If you're not partnering with wellness, you're missing out!

Brand partnerships are nothing new. The act of linking up with a business that aligns with your brand values is a smart marketing tactic that can drive new customers, brand loyalty and that all-important credibility in a crowded market. 

Historically, beauty and fashion brands were the obvious marriage made in heaven, and now, wellness brands are the new go-to, thanks to the boom in the market and shifts in consumers lifestyles.

Luxury protein brand HERMOSA, founded by Erika Tamayo, co-founder of Barry's UK, was originally created as in-house protein for the Barry's client, but after an overwhelming set of requests to buy the ingredient to take home, she decided to launch a consumer version and Hermosa was born in 2014.

Erika does not compromise on high-quality, all-natural ingredients and has created a product that not only works and tastes great, but also has an aspirational brand image.

HERMOSA is not your 'gym-bro' brand, but a luxury protein brand that you look forward to using. Erika is making the ritual of making your protein shake a luxurious experience, which is evident in the brand partnerships she is creating to drive awareness - from Michelin-stared chefs to fashion brands such as luxury ski-wear brand Perfect Moment.

"For me, partnerships are not just about driving new customers. I am on a massive quest to create a movement, a cultural shift for a protein powder company," says Tamayo, founder of Hermosa.

"Perfect Moment is a very high-end fashion brand for ski-wear. And it goes hand-in-hand with our ethos because it's about moving. Regardless of what you do, if you move, you're going to need a recovery. We want to inspire you to move. So Perfect Moment was one of those partnerships perfect for brand awareness, but continues inspiring people to move and be active regardless of what you do. You don't have to do Barry's or the gym, for example. Skiing is a perfect thing that needs performance and that needs you to recover.

"People used to be proud of the handbags or the clothing that they would buy. Nowadays, it is how much you look after yourself. You go to Pilates, you have your matcha, you have your HERMOSA in hand. It really is the product of desire these days. And the reason why it is, is because we have made it (HERMOSA) aspirational."

The stars align when an influencer is already a fan of your brand. It helps make for an organic partnership. To celebrate the launch of her new book, Confidence, author and inspirational speaker Roxie Nafousi partnered with HERMOSA to create The Confidence Shake. This cinnamon bun-flavoured smoothie was designed as a healthy, high-protein treat.

Earlier this year, the brand ventured into the high-end culinary territory by teaming up with Michelin-starred chef Miller Prada for a limited-edition protein shake inspired by his Colombian roots. This shake was served exclusively at Barry's studios and shared Miller’s obsession with ingredients - taste without compromise.

In the eight months since opening, functional smoothie bar Elevate has collaborated with beauty and wellness brands such as Nars, Dyson, Humantra, Dr. David Jack and NuFace. Their co-branded smoothie collaborations with Humantra and Dr David Jack have been particularly successful, both seeing consistent sell-outs, customer conversion and increased visibility on social media.

"We're seeing beauty and fashion brands increasingly partnering with wellness and lifestyle brands, because consumers no longer see these categories as separate. Skin, energy, performance and nutrition all sit within the same lifestyle, and brands that acknowledge this feel more relevant. At the same time, many brands that have been highly successful online are now looking to create more IRL touchpoints with their customers. There’s a clear shift towards experiences as a more memorable and effective marketing tactic, allowing brands to drive trial, build emotional connection and deepen loyalty in a way that digital alone can’t," says Julia Baldet, founder of Elevate.

Elevate x ASOS Beauty

"At Elevate, we collaborate with beauty and fitness brands when there’s a genuine overlap in values and audience, as I believe that customers are very discerning of what feels authentic or not. Having limited edition smoothies or a 'one day only' collaboration can amplify a product launch and create a lot of traction for both brands. We've had queues out of the door for our limited edition smoothies and have even seen customers camp overnight outside the store for our NuFace collaboration.

"Our collaboration with Dr David Jack felt particularly natural. We’re literally neighbours at the Royal Exchange, both founder-led businesses, and we share the same ethos around science-led, results-driven wellness. We designed this collaboration to bridge the gap between beauty from the inside and out, pairing clinical skincare with functional nutrition in a way that felt intuitive and credible, while also driving discovery for both brands."

The electrolyte brand Humantra is not a brand targeted at elite athletes; it’s everyday hydration for everyone. The brand's ethos means it sees wellness, fitness and beauty as part of the same category, all with the goal to connect communities from all walks of life. Humantra approaches partnerships as long-term brand relationships rather than one-off marketing moments and naturally sits at the intersection of wellness, culture, fashion and movement - an approach reflected in the collaborators Humantra chooses to work with.

