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American consumers are spending more on wellness. They’re also expecting more from it.
From hormone-balancing supplements to functional tonics and vascular-tech breakthroughs, a new wave of businesses is redefining what it means to feel and be well. Today’s most promising health-forward brands are leaning into personalization, prevention, and performance, blending clinical-grade science with consumer accessibility.
The market is massive. The Global Wellness Institute valued the global wellness economy at $6.3 trillion in 2023, and forecasts it will hit $9 trillion by 2028. U.S. consumers are driving this growth, particularly in fast-growing segments such as metabolic support, sleep optimization, and longevity-enhancing treatments.
But wellness isn’t a one-size-fits-all journey. For many, it begins with managing stress or improving daily energy. For others, it’s about addressing biological shifts like hormonal decline. And for those facing serious medical risks, it’s about life-saving interventions that move beyond pills and routines.
While these three companies are different, together they capture the evolution of wellness: from everyday recovery to optimized aging and medical-grade repair.
cbdMD: Functional Stress Relief
For a generation increasingly focused on sleep, energy, and mood stability, “self-care” has gone clinical. Enter cbdMD—a wellness brand turning everyday stress relief into a science-backed routine.
While the company has recently expanded into social-friendly formats like alcohol-free drink mixers and adaptogenic tonics, its loyal following stems from its broad-spectrum CBD gummies and tinctures, crafted to promote calm focus and mental clarity, without THC or synthetic additives.
CBD (cannabidiol) interacts with the body’s endocannabinoid system, especially CB1 and CB2 receptors, believed to help regulate stress response, inflammation, and mood. While research is ongoing, peer-reviewed studies suggest that broad-spectrum CBD may reduce cortisol, improve sleep onset, and support nervous system balance. One 2019 study found that nearly 80% of participants saw anxiety improvements after CBD use, while another 2023 study linked 50mg daily use to better perceived sleep and immune health.
Unlike many CBD brands that lean on vague wellness buzzwords, cbdMD prioritizes third-party testing, Certificates of Analysis (COAs), and GMP-certified production to back its claims.
As stress management becomes a core pillar of health, cbdMD is positioning itself not as a fad, but as a scalable tool in the science-backed future of functional recovery.
21 Again: Men’s Wellness for the Age of Optimization
There’s a quiet revolution happening in men’s health, and 21 Again is at the center of it. Founded by food scientist and wellness entrepreneur Jarret Stopforth, Ph.D., the company offers a modern, non-invasive solution to support testosterone, metabolism, and cognitive clarity in men over 35.
Their flagship product, 21 Again Rewind, is a plant-based supplement made with ashwagandha, fenugreek, and tongkat ali—botanicals with emerging evidence in hormone support. Ashwagandha has been shown to reduce cortisol and raise DHEA-S levels in some clinical trials. Fenugreek contains protodioscin, which may help boost free testosterone levels. Tongkat ali is thought to stimulate luteinizing hormone, supporting the body’s testosterone production.
Anecdotal feedback includes increased energy, improved mood, reduced body fat, and stronger motivation. According to internal company data, some users report testosterone increases of up to 400 ng/dL over 90 days, though broader clinical validation is still needed.
21 Again reflects a growing shift in men’s wellness: moving away from silent suffering and synthetic shortcuts, and toward data-aware, evidence-informed solutions that are accessible and stigma-free.
FastWave Medical: The Vascular Tech Startup Solving a Silent Killer
Not all health innovation is wearable, and the most important tools don’t live in wellness aisles. FastWave Medical is one of the few startups tackling a deadly but often invisible threat: calcified arterial disease.
This condition, often worsened by diabetes and chronic kidney disease, leads to heart attacks, strokes, and limb loss, and is notoriously resistant to standard interventions. Traditional angioplasty struggles in calcified arteries, where vessels are too hardened to expand safely, increasing the risk of rupture or restenosis.
FastWave’s solution is a catheter-based intravascular lithotripsy (IVL) system, modeled after the sonic technology used to break up kidney stones. By emitting focused sonic pressure waves into the vessel wall at a rate of 5 Hz (five times faster than first-generation IVL), the device fractures hardened calcium, opening up the artery to allow for optimal stent expansion.
Unlike cutting balloons or atherectomy devices, which can place undue stress on fragile arterial walls, FastWave’s system uses focused acoustic energy pulses to fracture calcified plaque while preserving surrounding tissue. With eight issued U.S. patents, strong backing from investors, and recent recognition as one of Fierce MedTech’s “Fierce 15”, FastWave is quickly becoming a startup to watch in interventional cardiology.
Why the Market Is Watching
Whether it’s a non-alcoholic tonic, a botanical hormone support capsule, or a catheter-based sonic tool, each of these companies is meeting a rising expectation: health tools must be proactive, personalized, and rooted in credible science.
And the demand is rising. McKinsey estimates that 70% of U.S. consumers now prioritize health and wellness, with surging interest in functional nutrition, digital health, and preventative care.
From mood regulation to hormonal balance to vascular health, these brands represent the new frontier of wellness—one that doesn’t separate lifestyle from science, but blends the two into smarter, more effective solutions.
Because in the future of health, “wellness” won’t just be what feels good—it’ll be what works.
Written in partnership with Tom White
