Tina Donati
Nov 05, 2025 · 8 min
Winning in health and wellness is about mastering the fundamentals.
Tina Donati
Nov 05, 2025 · 8 min
Tina Donati is the Head of Marketing at Simple Bundles and has spent the past 7+ years helping Shopify brands streamline their tech stack and unlock growth through smarter product bundling, better UX, and cleaner ops.
The global health and wellness market is massive—worth $6.8 trillion and still accelerating.
But the size of the opportunity also means competition is fierce. For every supplement brand, skincare line, or functional food launch, there are dozens of competitors vying for the same customer’s trust.
And that’s the key word here: trust.
In the wellness industry, people aren’t just buying products. They’re buying outcomes—better sleep, clearer skin, more energy—and they’re trusting you to deliver on promises that matter to their health. That makes wellness marketing different from any other category.
So how do wellness brands stand out and win in this crowded, high-stakes space? Not by throwing money at ads alone. The most effective marketing strategies are the ones that build trust, nurture a strong brand, and meet the specific needs of a target audience.
Let’s break down the wellness marketing strategies that matter most.
Before you worry about ad creative or influencer campaigns, you need to answer three core questions:
If you can’t clearly articulate those answers—and prove them through customer feedback—no amount of paid traffic will fix weak positioning.
Surveys and feedback loops. Post-purchase surveys, email campaigns, or quick onsite polls can reveal why customers purchased, what pain points nearly stopped them, and what could improve the experience.
Observe natural routines. Social media marketing provides endless insights. TikTok “get ready with me” and skincare routine videos reveal how customers are already pairing products. If someone buys a lip liner but pairs it with a competitor’s gloss, that’s an opportunity for a bundle.
Organic testing. Use digital marketing channels like Instagram, Reddit, or YouTube to test interest. If potential clients engage without ad spend, demand is real.
A site with heavy traffic but low conversions is wasted potential. In healthcare marketing and wellness services, websites act as both storefronts and proof of credibility.
In wellness marketing, customers are often skeptical. They want validation.
That means:
Three Ships does all of the above. Their site features a “Healthy Beauty Awards” badge directly on product images. Refund policies are displayed under CTAs, and UGC is showcased on product pages. This type of messaging builds trust by combining authority signals with authentic content marketing.
Think of your website as a silent salesperson. If it doesn’t inspire trust, you’ll lose the sale—no matter how many influencers recommend you.
One of the best ways to grow revenue without discounting is through bundling. It's the simplest way, by far, to increase AOV and your profit per session.
The Classic Bundle: Bundle complementary products that go hand-in-hand for a complete routine.
Three Ships offers a Best Sellers Kit that combines all of their skincare staples into one discounted set.
This is an easy “no-brainer” entry point for first-time customers who want the full experience without piecing it together themselves.
The Buy One, Get One (BOGO) Bundle: A proven favorite for driving volume. Great for consumables like vitamins or protein powder where customers need to replenish often.
The Build-Your-Own Bundle: Give customers control. Let them mix flavors, scents, or product types. FlavCity’s “Mix & Match 10-Pack” lets customers sample different single-serve flavors.
The UX is designed around solving a key pain point—“what if I don’t like the flavor I choose?”—by turning that hesitation into a fun, customizable buying experience.
The Limited Edition Bundle: Drive urgency with exclusive products or packaging only available for a limited time. Perfect for seasonal wellness kits like “Holiday Stress Relief” packs.
The Stock Clearance Bundle: Pair slow-moving items with bestsellers to move inventory while still offering value.
The Subscription Product Bundle: Combine a bundle with a subscription option. Customers get both value upfront and an easy path to stick with you long-term.
The Gifting Bundle: Pre-curated sets designed specifically for gift-giving. Wellness gifting is massive during the holidays—think self-care kits, spa bundles, or immune support packages. Westman Atelier leans into this strategy with holiday gift guide bundles.
