of the United Kingdom’s capitol city.
After I turned 35, my Instagram feed started to change.
At first, these changes were subtle: more content focused on fashionable yet affordable fashion. More “day in the life” stories of corporate moms trying to “do it all” (whatever that means). More prep meal ideas that follow my favorite cooking method, which I call “throw it all in one pan and see what happens.”
But then…the changes became more pointed and a bit more centered on what I would inevitably face as a woman inching closer to 40. Makeup tutorials centered on minimizing the appearance of dark circles, fine lines, and the inevitable facial drooping that comes with age. And those prep meals that I referred to were increasingly protein-packed, usually with Greek yogurt or cottage cheese.
So. Much. Cottage. Cheese.
The creators that I relied on for their honest takes on family, work, and health? Their feeds were being curated following the same content pillars. And increasingly, GLP-1 medications and pitches for products that offer more protein, superfoods, and vitamins to offset possible side effects began to take over storytelling narratives.
All of this became the ultimate gateway to a less stream of ads for GLP-1 drugs and nutrition services.
I soon learned from my peers that these changes didn’t exist in a vacuum.
This is just the latest example of social media democratizing information. Ozempic and other GLP-1 drugs were once confined to medical offices and now, “people are sharing their weight-loss journeys on TikTok, Instagram, and Reddit, calling these meds ‘miracle drugs,’” explained Sujeet Naik, Analyst at Coresight Research.
It’s far more than what I initially believed it to be: an outcome of AI slop and algorithms creating information echo chambers based on our behaviors. It is social media normalizing and amplifying the Ozempic Effect, which initially began in celebrity rumor mills and Bravolebrity gossip accounts.
“These treatments are part of the pop culture conversation,” Naik noted. Now, the discourse surrounding GLP-1 medications is becoming far more than celebrity rumors and influencer accusations. It’s creating a new pathway for creator monetization and, in turn, driving a much larger debate around what body acceptance and self-care even mean. For many, these lines are blurring, and due to its ability to alleviate PCOS and perimenopausal symptoms, GLP-1 is becoming a form of self-care in and of itself.
And of course, brands are there to shape the discourse every step of the way, turning arguments into product lines and marketing talking points.
The #SkinnyTok Connection: Wellness Became Weight Loss Theater
“You look happy, healthy, and amazing 🙌🏻🙌🏻”
”Looking too skinny, silly”
”I will not comment on other people’s bodies.”
It’s just a small sample of the whiplash-inducing comments that “Queer Eye” star and hair care founder Jonathan Van Ness received on a shirtless, full-body shot they posted post-pilates class. Hair messy, face gleaming, and a caption touting song lyrics, the post had an intent of self love, care, and happiness. But many commenters claimed that JVN just became social media’s latest “self-love warrior” who succumbed to “injection-fitness culture,” as one user boldly proclaimed.
When algorithms reward vulnerability and brands capitalize on contradiction, the body positive movement faces its most sophisticated challenge yet: sincerity sold at scale.
Wellness influencer Ashlie Molstad (@ashliemolstad) is just one of many creators who witnessed a similar response when she shared that she took GLP-1 to minimize food noise and manage her PCOS symptoms. She used the heightened conflict in her feed to start an information campaign where followers could opt in to receive more information, directly from her, about her experience. There is a fundamental tension between progress and prescription.
In the body-positive space, especially as figures who once stood for body acceptance are now showcasing their GLP-1 transformations, often without much explanation.
“For many, it feels like a reversal of the progress made toward celebrating all body types,” Naik said. “This clash is especially visible on social media, where plus-size creators promoting (or quietly using) GLP-1 meds are getting called out.”
This has become tricky territory for brands, navigating the fault lines of authenticity, especially those that claim to tout body positivity and inclusion. Much like American Eagle was deemed a hypocrite for its Good Jeans campaign in spite of its Aerie brand, brands will face an equal uncertainty: will they be called out for elevating celebrities and creators who contradict the self-love messaging they proclaim?
There is a subculture of consumers and creators who are pushing back the normalization of GLP-1 medications and our collective slipping back into the return of heroin chic aesthetics and pro-ana content. Admittedly, as someone who went through her own weight-loss journey, and at times slipping into highly normalized “ED-lite” behaviors, the clear reversal has been a bit triggering. But the main difference between today and when a size 4 Jessica Simpson was fat shamed by the world, is that the typical labels are nowhere to be seen. Instead, we get “What I eat in a day” memes that shamelessly promote undernourishment. And while the cutesy #SkinnyTok hashtag is apparently banned, that is not stopping the steady stream of content that includes messaging like, “your stomach isn’t rumbling…it’s applauding you.” It’s pro-disordered eating under the guise of self love, discipline, and fitness. It’s “wellness” being sold as wellness. It’s a wolf in sheep’s clothing, claiming they want to encourage and support you, only to lure you into a convoluted content cycle where accurate nutritional information is smashed together with malicious narratives.
In a world where 'What I eat in a day' videos normalize undernourishment as discipline, wellness has become a wolf in sheep's clothing, selling restriction as liberation.
Still, there are clear benefits of GLP-1 meds that go far beyond weight loss. Some creators, such as Mostad, Samantha Milton (@smaller_sam.pcos), and Laura Flusce (@fluscheeitaway) are taking charge of how they are perceived by their followers, focusing instead on how this treatment is helping with their PCOS symptoms, hormone imbalances, and more. These narrative shifts are driving long-term implications on the GLP-1 adoption cycle and how it is perceived in the mainstream market.
