Why ‘Science-Washing’ Is Surging in Wellness

Wellness brands increasingly create a mirage of scientific legitimacy—but one class-action lawsuit proves shoppers have had enough.

NYT: “How Fake Science Sells Wellness”; Photo: Tyler Comrie

Grocery stores, pharmacies, and even Sephoras are bursting with flashy labels boasting alleged health benefits: Supports immunity! Hormone balancing! Cell rejuvenating!

Nowhere is this more apparent than in the ever-expanding beverage aisle: Prebiotic soda brand Poppi bills itself as an “immunity sidekick.” “Functional” beverage line Kin Euphorics is infused with adaptogens to “strengthen” your adrenal system and “balance” your body’s reaction to stress.

Even water got a makeover: Evian’s new seltzer is “enhanced” with ingredients that “contribute to cognitive function.” 

Per my recent New York Times feature, this kind of sleek marketing—in which brands often exaggerate benefits by invoking scientific jargon or distorting research studies—is known as “science-washing” or “science-ploitation.”

My NYT piece was more centered around how the average customer can spot science-washing, but I’d love to dig into some industry-related points and one specific example that were cut due to space constraints.