The health and wellness industry has been digitized. And that not only includes how consumers take care of themselves, but how businesses take care of their customers. For wellness ecommerce brands, the differentiator isn’t just what you sell—it’s how you support customers before, during, and after the purchase.

It’s no wonder the global wellness industry is forecast to reach $9.5 trillion by 2029.

In this crowded marketplace, what can your health and wellness ecommerce business do to stand out?

To help answer this question, we reviewed some of the best health and wellness brands to understand what “standing out” looks like in practice—from trust-building content and community to subscriptions, loyalty, and smarter acquisition.

Health and wellness ecommerce examples

These brands stand out in different ways, but these patterns repeat: they reduce uncertainty with trust signals, build loyalty through subscriptions and rewards, and keep customers engaged with community and education. 

1. Thinx

A woman’s menstrual cycle is still a taboo subject, but Thinx is making everyone think positively about periods. That focus on education and normalization helps the brand build trust—especially with first-time shoppers.

How are they doing this?

First, by sharing stories on their blog—aptly dubbed Periodical—about things everyone can relate to. The blog infuses posts with humor, puns (for example, eggs are a recurring theme), and lots of facts.

You’ll find a huge variety of stories, guest posts, rumor debunking, and myth busting on their blog.

Thinx also helps guide shoppers by putting detailed customer reviews on their product pages. Ratings and reviews can help any wellness ecommerce business establish trust—especially for products customers may feel unsure about buying online.

Thanks to their incredible influence on the topic, women all over the world are now sharing their stories with Thinx on social media—from TikTok videos about their experience to Instagram posts.

What to borrow: Use education, reviews, and community to reduce uncertainty and earn trust.

2. Dr. Axe

What sets Dr. Axe apart from other holistic, naturopathic, and health stores is the sheer amount of helpful information customers both new and existing can get for free. That kind of education builds credibility—especially in wellness ecommerce, where shoppers want to feel confident before they buy. 

It’s no wonder Dr. Axe is considered one of the top health influencers, with more than 2.5 million YouTube subscribers.

Dr. Axe’s ecommerce branch, Ancient Nutrition, sells whole food supplies from probiotics to collagen to support a healthy lifestyle. With their one-click upsell and Subscribe & Save plan, Dr. Axe can easily boost customer lifetime value (CLV).

The way it works is simple: By subscribing to a recurring delivery for your product, you save 25% on your order, get free shipping, and get rewards on dollars spent.

Dr. Axe’s one-click subscription shows customers how easily they can save by subscribing. It’s a win-win for both the business and the customer because the former receives a higher customer lifetime value, and the latter saves money and gets their favorite products replenished regularly.

What to borrow: Pair education with subscriptions to build trust and make repeat purchases effortless.

3. 310 Nutrition

If there’s one thing we know about changing your eating habits, losing weight, and getting fit, it’s that it’s not easy. It takes a lot of hard work, dedication, and willpower. Even then, many people don’t reach their goals.

What’s the secret ingredient to help people succeed, retain customers, and transform them into brand evangelists? An international community to support you on the hard days and cheer for you on the good. For wellness ecommerce brands, community can be a powerful way to build trust and keep customers engaged between purchases.

Based on this principle, 310 Nutrition created a robust community for those who use their products. To help you stay accountable, the 310 Nutrition Community on Facebook offers their 392.9K members recipes, answers to questions from 310 nutritionists, and camaraderie from other members.

They leverage the community onsite through reviews and success stories as well as throughout user-generated content on social media.

What to borrow: Build community to support customers—and use that proof to reduce purchase uncertainty.

4. Blume

The global skincare market is valued at $122 billion and is expected to grow by 6.84% by 2032. In wellness ecommerce, loyalty programs help brands like Blume stand out by giving customers a reason to come back—especially in crowded categories.

Blumetopia, the brand’s loyalty program, lets customers earn Blume Bucks (BBs), which they can use whenever they shop. Blume uses Smile to run their loyalty and rewards program and increase sales.

Earning BBs is pretty simple. Complete easy tasks like following Blume on social media, having a birthday, and even signing up for the program to collect points. Plus, the program is free to join, incentivizing customers to return and shop again.

Blumetopia also fosters a sense of community among Blume’s customers. By incentivizing engagement and providing exclusive access to special promotions, Blumetopia has proven to be a key tool in building brand loyalty and driving repeat purchases.

What to borrow: Use loyalty to reward repeat customers and turn engagement into retention.

5. 100% Pure

100% Pure is not just the name of this ecommerce business, but describes their mission, their values, their guarantee, and their promise to customers as well.

They have a 100% guarantee (love it or return it for free), and they believe in 100% transparency with ingredients and processes. And they’re trying to minimize their footprint by running a sustainable business using LED lights, 100% solar power, recycled packaging, vegan ingredients, and 100% biodegradable formulas. This kind of transparency helps customers feel confident about what they’re buying.

