Hello friends,

Five years ago today, the world shut down—and we lost our minds.

We drank. We binged. We lived on sourdough and escapism. Then, the reset hit. Wellness surged from a niche pursuit to a full-blown cultural movement. Green juice replaced happy hour. Cold plunges became the new club scene. Sleep tracking turned into a flex.

Now? We’re at a tipping point.

Has wellness peaked? Are we about to see a pendulum swing back toward indulgence, rebellion, and raw, unfiltered pleasure?

This week,

Let’s get into it.

Quick Links

• Wellness is the New High

• The Cata-Lyst: 6 mind-expanding finds we're tuning into right now

• Wait What?!: Sci-fi tech hitting the real world

• 5 Great Marketing Moves

• We Are Now The Screen

• TL;DR

Wellness is the New High

Wellness isn’t just about feeling good—it’s about control. It’s a flex. A status symbol.

Take hyperbaric oxygen therapy: Justin Bieber records with one. Athletes swear by it. CEOs claim it sharpens their thinking.

These chambers force oxygen deep into the bloodstream—touted for faster recovery, anti-aging, and even cognitive boosts. The FDA approves them for burns and wound healing, but wellness culture is betting on bigger benefits.

The risks? Over-oxygenation, pressure issues, and DIY disasters (seriously, the FDA warns against it). With studies still out, one thing’s clear—oxygen is now a luxury status symbol.

And brands? They’re following the shift, turning longevity into lifestyle.

The New Pleasure Economy

• Daybreaker’s Sauna Raves – Sweat. Plunge. Dance. Repeat. Daybreaker’s winter sauna raves at Othership blur the line between ritual and rave—primal, euphoric, fully embodied.

• Weight-loss drugs go mass-market – The biggest biohack of them all? Losing weight without the work. With generics making semaglutide cheaper, this isn’t just for the elite anymore.

• Biohacked rest is the next frontier – Sleep isn’t passive—it’s engineered. Apollo Neuro and Nightware are using biometrics to fine-tune cycles. Because better sleep = better performance.

• Sleep Tourism: The New Luxury Escape – Deep rest is now a premium experience. AI-powered beds, soundproof suites, personalised melatonin protocols—because nothing screams luxury like a perfect sleep score.

• AI Nutrition Plans – The one-size-fits-all diet is dead. Platforms like ZOE, Noom, and Suggestic are rewriting food rules with hyper-personalized nutrition, decoding gut microbiomes and glucose responses to optimize every bite.

• The Cold Plunge Economy – What started as a Huberman bro-trend is now a luxury wellness ritual. Equinox is charging $50 a session for cryotherapy—and people are lining up for the shock.

The Takeaway: Has wellness gone too far? We’ve hacked our sleep, optimised our meals, and tracked every metric of our existence. But at what point does wellness start to feel like work? The pendulum always swings. If the last five years were about control, what’s next might be about letting go.

The question is: Are we ready?

The Cata-Lyst: 6 mind-expanding finds we're tuning into right now

Outlive – Peter Attia’s longevity bible on how to outsmart aging.

Feel Better, Live More – Dr. Rangan Chatterjee’s deep dives into everything from sleep hacking to stress detoxing.

The End of Aging? – WIRED’s sharp take on longevity tech, biohacking, and whether we’ll actually live to 150.

Huberman Lab – The podcast that launched a thousand ice baths. Neuroscience-backed insights on hormones, habits, and human potential.

Why We Sleep – If you’re not getting eight hours, Matthew Walker wants a word. The science behind sleep’s impact on performance, longevity, and brain health.

The Quiet Rich – Jade Bonacolta on redefining wealth beyond money with time, health, and freedom as the ultimate luxury.

Wait What?!: Sci-fi tech hitting the real world

Milk by Mail: Oat milk in a carton? That’s old news. Now it’s paper-thin sheets—just add water. Flat-packed groceries could be next. ​

VR Solitary Confinement: California is replacing solitary cells with VR headsets for inmate rehabilitation. Black Mirror plot or the future of criminal justice?

AI-Built Biology: NVIDIA’s Evo 2 is analysing DNA from 100,000+ species to design synthetic proteins—potentially rewriting the future of food, medicine, and aging.

Brain Tattoos Are Here: Ultra-thin, EEG-reading, and flexible. These temporary tattoos could track your mental state—or let you control devices with your thoughts.

5 Great Marketing Moves

With wellness brands drowning in sameness, these brands are breaking through by bringing back fun, flair, and a fresh take on pleasure.

On x Elmo – On teams up with Elmo to challenge the ‘go-hard’ running mentality. Softness wins in running—and in life. Their Cloudsurfer 2 drops with a dose of self-compassion.

Kahlúa St. Patricks Day – Forget Guinness. Espresso Martinis are taking over Paddy’s Day. Kahlúa’s cheeky campaign, led by Irish comedians and mini-pint glasses, makes a bold bid for the holiday staple.

Tesco Pancake Day – Tesco flips its ads upside down to celebrate Pancake Day—literally. A clever play on the iconic pancake flip that made passersby do a double-take.

Heinz Baby Food – So good, even parents can’t resist. Heinz leans into the guilty pleasure of sneaking baby food with a campaign proving its quality is that good.

Oatly Blind Taste Test – Plant-based vs. dairy—can you tell the difference? Oatly puts coffee lovers to the test, daring them to admit oat milk can be just as creamy.

We Are Now The Screen

Screens no longer just compete for our attention—we are becoming them. Anrealage’s Fall 2025 collection, "SCREEN," embeds thousands of LEDs into garments, turning fashion and humans into a living display. Future outfits will be able to shift in real-time, reflecting mood, location, or social feeds. Will we be expressing ourselves—or just becoming another scrolling surface?

TL;DR

• Wellness went from niche to necessity, but has it gone too far?

• Control is the new indulgence: biohacking, oxygen chambers, and engineered rest are the new status symbols.

• Longevity is big business—brands are turning health into a high.

• The best marketing moves bring the fun.