In the unprecedented times of Covid-19, many consumers have seen the stress, uncertainty and feelings of isolation take a toll on their wellbeing (Mintel, 2020). With the increasing awareness around mental health, the importance of self-care has been highlighted, and consumers are shifting towards more simplistic lifestyles. 

81% of global consumers considered living a less complicated lifestyle important in creating a feeling of wellbeing and wellness (GlobalData, 2019).