LSN : Daily Signals : Stat: More than one-third of Americans are now in optimisation mode

Mowe launches movement-first beauty brand for active consumers

Mowe, US

US – New beauty brand Mowe has been launched with a collection of movement-focused make-up designed for sweat, heat and activity.

The debut range includes Endorphin Skin, a sheer complexion booster formulated with sweat-friendly technology, caffeine, centella asiatica and hydrating ingredients to help manage shine while maintaining skin comfort.

Another product, Heat Flush, is a heat-activated lip and cheek serum blush stick featuring pH-reactive pigments, fermented botanical oils and vitamins C, E and F for a personalised flush and lightweight nourishment.

Mowe positions itself as a movement-first company, beauty brand second, by targeting consumers seeking products that support both performance and skin health. The launch reflects growing opportunities in outdoor beauty, where skincare, fragrance and make-up are engineered for movement, sweat, weather and performance conditions.

Read our Beauty in Motion report to understand how brands can capitalise on this emerging category.

Strategic opportunity

Consider researching adaptive technologies, including heat-reactive pigments and sweat-responsive formulations, to create products that respond dynamically to changing environments

How Kimba is turning scent into a sleep interface

US – Sleep technology company Kimba has raised £4m ($5.4m, €4.7m) in seed funding for an AI-powered bedside device that releases personalised scents throughout the night. The device connects with wearables including Oura Ring, Garmin and Apple Watch, using biometric and sleep-pattern data to determine scent selection and timing.

In a clinical study of 50 participants conducted in 2025 and 2026, Kimba reports that 86% experienced improved sleep quality, night-time disruptions fell by 24%, REM sleep increased by 32% and cognitive performance improved by 21%. The company is currently conducting two further clinical trials.

Available to pre-order for £222 ($299, €261), the device will ship in January 2027 with three scent capsules and a quarterly refill subscription.

The product reflects analysis explored in our Sleep Enhancement Market, where sleep brands are turning to technology, sound and space in the pursuit of wellness. As fragrance expands into functional wellness, Kimba signals a shift from passive sleep-tracking towards closed-loop systems designed to actively respond to users’ biometric data.

Mind Oasis by Rituals, London, UK

Strategic opportunity

Explore how scent, sound, light or touch can respond to users’ needs in real time, turning passive wellbeing products and spaces into personalised, restorative experiences

Stat: More than one-third of Americans are now in optimisation mode

AI imagery by The Future Laboratory, UK

US – More than 36% of Americans now consider themselves to be in optimisation mode, actively pursuing better health, longevity and peak performance, according to the Consumer Trends 2026 Mid-Year report by Coefficient Capital.

Consumers are increasingly treating wellbeing as an ongoing performance strategy for self-actualisation. This is driving demand for functional nutrition, wellness services and emerging treatments, while younger generations are fuelling record interest in protein- and fibre-rich products.

The report also finds that AI is becoming embedded in everyday decision-making, particularly among younger and higher-income consumers, who are using it for health guidance, shopping and personal productivity.

This aligns with the findings in our New Codes of Luxury: The Longevity Effect report, which highlights how consumers are no longer simply looking to live longer. Instead, they are seeking greater energy, improved wellbeing and a higher quality of life.

Strategic opportunity

Brands should design products and services for consumers who are actively optimising their lives. Functional benefits, measurable outcomes and AI-enabled experiences are becoming key differentiators as health, technology and daily habits converge