Wellness is now a US$6.8 trillion global industry, and women are driving much of its growth. But are today's biggest wellness trends actually backed by research that reflects women's bodies? From supplements and cold plunges to wearables, hormones and cortisol, this article introduces 10 major wellness trends and asks where the evidence ends and the marketing begins.

The supplement industry is worth billions - but not every product is backed by strong evidence. In this pharmacist-led guide, Pretty Proven breaks down the science behind collagen, protein, creatine, longevity supplements and more, helping women understand what actually works, what’s overhyped, and how to make informed decisions before spending money on supplements.

Health advice has never been more accessible - or more misleading. From influencer-backed tests to unregulated treatments, social media is reshaping who we trust with our health. This article unpacks the rise of viral misinformation, the risks it poses, and how to critically assess what you see online so you can make informed, evidence-based decisions.