The Wellness Brands I Can’t Stop Talking About — And What They’re Secretly Doing Right
There’s a difference between a wellness brand that’s liked and one that’s obsessed over. And I don’t mean just pretty packaging and influencer buzz — I’m talking cult-level resonance. Emotional buy-in. Customers who don’t just reorder — they re-identify.
As a wellness copywriter and the founder of EVOA Copywriting, I live for decoding that magic. This blog post? A breakdown of four wellness brands quietly (or loudly) winning — and what they’re doing with their words, positioning, and presence that you can’t afford to overlook.
Spoiler: It’s not random. It’s copy — and it’s intentional.
1. The Skinny Confidential — Selling Lifestyle, Not Just Product
What they’re doing right:
Lauryn Bosstick doesn’t just sell an ice roller — she sells a vibe. The blog-to-brand blueprint behind The Skinny Confidential is a masterclass in brand voice consistency. Her tone is unapologetically her: unfiltered, glam, smart, spicy. From her podcast intros to her product descriptions, you’re buying into a lifestyle, not just a skin tool.
Copy move to steal:
→ Anchor your messaging in a bigger mission, not just the function of your product. TSC doesn’t sell a face tool. She sells confidence rituals and self-care with an edge.
PR takeaway:
This is a brand journalists quote. She makes their job easy by having clear, bold angles baked into every sentence.
2. Arrae — Making Science Sexy
What they’re doing right:
Arrae turns supplements into fashion accessories. Founders Siffat and Nish know that modern wellness girls don’t want bulky vitamin jargon. They want bloat relief that looks cute on a vanity — and sounds even better in a sentence. Their copy is soft, intentional, and digestible — just like their products.
Copy move to steal:
→ Use pain-point awareness without sounding like a textbook. Their site gently leads you into what’s wrong, then swiftly positions Arrae as the effortless solution.
PR takeaway:
Packaging and copy work in tandem here. Arrae doesn’t chase trends — they’re setting a new wellness standard. That’s the kind of innovation editors want to feature.
3. Cymbiotika — Educating with Edge
What they’re doing right:
Cymbiotika isn’t afraid to get nerdy. They don’t dumb down their formulations — but they do break it down beautifully. They take complex, functional medicine-level info and weave it into minimalist copy that feels elevated, not overwhelming. It’s the kind of intelligence that builds trust fast.
Copy move to steal:
→ Don’t assume your audience wants “dumbed down.” Instead, speak to them with respect — then help them feel smart, empowered, and in control of their wellness.
PR takeaway:
They own their niche: elevated biohacking meets luxury. Editors love a brand that knows exactly who they’re talking to — and writes accordingly.
4. Moon Juice — Building a Language of Their Own
What they’re doing right:
Moon Juice basically coined “dusts,” and they’ve built an entire wellness vocabulary around their products. Their copy is dreamy, alchemical, and whimsical — but still clean. Every touchpoint (product name, ingredient breakdown, even customer support emails) feels like an extension of their magical wellness world.
Copy move to steal:
→ Create your own internal language. It builds loyalty and brand identity in one. People don’t just use Moon Juice — they speak Moon Juice.
PR takeaway:
Brand identity this strong gets media attention because it’s impossible to ignore. When everything sounds like your world, you control the narrative.
Final Thought
These brands don’t rely on just products to win — they rely on positioning and copy that makes you feel something. If you’re building a wellness brand that wants to spark obsession, you can’t afford to skip this part of the process.
Need help bringing your voice to life, or building an unforgettable brand language?
I offer complimentary 15-minute copy consultations to brands that are scaling or launching something new — and yes, I’d love to hear what you're working on.