In 2023, Humantra partnered with British streetwear brand Represent 247 to introduce the brand to a new audience through a limited-edition Spicy Mango flavour. Positioned as an everyday wellness essential, the collaboration reframed hydration as part of modern daily routines - from work and travel to movement and recovery. The collaboration helped Humantra expand beyond traditional wellness channels into the fashion and streetwear space, while also enabling Represent to deepen the functional narrative of its 247 line and reach a broader, wellness-oriented audience.

In Dubai, Humantra has partnered with Adidas across a series of activations and wellness-led experiences, including the limited-edition Humantra X Adizero box, designed for life both on and off the track, as well as regular community events. The collaboration highlighted hydration as a simple but essential part of everyday wellbeing, reinforcing Humantra’s role within broader lifestyle and performance culture.

Across all collaborations, the focus remains the same: authentic alignment, shared communities and cultural relevance. Many partnerships begin organically - through founders, community overlap or product affinity - and evolve over time into deeper brand relationships. As wellness continues to merge with beauty, fashion and fitness, Humantra’s partnership strategy reflects the way consumers already live: fluidly across categories, with wellbeing at the centre.

In the perfect alignment, the National Basketball Association (NBA) has named C4 Energy, the protein and energy drink brand, as its Official Energy Drink Partner in Europe in a new multi-year collaboration. This partnership has been designed to bring fans in the UK, and across the continent, closer to the world’s biggest basketball league than ever before.

C4 Energy delivers an exclusive cross-channel partnership to bring its consumers NBA-inspired fan experiences, content, limited retail activations, co-branded products, and in‑venue activations. As a result of the partnership, fans can look forward to even more access during NBA Global Games in Europe, capturing the culture, style and intensity of the NBA. This includes meet-and-greets with NBA legends, NBA-branded content celebrating the league’s biggest plays, premium hospitality experiences, and on-court moments that put fans at the heart of the game.

"C4 Energy shares our passion for the culture and innovation that surrounds today’s game to engage fans in new and creative ways. We’re excited to work together to energise fans around some of the  biggest NBA moments in Europe," says Dina Ahmad, Vice President, Global Partnerships, NBA Europe & Middle East.

To celebrate the UK launch of its sugar-free range, Liquid I.V, the number one hydration brand in the US has really thought outside the box for its most recent activation by becoming the official electrolyte partner of The Brit Awards. Everything from backstage build-up to the final afterparty track, Liquid I.V fuelled artists, crew and VIP guests with its new sugar-free formula, designed to support energy, fight fatigue and deliver longer-lasting everyday hydration.

"Being named The Brit Awards’ first-ever wellness partner is a huge moment for Liquid I.V., and reflects how we see wellbeing evolving as part of everyday culture," says Olivia Otesanya, Health & Wellbeing Marketing Lead UK, Liquid I.V.

"Wellbeing is a personal journey, and music plays a powerful role in that. From the gym to festivals to the moments that bring communities together. 60% of UK consumers prefer brands that engage through cultural events, and for Gen Z especially, music and movement are central to connection: 37% see working out as a way to socialise, 42% have formed friendships through it, and 58% plan to attend a music festival in the next year.

"Partnering with The BRITs allows us to show up authentically in those high-energy cultural spaces where people are living life at full volume, with hydration as the quiet essential that underpins performance and celebration.

"Of course, awareness and customer growth matter, particularly as we launch our Sugar Free range in the UK. With 56% of Gen Z purchasing after seeing a product in an influencer video, cultural visibility plays a key role. But beyond acquisition, this is about positioning hydration as a daily ritual, foundational to modern wellbeing, not just reactive."

Liquid I.V bar at The BRITs

It may seem a stretch for the Brits to partner with a wellbeing brand, but as Olivia goes on to say: "That’s exactly what makes it interesting. Wellbeing is part of culture, and Liquid I.V supports hydration for daily life, including moments like the BRITs.

"In the UK, music and exercise are our natural entry points to educate consumers on the role electrolytes play in supporting performance and recovery.

"It’s less about turning The Brits into a wellness event, and more about recognising that wellness already exists within modern lifestyles. People want to enjoy the moment and still feel good the next day and that’s where Liquid I.V. fits naturally."