Tati Westbrook’s latest launch marks a notable return to product development, but not in the category that initially built her audience. Instead of re-entering colour cosmetics, the beauty creator has introduced Unfair Advantage, a wellness brand centred on a functional energy drink. Its debut product, Go Go Juice, is a powdered supplement formulated with caffeine, prebiotic fibre and added vitamins, positioned around energy, gut health and skin support. While presented as a “clean energy” option, it also sits firmly within the expanding “beauty-from-within” space, where ingestible products are framed as part of a broader approach to appearance and wellbeing. In this sense, the launch aligns less with traditional beauty expansion and more with a wider movement towards integrated lifestyle-driven products.
Westbrook’s decision reflects a broader change across both the beauty industry and the creator economy. The global wellness sector has grown significantly in recent years, reaching an estimated value in the trillions and continuing to expand at a steady pace. This growth has been driven in part by increasing consumer interest in preventative health, as well as a desire for products that address multiple concerns simultaneously, from energy and focus to skin and overall wellbeing. By comparison, many areas of the traditional beauty market, particularly colour cosmetics, are more saturated and reliant on trends or seasonal demand. As a result, wellness offers a different type of opportunity: one built on consistency, routine and long-term engagement rather than short-term product cycles.
A key factor behind this appeal is the way wellness products integrate into everyday habits. Supplements, powders and functional drinks are typically consumed daily, often as part of established routines such as morning rituals or afternoon energy boosts. This creates a distinct relationship between product and consumer, where usage becomes habitual rather than occasional. For brand founders, this can translate into more predictable repeat purchasing, as well as stronger long-term engagement. For creators like Westbrook, whose content has historically focused on product use, routines and personal recommendations, this model aligns naturally with how their audiences already consume information.
The rise of celebrity and influencer-led wellness brands further contextualises this development. In recent years, a growing number of high-profile figures have moved beyond endorsement into ownership, launching their own companies across supplements, functional nutrition and broader lifestyle categories. Brands like Goop and Lemme demonstrate how wellness can be positioned not just as a product category, but as part of a wider lifestyle narrative that blends beauty, health and personal identity. Social media has played a central role in enabling this, allowing founders to communicate directly with audiences, frame products within their daily routines and build a sense of proximity that traditional advertising often struggles to replicate.
Within this landscape, ingestible beauty has become an increasingly prominent category. Often referred to as “beauty from within” or nutricosmetics, it is based on the idea that external appearance is closely linked to internal health, including factors such as nutrition, digestion and overall lifestyle. This perspective has gained traction alongside broader consumer interest in holistic wellbeing, where beauty is seen as one component of a larger system rather than an isolated outcome. Products that sit at this intersection, including functional drinks like Go Go Juice, reflect a continued blending of categories that were previously treated as distinct. As a result, the boundaries between beauty, wellness and lifestyle branding are becoming progressively less defined.
At the same time, the continued expansion of the wellness space introduces additional considerations. Supplements and functional products exist within a more complex regulatory and scientific environment than many traditional beauty products, and consumer expectations around transparency, safety and efficacy are increasing accordingly. As more brands enter the market, questions around differentiation and credibility have also become more prominent, particularly for celebrity-founded companies. Audiences that were once driven primarily by endorsement or influence are now often more attentive to ingredients, formulation and the rationale behind a product’s claims.
Against this backdrop, Unfair Advantage can be understood less as a standalone launch and more as part of an ongoing industry development. It reflects how beauty brands are extending beyond topical products into ingestible formats, how wellness continues to attract both founders and consumers, and how creators are increasingly translating influence into direct product ownership. It also highlights a broader redefinition of what constitutes a beauty product, with routines, habits and internal health now playing a larger role in how products are positioned and consumed.
As these areas continue to overlap, it is likely that the distinction between beauty, health and lifestyle will continue to evolve. Rather than existing as separate categories, they are increasingly interconnected, with products designed to fit into daily life rather than operate as standalone purchases. Westbrook’s launch sits clearly within this context, illustrating how established beauty figures are adapting to a landscape where influence, routine and product development are more closely tied than ever.
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