While interest in the trillion-dollar beauty and wellness industry is reflected in the explosion of social media posts, especially on Instagram and TikTok, beneath the social media surface individuals are seeking various solutions to the negative emotions that run through society. We have explored the myriad challenges in today’s Uncharted Territory, including society’s mental health issues, which have moved to the front burner of social problems. As a result, an increasing number of consumers are looking to the so-called wellness industry to sustain and take care of themselves. In the process, they are finding a wellness culture that facilitates their ability to look good, smell good and feel good about themselves.