Along with clear brand values, 100% Pure has harnessed automation to keep launches and promotions running smoothly.

The brand used to manually prepare their websites before major sales and releases. Since using Launchpad, automation has saved the company 12 hours on average for each campaign, increasing efficiency and freeing up hundreds of hours for higher-level work each year. The time savings translates into healthy growth—40% year over year.

For businesses ready to start automating repetitive and time-consuming tasks, the lesson is to have all your back-end systems in place first. 100% Pure has dozens of brick-and-mortar locations and ecommerce stores in 12 countries.

This means the business needs to be able to keep real-time tabs on inventory, product information, marketing resources, and more in order to fulfill all their customers’ orders.

By using the Shopify API, 100% Pure was able to create a custom tool allowing easy inventory syncing, product information, and everything else with one simple button click. They call it the Purity Toolbox.

What to borrow: Lead with transparency, then use automation to deliver a more reliable experience at scale.

6. BUBS Naturals

BUBS Naturals, a supplement and fitness product company named after U.S. Navy SEAL Glen “BUB” Doherty, is a big player in the nutrition and supplements world. Still, the growing company found they needed to adapt their advertising strategy and double down on their direct-to-consumer offerings.

In highly competitive markets, like wellness and supplements, getting in front of the right audience—without sacrificing trust—is key. BUBS Naturals used Shopify Audiences to enhance their customer acquisition efforts by generating high-intent audiences, thereby improving ad targeting and increasing the return on ad spend (ROAS). 

After upgrading to Shopify, the company also implemented automations, such as tiering discounts and disabling discount codes during large sales periods. The result was a 100% increase in conversion rate, a 10% increase in overall revenue from their direct-to-consumer site, and an 84% repeat customer rate. The upgrade helped them improve performance while staying competitive.

What to borrow: Combine smarter acquisition with site automations that protect margins and improve conversion. 

Read: BUBS Naturals triples return on ad spend with Shopify Audiences and doubles conversion by doubling down on direct-to-consumer

7. Hiya

Hiya, a children’s wellness brand, offers a multivitamin with 15 essential vitamins and no added sugar. 

Created by Darren Litt and Adam Gillman, two fathers who were alarmed by the questionable ingredients in conventional children’s vitamins, the company spent three years researching to create a natural chewable vitamin. That origin story—and the focus on ingredients—helps build trust with parents shopping online.

Their unique product found an audience of subscribers, but digital privacy changes impacted their ability to reach new customers and increased acquisition costs. 

The company sought outside help from The Snow Agency, a Shopify certified partner. The agency, known for its customized, performance-based strategies, onboarded Hiya to Shopify Audiences, aiming to reignite interest in the brand. 

Hiya was able to grow their reach with high-intent audiences—parents who want healthier options for their kids, and achieve a 172% higher return on ad spend (ROAS), plus a 158% increase in conversion rate.

What to borrow: Lead with clear product information, then use smarter targeting to reach the right shoppers more efficiently.

Read: Hiya and The Snow Agency see 158% higher conversion with Shopify Audiences

8. LloydsPharmacy

LloydsPharmacy is a leading online pharmacy service in the United Kingdom. They offer a mix of features for customers, like a medicine stock checker, prescription management, and a marketplace for health and wellness essentials. 

What makes Lloyds stand out is their Online Doctor option. You can get treatments for conditions that usually require a doctor visit, like weight loss, hair loss, or migraines, from a National Health Service-experienced clinician, all online. For wellness ecommerce brands in regulated or sensitive categories, making access to care and guidance easy can be part of the customer experience—not a separate step.

What to borrow: Make it easier for shoppers by pairing products with the support customers need to act.

9. OLLY

OLLY is a fast-growing B Corp-certified wellness brand known for making nutrition delightful and easy with their range of gummy vitamins and supplements. 

Launched in 2015 as a limited line sold exclusively at Target, the company has since expanded to major retailers nationwide and built a robust direct-to-consumer business, including a popular subscription service.

As the brand scaled to a major player, they needed an ecommerce platform capable of handling high sales volume and back-end needs like tax compliance and real-time inventory management. This kind of reliability matters—especially when customers expect subscriptions to arrive on time.

OLLY uses Shopify to support their rapid growth, using Shopify tools like Shop Pay and Shopify Scripts to achieve a 61% increase in sales and a 20% increase in subscription conversions. 

What to borrow: Choose a platform that can scale with demand—and keep checkout and subscriptions smooth as you grow.

Read: Wellness brand OLLY’s site gets a health boost that doubles sales volume

10. Free Soul

Free Soul is a female-focused wellness brand dedicated to the biological needs of women. 

