☆ A multi-million wellness opportunity, Reformer Pilates drama, Paris Hilton's new beauty brand

Hey lovely,

Jasmine here, Editor of Daily Rituals and back with your Wellness Dose.

Anyone else finally feeling like themselves again after seeing a full week of blue skies? Pure heaven. I'm convinced we women truly thrive in the warmer months, mostly because we can go about our business without fearing for our lives for 50% of the day like in the winter. 

A huge PSA before we get into it - our next Matcha Social Club will be announced this week. Last time we had a waitlist of over 65 women, so if you'd like to secure your spot, make sure to refer at least 1 person to the Wellness Dose by Wednesday. That way, you'll receive your pre-release email, before we announce it to everyone else. Find your referral link by scrolling right to the bottom of this email. No pressure, but also... a little bit of pressure.

As always, thank you for being here. I'm so grateful for you. 

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• 🌱 Trump is making us look older: Seriously. With MAGA's rollback of "dozens of significant environmental regulations," environmental skin damage (responsible for 85% of visible aging) is sadly set to increase for the US babes. Opt for something heavy in antioxidants that neutralise free radicals like this OG serum.

• 👑 A royal rebrand: First the dividing Netflix show, then, the launch of her afternoon tea-inspired jam brand, As Ever (that's entirely sold out and already boasting over 800k followers). & finally, her podcast "Confessions of a Female Founder" launches tomorrow - it's safe to say Meghan is going all in on her lifestyle influencer rebrand. Some doubt whether it will be a success, her brand, for example, isn't exactly aesthetic or "cool" (it could quite easily fit in amongst the almost out-of-date confectionary you find today at TK Maxx). But as Ana Andjelic puts it - "it's hope, basic-ness, escapism" - and because of that, will probably stick.

• 💖 That's hot: Paris Hilton just announced Parivie Beauty, claiming it's "more than just skincare" (can we collectively ban brands from saying "it's more than X"? If you have to say it, it’s probably not.). Expect overwhelmingly pink packaging and a "kit-based" skincare collection. Very 2003, very Paris.

• 🦷 Brace yourself: Metal braces are apparently the new status symbol. One orthodontist claims middle-aged women are "begging" him not to remove theirs, while others are even buying fake braces online (a big no no btw, bacteria galore). Apparently, they bring a "youthfulness" to a look and allow you to say "I can afford braces" without actually saying it. It's a hard pass from us.

• 😴 Get to bed: New research suggests that going to bed after midnight wrecks your glucose control the next day, even if you get 8+ hours of sleep. The dream combo? Bed before midnight plus a full 8 hours of slumber. Good news though, if you slept like sh*t and want to do something about your glucose control the next day, the study showed that undertaking some HIIT could (surprisingly?) help your insulin sensitivity that day (e.g. you’ll be less hangry all day).

• ⚡ Zit-zapping tech: Ziip Beauty's new £170 Ziip Dot promises to calm pimples in 90 seconds with microcurrents. It's basically a mini, more targeted NuFace (with some extra nanocurrent tech) marketed specifically for breakouts. Worth the price tag? If you're a regular sufferer and don't already own a NuFace, possibly. For NuFace owners, you could try using your device on any pesky spots before splurging on another gadget. In theory, both work on the same principle - increasing ATP production (basically, cellular energy) and reducing inflammation - they're just packaged and marketed for different concerns. We’ll report back.

• 🧘‍♀️ Reformer-as-a-service: A $39/week at-home Pilates reformer rental in NYC (setup included) is making us question why this doesn't already exist elsewhere?! Somebody please.

• 🌙 Sync your supplements: Whilst it undoubtedly needs more clinical testing, we've got to give kudos to this new brand that just dropped cycle-phase supplements. One for follicular phase, another for luteal to help balance out our different nutritional needs throughout the month - we love to see it.

Currently theres a hot debate on Tiktok, with Pilates girlies feeling like their once peaceful class has been invaded with men taking up a little too much space (& not being the slightest bit demure). So, we’re putting it to the Wellness Dose girlies to settle it once and for all:

Rucking is about to level-up the Hot Girl Walk™

^{AND I ACCIDENTALLY CREATED A NEW BRAND..}

What if I told you that by adding a bit of weight to your daily walk, you could double the benefits without adding a single minute to your routine? No extra time commitment, just exponentially better results for your metabolism, posture, and strength. The wellness math is mathing.

★ WTF is rucking anyway?

Rucking is basically just walking with weight. Sadly your Bala bangles won't quite cut it here as it needs to be around 10 lbs or more to reap the benefits. Anyways, if you've ever watched SAS: Who Dares Wins, or Danny Rae's training vlogs (when we're all out of Molle Mae & Zoe Rae uploads..), you'll know exactly what I'm talking about. The good news? For us mere mortals who aren't training to survive in hostile territories, we can skip the full military cosplay entirely.

★ The problem? 

Rucking has a major branding issue. Despite getting over 60,000 searches a month on Google, the options available for women – especially the wellness girlies tapping into our feminine energy on our Hot Girl Walk™ – are practically nonexistent. Sure, if you're looking for a backpack or weighted vest that screams bomb squad's newest team member, then you're in luck - the internet has you covered.

Sure, you could in theory buy a cuter backpack and add weight to it, but most sit too low, so could hurt your back, and let's be honest - when was the last time you willingly took a backpack out for fun? They're bulky, awkward, and absolutely ruin the curated vibe you're going for.

★ The opportunity.. 

So with that – I present to you 2025's biggest untapped wellness opportunity: A chic weighted vest that's definitely not called a weighted vest. Think what Bala did to those chunky ankle weights – that's what needs to happen here. We're calling it wellness wear from here on in.

★ Why it works

• We're already walking – Habit stacking with your wellness wear is extremely low friction. It's just another way to elevate your existing routine without adding more to your Google calendar.

• There's a glaring gap – I couldn't find a single brand speaking to women in this space with something actually wearable and aesthetic, that can easily be slipped on ahead of a walk.

• It's great for fat burning – Like most products, it plays straight into what many women seek (whether we like to admit it or not the Ozempic craze highlighted as much). Walking with added weight puts you firmly into zone 2 training without feeling like you're dying, and could double your caloric burn.

• It's what the wellness girlies want (they just don't know it yet!) – Let's be honest, we like to optimise everything - we're busy. A chic weighted vest is essentially the collagen we add to our coffee or the Oura Ring tracking our sleep – if we can get more from the same time investment, we're in.

• Endless content opportunities – Busy moms multitasking their way through errands, girls hiking with their besties, reset day routines. From a brand perspective, it's perfect for social.

• Rides popular trends – It sits perfectly at the intersection of ancestral wellness (think cocoa, ghee, organ meats) and rise of resistance training amongst women for physique and longevity benefits. The perfect wellness storm.

So after convincing myself (& hopefully you?) of the benefits of rucking, I hired ChatGPT as my designer and started to mock something up on behalf of all wellness girlies. We ideated around the best way to spread the weight without looking bulky or masculine, initially inspired by balletcore & soft tailoring.

★ The first pass - the “Weighted Shrug”

Okay, let’s just ignore everything about the logo. This still felt a too sporty & a little too functional.

★ Then finally, the Ritual Zip Up

A weighted vest for daily toning + sculpted strength.

To get here, I requested new material, something that would incorporate more weight (a gilet-style track jacket of sorts), and we eventually got something that I'd be tempted to wear? Importantly, according to ChatGPT the various panels could house approx 10 lbs of weight without feeling too heavy.

So, with that - someone please make this happen, before I end up down a deeper hole and have to launch it myself. My DMs are open for investors, joking, kind of.

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