The Most Popular Wellness Brands in Europe

In the rapidly evolving global wellness landscape of 2025, Europe stands at the forefront of innovation, ethical branding, and consumer-led transformation. For Wellnewtime.com — a platform committed to excellence in wellness, fitness, health, business, lifestyle, and environment — understanding which brands dominate European consciousness and why they resonate offers not only journalistic importance but strategic insight. This article explores some of the most influential wellness brands in Europe today, assessing their market position, value propositions, growth strategies, and lessons for stakeholders across health, wellness, and business sectors.

Europe’s Wellness Ecosystem: Context and Dynamics

A Mature but Evolving Market

Europe boasts some of the most advanced wellness markets globally, with Germany, the United Kingdom, and France consistently ranking among the top six wellness economies worldwide. Their mature infrastructure, high consumer awareness, and strong regulatory ecosystems offer both opportunity and complexity. The European health & fitness market, as surveyed by EuropeActive and Deloitte, continues to show resilience and adaptability, with hybrid offerings, digital tools, and wellness-as-lifestyle models driving growth.

In 2025, broader consumer trends are pushing wellness brands to reimagine their value chains. According to the McKinsey Future of Wellness report, six areas of growth are shaping this evolution: functional nutrition, healthy aging, aesthetics and appearance, in-person (or hybrid) wellness services, weight management, and mindfulness. Brands that can credibly straddle multiple domains tend to capture more loyalty.

Simultaneously, wellness consumers are now segmented into categories like “maximalist optimizers” (typically younger, digitally savvy consumers seeking novelty) and “health traditionalists” (older or more pragmatic consumers emphasizing simplicity and proven effectiveness). The complexity lies in serving both ends of this spectrum without alienating either group.

Trends such as digital detox, nature-centric practices, personalized wellness, and “slow living” are making resurgence in 2025. Wellnewtime’s audience, with interests across wellness, environment, lifestyle, and global business, will appreciate how leading European brands are responding to these currents. Learn more about wellness travel and mindfulness on our platform via Wellnewtime Travel and Wellnewtime Mindfulness.

How We Define “Popular Wellness Brands”

In this analysis, a “popular wellness brand” is one that meets a combination of criteria:

Strong consumer recognition or cult following across Europe

Distinct positioning in nutrition, fitness, beauty, mindfulness, or holistic health

Demonstrated growth, innovation, or adaptation in 2024–2025

Clear value alignment with sustainability, transparency, or research-backed solutions

Influence beyond their home market, with cross-border presence or partnerships

This article highlights a selection (though not exhaustive) of brands or companies that typify leadership in the European wellness space in 2025.

Huel: The British Pioneer in Nutritionally Complete Food

Among European wellness brands, Huel stands out for its audacious mission: to deliver nutritionally complete meals in powdered, drinkable, or snack formats. Founded in 2014 in the U.K., Huel has expanded rapidly across Europe and beyond, becoming synonymous with “food-as-fuel” for busy professionals, health-conscious consumers, and sustainability advocates.

Huel’s core strength lies in combining convenience with a credible nutrition science backbone. Its product line includes Black Edition, gluten-free variants, and Daily Greens powder, offering a 100% plant-based profile that includes proteins, essential fats, carbohydrates, fiber, and 27 micronutrients. The brand’s Science Advisory Board underscores its commitment to evidence-based formulations.

By 2024, Huel reportedly achieved revenues of £214 million and significantly increased profits. Its expansion into supermarkets and wider retail underscores a shift from direct-to-consumer niche to mainstream acceptance. Yet Huel has also faced scrutiny: the British Advertising Standards Authority (ASA) has flagged some ad claims as misleading, particularly where health claims weren’t sufficiently substantiated.

Huel’s journey teaches two critical lessons for wellness entrepreneurs. First, disruptive nutrition propositions can scale — but only if backed by strong science, transparency, and brand authenticity. Second, regulatory and marketing compliance must be integral, not optional, especially in health and nutrition sectors.

Wellnewtime readers interested in brand strategy and nutrition-driven ventures should explore similar profiles in Wellnewtime Brands.

Withings: A French-Tech Leader in Health Devices

In wearable and digital health, French-origin Withings has earned acclaim as a wellness brand that translates biometric data into actionable insight. Withings’ range — from Wi-Fi scales and blood pressure monitors to sleep trackers — positions it at the intersection of consumer wellness and health monitoring.

Withings distinguishes itself through design, usability, and integration: its ecosystem syncs with other health apps and devices, enabling holistic tracking of weight, heart health, sleep, and physical activity. The brand’s emphasis on user empowerment, data ownership, and partnerships with medical institutions elevates it above mere gadgetry.