Founded by Arjun Sofat and his mother Rohini, the brand emerged from a personal struggle to find nutrition products that weren’t pink-washed versions of men’s supplements, but clinically formulated to support female hormonal balance, energy, and mood.

Central to the brand’s success is a commitment to rigorous quality control and deep community involvement in the product development process. In the wellness industry, involving customers in your products can strengthen loyalty—and help your assortment stay relevant. The founder built a structure where the customer base informs the roadmap.

“We now have an in-house nutritionist who goes through all of our ingredients and not just our formulations, but on an individual level to make sure quality is paramount. We wanna put the customer at the forefront of and at the very center of our business,” says Arjun.

“And that’s why we launched Design By Her, so all of our new product innovations are informed by our community and by our customers. We literally have feedback sessions and panels and events where we call our customers in and we discuss new product innovations and they’re at the heart of that.”

What to borrow: Invite customers into product development—and back it up with rigorous quality standards.

11. Paceline

Paceline operates on a slightly different business model than the other brands mentioned above. 

Syncing with popular fitness trackers like Apple Watch and Garmin, the fitness app creates a new rewards currency based on health, allowing users to spend their workout minutes on curated products from top wellness brands. That “earn-to-redeem” model turns wellness habits into engagement—and creates a reason to keep coming back.

Originally, the company relied on gift cards to reward users, but found this approach lacked engagement and data visibility. They wanted to pivot to a model where users could redeem their sweat equity for actual high-quality gear. 

The answer was Shopify Collective, a platform that lets Shopify merchants partner to sell each other’s products without managing inventory. Overnight, Paceline could partner with 150 brands and list over 3,000 SKUs, which helped them achieve:

• A 262% increase in sales year-over-year
• 185% more new customers captured through curated offerings
• A 90% reduction in support requests by transitioning away from gift cards

What to borrow: Use partnerships to expand assortment quickly—without taking on inventory risk.

Read: Paceline scales rewards program with 150 brands via Shopify Collective

Health and wellness ecommerce tips

Running a wellness brand in the ecommerce space? Keep the following tips in mind. Most of these come straight from the brands above—adapt what fits your category and compliance needs.

Ensure product quality compliance

Ensure all products meet the regulatory standards in your market. Engage in rigorous testing, certifications, and clear labeling, especially for supplements and consumables, to build trust with your customers.

Create educational content

People looking for health and wellness products often seek guidance. Provide detailed information, tutorials, and educational content that help customers make informed choices. 

Ora Organic uses their blog to provide in-depth educational content, including fitness and food guides, all aimed at helping customers make informed choices.

Consider personalized wellness programs

Implement AI and data-driven tools to provide personalized wellness plans or product recommendations. Tailor offerings based on customers’ health goals, dietary needs, or specific medical conditions. 

Gainful offers personalized protein powder, hydration, and pre-workout packs. Customers take a quiz, and Gainful provides recommendations tailored to individual needs.

Add a mental and emotional wellness focus

Beyond physical health, consider products and content that support mental and emotional well-being. Collaborating with mental health experts can add credibility and depth to these offerings.

Promote community engagement and support

Build a community around your brand by hosting online forums, wellness challenges, or virtual classes. Encourage customers to share their wellness journeys and provide inspiration for others.

Create partnerships with health professionals

Collaborate with dieticians, personal trainers, therapists, or medical practitioners. These partnerships can lead to expert endorsements, product co-creation, or truly unique content.

Prioritize transparency and ethical sourcing

Clearly communicate the origin of your products, the ethical standards you uphold, and the sustainability practices you follow. Sakara Life offers plant-based meals and focuses on transparent sourcing, with detailed information on where their ingredients come from and their commitment to sustainability.

Run campaigns around seasonal and lifestyle needs

Health and wellness needs vary by season and life stage. Create targeted marketing campaigns and product bundles that address specific seasonal needs (like immune support in winter) or life stages (like prenatal care.)

Make wellness accessible

Consider offering a range of products that cater to different budget constraints. Wellness should be accessible at various price points, and offering that can widen your customer base. 

Brandless, for example, maintains their commitment to offering a variety of health and wellness products at different prices, ensuring accessibility for all consumers.

Growing your wellness brand

When it comes to wellness marketing, your customers want to trust your brand more than anything.

That can mean building familiarity and trust with clear, comprehensive information across your site. It can also mean being transparent about how your products are made and empowering customers through education and community.

However you choose to support your customers, one thing is for certain: Health and wellness consumers need committed, consistent brands.

Across the examples above, the brands that stand out do three things well: They reduce uncertainty (education, reviews, transparency), keep customers engaged (community, loyalty), and make replenishment easy (subscriptions and smart offers).

If you want deeper benchmarks and channel insights, you can also explore Shopify’s Ecommerce Growth Guide, built from insights from over 875 million shoppers.