In recent years, I have noticed a profound change in the way people view well-being. It stopped being an aesthetic pursuit or a routine effort and began to occupy a new place: that of a lifestyle. Today, wellness is present in our daily decisions, from what we eat and where we train, to the way we work, rest and interact.
This movement is global and is also impressive in terms of numbers. The global wellness market already exceeds US$5.6 trillion and, between 2020 and 2022 alone, it grew by around 12%, according to Global Wellness Institute. In Brazil, this advance is strongly reflected: the sector generates nearly US$100 billion, with emphasis on the healthy eating and personal care segments, which together represent the majority of this total. It is a growth that does not just come from fads, but from a cultural change, that investing in well-being is investing in longevity, productivity and quality of life.
What was once an isolated practice like exercising, eating well, sleeping better has become an integrated system. Wellness is now about understanding the individual as a whole. I see this transformation every day in gyms, restaurants and wellness centers that seek to combine science, design and emotion into complete experiences. People don’t just want physical results; they want meaning. They want self-care to be connected to routine, identity and personal values.
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In the businesses I lead, I have always believed that well-being needs to be felt before it can be explained. Every detail, from architecture to service, from aromas to music, is designed to generate presence and connection. This combination of sensoriality, health and experience creates what I call premium well-being, where care is perceived in each interaction.
What delights me is seeing how Brazil has a unique role in this scenario. We are a country that values the body, touch, joy and community. This energy allows us to reinterpret global wellness with authenticity, bringing lightness and pleasure to a universe that, in other countries, tends to be more rigid and functional.
The new wellness is, above all, about awareness. About understanding that living well is not a distant goal, but a daily construction, which involves choices, presence and purpose. And perhaps this is the great trend of our time: balancing performance and pleasure, productivity and pause, results and well-being.
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The future of wellness has already begun. And it happens, every day, in the way we choose to take care of ourselves.