By 2025, Withings remains a go-to brand for European consumers seeking to bridge wellness and objective health metrics. Its model underscores how wellness brands can raise the barrier to entry through user experience excellence and credibility — lessons that echo across Wellness and Fitness verticals on Wellnewtime.

Urban Sports Club: The Hybrid Wellness Platform

Urban Sports Club (originating in Germany) exemplifies how wellness services are morphing in the digital age. Rather than a single gym, Urban Sports Club offers access to thousands of partner studios across Europe, covering disciplines from yoga and HIIT to swimming and martial arts.

Its hybrid digital-physical model enables flexibility: users can book classes, switch venues, and discover new modalities across cities. In an age when consumers demand choice, affordability, and modularity, this on-demand network has proven resilient.

In 2025, Urban Sports Club capitalizes on two imperatives: service flexibility and community breadth. Its platform approach aligns with the expectation that wellness services should be as frictionless and borderless as software. For Wellnewtime’s fitness and lifestyle readers, it offers a case study in service-as-brand and network effect in wellness.

Oura: The Finnish Sleep & Readiness Innovator

Though originally Finnish, Oura has become a global wellness icon, and its European base remains influential. Best known for the Oura Ring, which tracks sleep, readiness, and activity metrics, the brand has shaped how consumers think about wellness as data-driven, preventive, and insight-led.

Oura’s success lies not only in hardware but in predictive analytics. Through algorithms and health science calibration, it provides users with daily readiness scores and trend insights. In 2025, its relevance continues as wellness consumers demand smarter, more anticipatory tools — particularly those that bridge biological measurement and behavior nudges.

Oura demonstrates that wellness brands can transcend hardware into ecosystems — from apps to coaching features — making them more “sticky” and central to daily health habits.

Hims & Hers (via ZAVA acquisition): Telehealth Meets Wellness

In 2025, one of the more audacious moves in the European wellness space involves Hims & Hers Health, a U.S.-origin digital wellness brand that expanded into Europe through the acquisition of London-based telehealth platform ZAVA. This merger underscores the trend of consolidation between consumer wellness, medical care, and telemedicine.

The combined entity plans to offer personalized services across dermatology, mental health, weight loss, and sexual wellness, leveraging ZAVA’s established presence in the U.K., Germany, France, and Ireland. The acquisition reflects a belief that wellness brands must increasingly incorporate clinical pathways and telehealth access to maintain relevance.

For the Wellnewtime audience, this approach signals the blurring of lines between wellness and healthcare. Brands that can credibly operate at that junction are likely to be among the next wave of dominant European wellness players.

Wellness Brands from Germany: The Rise (and Fall) of Foodspring

Foodspring, once a rising star in German functional nutrition, offers both inspiration and caution. Founded in 2013, Foodspring became a beloved brand across Europe, championing transparency, athlete-friendly formulations, and high-quality protein supplements. The acquisition by Mars in 2019 validated its appeal and scale potential.

However, in early 2025, Foodspring announced it would end all customer-facing operations by June, citing challenging market conditions. This abrupt exit is instructive. It shows that even highly visible brands can succumb to economic pressures, regulatory pressures, supply chain demands, and margin squeezes, especially in crowded categories.

For Wellnewtime and its readership, the Foodspring story highlights the critical importance of financial resilience, category differentiation, and evolving with consumer behaviors. In wellness, yesterday’s wins do not guarantee future survival.

Other Emerging European Wellness Brands to Watch

Healf

Based in the U.K., Healf has grown rapidly by curating over 4,000 wellness products while relying on a stringent screening process involving dietitians, psychologists, and fitness experts. In 2025, it reported £40 million in annual sales with a striking ~434% growth over three years.

Fella Health & Sword Health

These digital health/teletherapy platforms, though early-stage, represent the next frontier in wellness. European investors and entrepreneurs are backing symptom-based coaching, men’s health, and musculoskeletal digital therapy as consumer demand rises.

Heilwell, Wellabe, Wellster Healthtech

Several German, Dutch, and Swedish wellness and healthtech startups have begun carving niches, combining telehealth, preventive diagnostics, and lifestyle interventions. Their success will depend on regulatory navigation, customer acquisition cost, and integration into health systems.

What Makes These Brands Stand Out

To understand why these European wellness brands resonate, it's worth examining their common attributes — implications that inform both strategy and execution.

1. Authentic and Transparent Branding

Consumers increasingly demand proof, not promises. Brands like Huel and Withings invest in scientific boards, third-party validations, and transparent ingredient or algorithm disclosures. This trust capital becomes a moat.

