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This has coincided with a "shift in attitude" towards cosmetic procedures over the past decade because of a movement in society "towards wellness and looking after oneself", she said.

As airlines look to capitalize on the return to travel after the pandemic emergency, Delta and other carriers are leaning into high-end amenities such as luxury lounges that offer fine dining and wellness areas.

They might also host free medical clinics and wellness classes.

"We wanted to create space for women to engage with their sexual health and wellness, and that is unique in the sense that we usually don't see that, especially for Black and brown women."

Soda was always an easy villain in the wellness wars — but now, with the right blend of fiber, fruit and friendly bacteria, it’s trying to buy its way into virtue.