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Brief Published: 25 Jul 2019

Accessible Wellness: Scentbird’s Holistic Subscription


As the boundaries between health and beauty increasingly blur, smart brands are capitalising on the momentum of the wellness economy. One of the latest is US fragrance subscription service Scentbird, which is moving beyond its core business by adding holistic offerings to its portfolio.

Modern consumers are seeking total wellbeing, and tapping into this mindset, Scentbird added 18 full-sized wellbeing-focused products to its assortment in July 2019. Items include US brands Way of Will’s Soothe & Cool Massage Oil, and Anima Mundi’s Collagen Booster Elixir.

Each month, customers can select one of the products to try before committing to buying a full-sized item. This allows them to explore their benefits from the comfort of their own homes, and also creates a more accessible way to inject new wellbeing practices into their everyday routines.

In addition, they’re also asked to create a personalised queue of items they’d like to try out next – a strategy that affords them a sense of control when committing to a subscription-box model. To read more about this tactic, see Membership & Tiered Retailing: Key Strategies.

The desire for self-care is motivating consumers to slow down and take time out for themselves, and Scentbird’s expansion into the wellness sector caters to this consumer demand. Globally, 77% are planning to improve their mental wellbeing and happiness over the next year (GlobalData, 2017).

Scentbird’s offerings are only available for a limited amount of time, and the company plans on swapping out products for those more in line with consumer trends. For example, it now stocks items from US CBD brand Highline Wellness, including oil, capsules and creams. 

CBD has grabbed the attention of the beauty industry and consumers alike, and the non-psychoactive ingredient has become a well-known cure for anxiety, insomnia and inflammation. To read more about its impact on the beauty market, see Beauty’s CBD Rush: Unpicking the Hype.