Cover Filipino actress Julia Barretto is one of the many stars with wellness brands. (Photo: Instagram / @hellorichbeauty)
Filipino actress Julia Barretto is one of the many stars with wellness brands. (Photo: Instagram / @hellorichbeauty)
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Celebrity wellness brands make self-care more chic, clickable and desirable
Once upon a time, celebrity branding meant fragrance deals, handbag lines or perhaps a single underwhelming cookbook. Today? It’s adaptogens, essential oils, lymphatic drainage tools and “mindful lip tints”. Wellness is no longer just a niche; it’s cultural currency, and A-list stars are trading it in droves.
Some of these stars want to help us sleep better. Some want to exfoliate our trauma. A few want to realign our chakras while promoting sustainable packaging. Whatever their angle, one thing is clear: being well is the new being relevant.
So who’s leading this beautifully moisturised charge? Here’s a look at some of the most intriguing celebrity wellness brands—from the audaciously famous to the delightfully local.
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1. Gwyneth Paltrow – GOOP (US)
Actress Gwyneth Paltrow may just be the mother of all wellness empires; you can’t talk celebrity wellness brands without bowing at the altar of Goop. Whether it's bee-sting facials, psychic workshops or US$130 eye masks that “emotionally support your third eye”, Paltrow’s brand is both outrageous and oddly pioneering. Goop may be the Silicon Valley of wellness: a little insufferable, wildly ambitious, but undeniably influential.
Also read: Gwyneth Paltrow on her beauty philosophy, self-care tips and more
2. Kourtney Kardashian – Poosh (US)
If you’ve ever watched earlier Keeping Up With the Kardashians episodes, you’d know that the eldest Kardashian has always been into all things organic, sustainable and natural, so her move to the wellness space was a natural next step.
Kardashian’s Poosh is what happens when Pinterest boards come to life. It mixes lifestyle content (morning routines, detox guides) with curated product lines for body, home and soul. It’s Goop with less sage burning and more “clean girl” gloss.
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3. Patrick Schwarzenegger – MOSH (US)
Mental clarity is the new protein shake. This is what makes MOSH different from other wellness brands.
Patrick Schwarzenegger and his mother, Maria Shriver, co-founded MOSH, a wellness brand focused on brain health. Inspired by Shriver’s work in Alzheimer’s advocacy, MOSH serves up protein bars formulated with lion’s mane, ashwagandha and omega-3s. With flavours like Cookie Dough Crunch and thoughtful design, it’s wellness that looks and tastes like indulgence, but performs like a nootropic.
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4. Heart Evangelista – Pure Living Wellness (Philippines)
It’s wellness for women who sip tea from Hermès cups. Fashion icon and actress Heart Evangelista’s wellness venture is as aspirational as her closet. Pure Living Wellness is a holistic lifestyle brand that spans skincare gadgets, supplements (Vita Sense) and even mood-boosting essentials like Ultima essential oils. As always with Evangelista, elegance meets intention—whether you're targeting stress or just organising your vanity table with surgical precision.
See more: "Fashion is your armour"—Heart Evangelista looks back on how she found her authentic self and style
5. Cheryl Wee – Company of Wellness (Singapore)
She’s the mother of postpartum wellness in Southeast Asia, so a follow-up self-care brand is only natural.
Former actress and mompreneur Cheryl Wee created Company of Wellness after battling personal body image issues. The brand focuses on detoxification, hormonal balance and overall women’s health. Offerings include detox drinks, skin-brightening jellies and specially designed wellness programs for busy women juggling kids, jobs and the occasional existential crisis. In other words, she’s not here to sell fantasy—she’s here to get your gut in shape and your glow back.
6. Julia Barretto – Rich Beauty & Wellness (Philippines)
Here's a wellness brand with the ambition to bottle serenity—and possibly success.
Julia Barretto, one of Philippine cinema’s most stylish darlings, launched Rich Beauty & Wellness not just as a beauty brand, but as a call to slow down. Think: essential oils in sleek packaging and lip tints infused with vitamins. The Head Breeze oil roller claims to calm the mind and lighten the head—an instant escape for the chronically overstimulated. Meanwhile, the Rich Daily Lip Tint is the perfect marriage of beauty and wellness, giving you a hydrated pout and peace of mind.
Barretto isn’t selling unattainable perfection. She’s offering pocket-sized rituals that feel luxurious without screaming effort.
See more: For Filipinos, by Filipinos: Celebrity-owned beauty brands set to dominate Summer 2025
