, the convergence of beauty and well-being, and the digitalization of health trends. The first shift sees people developing health goals to prevent future diseases. The second is the convergence of beauty and well-being, anchored in the idea that you cannot feel beautiful if you are not feeling good inside.
This trend coincides with the third shift, the digitalization of health. Solheim said digitalization allows consumers to access science at a whole new level. He stated that this collective shift has created significant opportunities for branding and building deeper consumer relationships.
From appearance to wellness: the evolution of beauty dieting
Consumer focus has moved from dieting for appearance to health, and now to wellness and beauty. Solheim said this shift enables deeper brand relationships. "When you go back 10 years, beauty was very much defined as appearance," he said. People used to diet for appearance, then for health reasons. "Now we’re on a diet for wellness and beauty."
How brands like Olly and Grüns fit Unilever’s wellness vision
Unilever’s acquisition of science-backed supplement brands reflects its bet on personalized wellness as central to its beauty portfolio. Unilever Wellbeing now owns seven wellness-oriented brands. Four of them are considered power brands.
| Brand | Category | Key Detail |
|---|---|---|
| Olly | Vitamins & Supplements | Acquired in 2019, called 'the original disruptor of the vitamin shelf' |
| Liquid I.V. | Hydration Solutions | A power brand within the portfolio |
| Nutrafol | Hair Wellness | A power brand within the portfolio |
| Grüns | Daily Nutrition | Acquired earlier this year, cited as containing six grams of fiber and 21 vitamins per serving |
Solheim said a product like Grüns is probably your GLP-1's best friend because of its nutritional profile. He noted the supplements category had been marred by overclaims but now consumers seek personalized approaches, acknowledging that what works for one person might not work for another.
GLP-1, AI, and the acceleration of proactive health
The rise of GLP-1 drugs and AI-assisted health data are described as giant accelerators pushing consumers toward preventive, science-informed wellness routines. These technologies are accelerating the proactive health approach that defines the current market.
Historically, Unilever was considered one of the biggest food companies in the world. Its portfolio is now a healthy mix of food, beverage, and better-for-you wellness brands. Solheim said consumers have taken agency over their own health and integrated wellness into everyday life. As more consumers prioritize preventative health and longevity, these shifts will continue to change how major consumer goods companies message their products.