2. Ecosystem Thinking

The most resilient brands do not rely on a single product but build ecosystems — e.g., hardware + software (Withings, Oura), nutrition + supplements (Huel), or service networks (Urban Sports Club). Ecosystems boost retention and cross-selling.

3. Flexibility and Hybrid Models

Especially post-pandemic, wellness brands that offer both digital and in-person experiences — or fluid access across partners — capture wider audiences. Urban Sports Club is a strong exemplar of that.

4. Integration with Health and Telemedicine

The lines between wellness and healthcare are fading. The Hims-ZAVA acquisition is a bold testament. Brands that can credibly attach clinical pathways or telehealth into their offerings gain differentiation and stickiness.

5. Regional Sensitivity and Localization

European markets differ markedly in regulation, language, reimbursement structures, and consumer values. Popular wellness brands often succeed through localized strategies — labeling in local languages, compliance with EU food or medical device rules, partnerships with local retailers or insurers.

6. Sustainability, Social Responsibility, and Ethical Supply Chains

Wellness consumers often expect their brands to reflect their values. Whether through plant-based formulations (Huel), carbon footprint reductions, or community programs, many European wellness brands embed social purpose in their identity.

Challenges and Risks Facing Wellness Brands in Europe

Even as opportunities abound, wellness brands must navigate several structural headwinds:

Regulatory complexity: Health claims, food supplements, medical device classifications, data privacy (especially with wearables) pose constant legal risk.

Category overcrowding: Nutritional supplements, sleep trackers, fitness apps — competition is intense, and many categories approach saturation.

Margin pressure: Manufacturing, supply chain, compliance, and logistics costs can erode margins, especially for brands scaling across countries.

Consumer fatigue and skepticism: Overpromising, underdelivering, or failing to clearly differentiate can erode credibility.

Capital path and scaling risk: Many wellness startups struggle with operating leverage and achieving sustainable growth beyond early funding rounds.

Wellnewtime’s business and innovation readers should heed these risks. Recognizing them early is often what separates lasting wellness brands from transient trends.

Implications for Wellness Entrepreneurs, Investors, and Readers

For entrepreneurs and investors following the European wellness sector, several strategic takeaways emerge:

Focus on niche convergence: Brands that combine nutrition, therapy, fitness, or data analytics may break through category silos.

Prioritize science, transparency, and compliance early to preempt credibility or regulatory crises.

Build ecosystems or partnerships rather than one-off products. Integration with insurers, clinics, gyms, or digital health platforms may amplify reach.

Local adaptation is key: brand messaging, distribution, and regulation vary across U.K., Germany, France, Nordics, and Southern Europe.

Use data wisely: consumer behavioral data, biometric feedback, and adherence analytics create value if leveraged ethically.

Prepare for consolidation: the Hims-ZAVA case suggests that mergers and acquisitions will continue reshaping the space.

For Wellnewtime, profiling these brands and curating case studies helps sharpen understanding of business innovation in wellness. Readers can also explore related coverage via Wellnewtime Business, Wellnewtime Innovation, and Wellnewtime Health.

A Vision Forward: What 2030 Might Look Like

Projecting forward, the most beloved wellness brands in Europe by 2030 may look very different from today's champions. They could resemble:

Integrated wellness-health platforms that blend diagnostics, treatment, coaching, and community.

Adaptive nutrition systems customized via genomics, microbiome profiles, or wearable feedback.

Holistic environment-based propositions, where wellness brands own or curate physical spaces (retreats, hotels, community centers) tied to their digital communities.

Regenerative and climate-positive brands that intimately tie wellness to planetary health — in sourcing, packaging, and carbon impact.

Fractional wellness networks, where consumers subscribe to modular wellness services (sleep, mental health, movement) rather than all-in-one brands.

The European market will continue being both a testing ground and launch pad for global wellness innovation.

Conclusion

Europe’s most popular wellness brands in 2025 embody a delicate balance of innovation, credibility, adaptability, and consumer trust. Huel challenges conventions of food, Withings and Oura translate biometrics into insight, Urban Sports Club reimagines access to movement, and the Hims–ZAVA union foreshadows convergence between wellness and telehealth. Brands like Foodspring remind us of fragility even in success.

For Wellnewtime’s discerning audience — invested in wellness, fitness, environment, business, innovation, and global trends — these stories are not merely profiles but guideposts. In a world where consumers demand depth, authenticity, and measurable value, the most enduring European wellness brands will be those that build ecosystems anchored in trust, science, sustainability, and human-centric purpose.

As Europe continues to redefine wellness in a digital, conscious, and connected era, Wellnewtime will remain a trusted lens through which readers can trace the evolution, dissect the strategies, and anticipate the next breakthrough brand.