The USD3 trillion wellness industry is no longer just about green juices, yoga mats and incremental optimisation. A new frontier is emerging, one that challenges long‑held taboos around substances, mental states and self‑experimentation. Euromonitor defines this shift as transgressive wellness: a growing consumer mindset that integrates emerging, previously illicit or culturally marginalised substances into health, wellbeing and relaxation routines.
Transgressive wellness marks a deliberate departure by some consumers from established orthodox health norms in pursuit of profound emotional regulation, cognitive enhancement, or psychological transformation. It encompasses engagement with psychedelics, dissociatives, empathogens, and psychoactive botanicals, alongside legal adjacencies like functional mushrooms, adaptogenic formulations, and microdosing-inspired behaviours.
Crucially, this is not reckless hedonism. For many consumers..............
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