British body and skincare brand Aromatherapy Associates has appointed a panel of wellbeing experts as beauty ambassadors, tapping into the lucrative world of wellness and aligning brand values with an inside-and-out approach to beauty.

This year, the World Health Organisation cited stress as the health epidemic of the 21st century, with “people finding it harder to lead balanced lives,” Aromatherapy Associates chief executive Tracey Woodward said at the press briefing. The brand is channeling its holistic roots in line with health trends followed by modern consumers of all demographics. “We are a thoughtful, ageless brand assisting in 21st-century living,” Woodward said. 

The six global wellbeing representatives will spread the message of wellness, with the brand’s calming and balancing products at the core of their offering. Experts include Nicola Addison, London-based health and fitness consultant and high-profile personal trainer at Eqvvs gym, and Yvonne Wake, a British wellbeing and lifestyle consultant specialising in nutrition. 

Each representative is assigned a range to promote from the brand’s bestselling line of bath and shower body oils, such as Support, which aims to refocus and clear the mind in challenging times, and Relax, which works to de-stress both mind and body.

By engaging consumers and sharing advice on social media, endorsing products, supporting retail and spa partners and co-hosting events, these experts will give Aromatherapy Associates a more authoritative stance in the wellbeing space.

For more on the power and cult of wellness, see The Business of Wellbeing Macro Trend and see Beauty 360 for a beauty focus.