How Wellness Brands Write Their Way into Our Hearts (and Shopping Carts)

Scroll through Instagram, and you’ll drown in a sea of adaptogenic lattes and jade rollers before you can say ‘namaste.’ The wellness industry is packed tighter than a hot yoga class in January. So how do some brands manage to cut through the noise and build ride-or-die fan bases? It’s not magic (sorry, crystal lovers) – it’s clever copywriting. Here’s how the savviest wellness brands are penning their way to cult status. . .