They solve the pain point of “I don’t know what to get someone else” by offering curated seasonal kits that feel premium and ready to gift.
Free Gift with Purchase: Incentivize bundle purchases by including a small free item. This could be an offer like “Get a 2-pack of protein and get a free shaker bottle.”
Bundles help your customers succeed faster. Instead of figuring out which products go together, they get a curated experience that feels intentional and supportive of their goals.
And when you align bundles with customer intent—better sleep, healthier skin, improved energy—you position your brand as the go-to solution in their wellness journey.
One of the most powerful health and wellness marketing strategies isn’t selling—it’s teaching.
Customers in this vertical actively seek education, routines, and inspiration.
Educational content. Blogs, videos, or downloadable guides that explain routines (e.g., “How to Build a Better Sleep Routine” or “The Science Behind Vitamin C for Skin Health”).
Here’s an example from Good Protein’s recipe’s page, where you can filter by recipe type, product, and even flavor.
User-generated content. Sharing real routines and customer stories builds credibility. Brands like Athletic Greens amplify authentic morning routines from customers across demographics.
Bringing Three Ships back again here, this brand features UGC directly on product pages. It’s easy for customers to swipe through real videos and click into them to expand the video on the page.
This shows appreciation for the content creators who put the UGC together by featuring it on Three Ships’ website and boosts product credibility.
Communities. From Facebook groups to Discord channels, communities create ongoing engagement. Challenges like “30 days to better hydration” or “7-day skin reset” give customers structure while keeping the brand top-of-mind.
Obvi’s Facebook community does exactly this. With 116K shoppers and growing, people who love the Obvi products can come to the page to discuss their weight loss journeys, recipes, favorite flavors and more.
For health and wellness brands, subscriptions are one of the most powerful marketing strategies available.
Customers who find a product that works—whether it’s a protein powder, skincare routine, or daily supplement—don’t want to think about reordering every month.
They want it to show up at their door, consistently and on time. Subscriptions turn that customer preference into a long-term growth engine.
Athletic Greens has built its entire business model around subscriptions. Its AG1 product ships automatically every month, supported by messaging that emphasizes consistency in health routines.
They also have a membership program for shoppers who are ready for one level up from subscriptions. Members get exclusive savings, early access to products and promotions, and an even lower-priced subscription option.
Subscriptions and memberships bring up a good point for health and wellness brands… the importance of making it easy to re-order items again and again.
Most health and wellness products aren’t designed to be one-time purchases. If a supplement, skincare product, or protein powder works, customers will want to keep it in their daily routine.
To improve retention, remove friction from re-orders.
The simplest way to drive repeat purchases is to stay visible. If your brand falls out of sight, it falls out of mind. That’s where channels like Shopify’s Shop app come in.
If you’re not selling your products on Shop, you should—it’s free, mobile-friendly, and makes one-click checkout incredibly easy.
Instead of pulling up Safari on my phone and searching for a brand’s website, folks can scroll through recent orders and re-purchase in seconds. That convenience alone is worthwhile.
Another way to increase loyalty is by offering bulk purchase options. A first-time order may be a trial, but once customers discover a product they love, they often prefer to stock up. Bulk bundles provide better value for shoppers while securing larger repeat purchases for the brand.
For example, Glossier’s Balm Dotcom bundle allows customers to purchase three lip balms at once, with the option to choose different scents. This eliminates the hassle of remembering to reorder every few weeks while ensuring the customer stays stocked for an entire season.
It’s a win-win: customers get convenience and value, while the brand locks in repeat revenue without relying on heavy discounting or constant retargeting.
Winning in health and wellness isn’t about flashy campaigns or outspending competitors. It’s about mastering the fundamentals: clarity in product-market fit, trust-driven websites, strategic bundling, seamless reordering, and authentic community building.
Layer on influencers, transparency, and paid media only once those foundations are in place, and growth becomes much easier to sustain.
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