Beauty Meets Wellness Initiative

Beauty meets wellness Initiative

We live at a unique time where beauty, health and wellness are rapidly converging in meaningful ways.  The understanding that beauty is more than just “skin deep” is gradually seeping into the global consciousness – a realization that we can only be our most beautiful selves when we are in our most healthy state, be it physically, emotionally, socially, intellectually, professionally or spiritually.  LEARN MORE


It is the vision of the Beauty Meets Wellness Initiative to connect beauty and wellness as partners in the evolution of our human experience and our quest to live healthy and meaningful lives.


Our mission is to scientifically connect beauty with wellness and develop expert knowledge to: (1) accelerate the transition of personal care products, spa, and ancillary beauty services to meet the evolving needs of today’s health-conscious consumer, and (2) actively contribute to his or her wellness lifestyle.

2017 Briefing Paper
The briefing paper is a snapshot of this industry sector including valuable information on latest trends, challenges and initiative accomplishments. Read full paper HERE


Mike Bruggeman

initiative Chair

Mike Bruggeman, CEO, Organic Male OM4
Michael (Mike) Bruggeman is CEO of Organic Male OM4 and a visionary pioneer of men’s spa services and retail sales development. Mike’s experience is rooted in a solid wellness background, having worked in hospital administration for 22 years prior to entering spa operations and founding OM4. He also is the COO of Natural Beauty Group.


Mark Wuttke

Vice Chair

Mark Wuttke, President and Chief Operating Officer, Babor North America
Mark Wuttke, is a globally recognized leader in the spa and wellness industry, known for his high-profile work in beauty, spa, skincare, and wellness. Celebrated for his inspirational leadership style and passion for wellness and sustainability issues, he is founder of the Wuttke Group, an advisory specializing in guiding global companies on corporate strategy, M&A, alliances, portfolio management, and organizational workplace culture. Wuttke is a John Maxwell Team member, a global group of certified professional Coaches, Trainers, and Speakers; and founding Alumni board member of the Global Spa and Wellness Summit.

playground leaders

initiative members


Karen Ballou


Oriele Frank


Laurie Nicoll


Mary Bemis


Milana Knowles


Jose Villegas


Rona Berg


initiative playgrounds & objectives

The Beauty Meets Wellness Initiative has identified four playgrounds or incubators of change and objectives for the next three years.


Explore the connections between beauty and wellness, and identify “hot spots” and best practices where beauty is already making significant contributions to the wellness economy, as well as identify any disconnects.


  1. Provide evidence that the $999 billion beauty and anti-aging industry actively contributes to wellness lifestyles worldwide and is no longer a superficial proposition.
  2. Identify the next trends in well-beauty and provide a pathway for personal care companies, spas and ancillary beauty service providers to successfully navigate the change.
  3. Understand the consumers’ view of beauty and wellness and discover how to leverage digital in furthering the mission and vision of the initiative.

In conjunction with Dr. Chaterjee’s research, (1) identify the new vocabulary of beauty or “beauty alphabet,” and (2) discover the product and service attributes that appeal most to today’s wellness consumer.


  1. Provide valuable language and resources that can be used by product line manufacturers, spas, and ancillary beauty service providers to (re)design products and services and market to the next generation of wellness consumers.
  2. Look beyond today’s needs and identify the quantum leap that will propel new product development and the industry “beyond beauty.”
  3. Identify how culture, belief systems, gender, sexual orientation, and generational differences affect our perceptions and behaviors around beauty and wellness.

Explore the relationship between beauty and mental well-being – or the impact beauty has on self-esteem and image – which are the most important factors in an individual’s ability to lead and enjoy a successful life.


  1. Prove the statement: “You cannot have wellness without beauty.”  Provide evidence that feeling beautiful or handsome is directly linked to feelings of confidence, expression of results in the world and the development of:
    a. Self-esteem (me)
    b. Social connection | relationships (us)
  2. Explore the dark side of beauty, where the industry’s “cover girl” messaging has contributed to a “pathology of perfection,” especially during the primary development years in youth.
  3. Contemplate a scientific study using facial electromyography and/or physiological data from autonomic arousal, and subsequently matching to fMRI (functional neuroimaging) to see brain area activation, to paint a clearer picture of how beauty products and services affect mental well-being. 

Leverage epigenetics – the study of changes in gene expression without altering the underlying DNA sequence – and the skin microbiome to illustrate and communicate how beauty products can potentially impact cellular health and help optimize gene expression.  The field of epigenetics provides insight into how to reverse the “aged” epigenetic state of a cell and how to make the right kind of changes so the skin looks and acts younger from the inside out.  


  1. Illustrate how topical application and ingestion of key actives can help the body activate beneficial activities like collagen production and cellular renewal and turn off undesirable reactions, i.e. hyperpigmentation and sensitivity. 
  2. Proactively work with the FDA to identify an open space between the current definitions of cosmetics and OTC drug to allow experimentation and development of new definitions of cosmetics and marketing claims.

DEliverables 2017

  1. Support Dr. Chaterjee’s research and provide preliminary data at the 2017 Global Wellness Summit.
  2. Create an experiential activity for or at the 2017 Summit by asking delegates to not use beauty products for one day.
    a. Solicit reactions and impact data real-time at the Summit.
    b. Before the Summit, curate a series of selfie video-reactions to “no makeup day.” Compile for potential presentation or breakout.
  3. Conduct three World Café sessions in New York, London, and Hong Kong to solicit input on the vision, mission, playgrounds, and objectives of the initiative, correlate the data and provide a summary white paper on findings.
  4. Deliver a consumer insights study by leveraging brand and partner databases to get a read on several research areas from the consumer’s point of view.