“Imagine visiting an old, indie bookshop nestled in a quiet corner of the town square. The smell of aged paper, the creak of wooden floors, and the personalised recommendations from the owner create an atmosphere that feels intimate and real. This bookshop seems authentic and personal, in contrast to a charmless chain bookstore in a commercial

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Takeaway: Wellness is now a daily essential. Brands that democratize access—without compromising trust—will unlock mainstream adoption and lasting competitive advantage.