”We’re seeing a clear shift in how GLP-1s like Ozempic are being talked about,” said Erika Sheyn, SVP of Aesthetics at Guidepoint Qsight, a provider of healthcare data and analytics. “What started as a weight-loss ‘miracle drug’ narrative has evolved into broader conversations around body image, longevity, and preventative wellness. Social media has amplified both the excitement and the controversy, with influencers and patients driving awareness.”
The Proteinification Complex
While just six percent of Americans are on injectable GLP-1s, Rob Dongoski, Global Lead for the Food and Agribusiness at strategy and management consulting firm Kearney notes that “adoption rates are expected to increase as oral formats are expected in 2025 and generics in 2026.”
Although Dongoski noted there are some side effects and required behavioral changes that “may inhibit longer-term adoption,” Sheyn noted that as the discourse surrounding GLP-1s has changed, the cultural momentum is accelerating and shaping demand within medspa and aesthetic practices. In 2024, compounded GLP-1 medications were offered by the majority of medspas (60%) now offer what was once exclusively medical territory and 35% of physician offices in the aesthetics space, “a sign of how quickly metabolic health is becoming part of the aesthetic conversation,” she said. “Providers are no longer just addressing wrinkles or volume loss; they’re guiding patients through broader lifestyle transformations. The focus is shifting from isolated treatments to full-body optimization.”
It isn’t just medspas and aesthetic practices reaping the benefits. CPG brands are forming and expanding their product mix to offer more GLP-1-compliant options. Meal prep companies like Factor are using messaging that emphasizes protein and more nutritional benefits, including an SEO headline that claims: “GLP-1 Balanced Preference Meal Delivery for Balanced Nutrition.” Hungryroot and Tempo are using similar GLP-1-focused messaging for their services, while Nestlé launched Vital Pursuit, a line of frozen meals designed specifically with GLP-1 users in mind, according to Naik. Conagra also added “GLP-1 friendly” badges to some of its Healthy Choice products, making it easier for shoppers to find what fits their needs.
The shift from 'easy weight loss solution' to 'necessary treatment' reveals how commerce transforms moral panic into market opportunity.
Other CPG brands are a bit more discreet, focusing solely on marketing buzzwords (see “protein-packed” and “nutrition-packed”) to allude to their GLP-1 friendliness. Khloe Kardashian launched a new line of popcorn, sprinkled with “Khloud Dust,” which is actually just a modge-podge of milk proteins and seasoning. On the surface, it’s her way of capitalizing on the proteinification of the food industry. It’s also a dog whistle of sorts for GLP-1 users who need extra protein to maintain or grow their muscle mass.
Dongoski believes the ripple effects will have a more seismic impact moving forward, driving both category branding and store format changes. Grocers having aisles and end caps dedicated to GLP-1 foods and meal planning signals to customers that they not only welcome and support consumers on this journey, but they can be an all-in-one support system for their new lifestyle. The Vitamin Shoppe can give merchants a clue of what this more robust experience looks like. The retailer launched Whole Health RX, a digital hub that acts as a GLP-1 support guide, offering consumers everything from meal ideas, a dedicated line of supplements, protein powder recommendations, and even a telehealth line.
Skincare brands are seeing changing bodies as new opportunities for innovation, too. Image Skincare has launched a line specifically formulated for GLP-1 patients, targeting the skin changes that can accompany significant weight loss, according to Sheyn. “It’s a clear sign that companies are starting to productize around this cultural shift. They’re not just marketing to it, but building real solutions for it.”
Fashion brands, however, are being even more careful about how they respond to GLP-1 adoption. Naik noted that there are subtle signs, such as updating sizing assortment more often to reflect shifting demand for smaller sizes.
Perception of GLP-1 use is shifting from “easy weight loss solution” to “necessary treatment.” But that doesn’t mean brands should be any less thoughtful in how they market or create products aligned with this sector. Experts agreed that brands need to emphasize whole health, metabolic health, and longevity in addition to weight management. This shift from surface-level improvements to holistic well-being requires a strategic rethink in how brands across categories talk about our bodies and the way we treat them.
That means instead of leaning into before-and-after carousels that double down on aesthetics, brands should lean more into mobility, confidence, and emotional health. Therein lies the issue that has constantly plagued retail, and how brands talk to shoppers about self-love and body positivity. It has always been about how much space we take up. And that every new purchase, whether it be plant-based protein cookie dough or a new little black dress, is a reward for us changing ourselves, not. serving ourselves.
As Naik so poignantly stated: “The key is to acknowledge that weight might be part of someone’s journey, but it’s not the whole story.”
After I turned 35, my Instagram feed started to change.
At first, these changes were subtle: more content focused on fashionable yet affordable fashion. More “day in the life” stories of corporate moms trying to “do it all” (whatever that means). More prep meal ideas that follow my favorite cooking method, which I call “throw it all in one pan and see what happens.”
But then…the changes became more pointed and a bit more centered on what I would inevitably face as a woman inching closer to 40. Makeup tutorials centered on minimizing the appearance of dark circles, fine lines, and the inevitable facial drooping that comes with age. And those prep meals that I referred to were increasingly protein-packed, usually with Greek yogurt or cottage cheese.
So. Much. Cottage. Cheese.
The creators that I relied on for their honest takes on family, work, and health? Their feeds were being curated following the same content pillars. And increasingly, GLP-1 medications and pitches for products that offer more protein, superfoods, and vitamins to offset possible side effects began to take over storytelling narratives.
All of this became the ultimate gateway to a less stream of ads for GLP-1 drugs and nutrition services.
I soon learned from my peers that these changes didn’t exist in a vacuum.
This is just the latest example of social media democratizing information. Ozempic and other GLP-1 drugs were once confined to medical offices and now, “people are sharing their weight-loss journeys on TikTok, Instagram, and Reddit, calling these meds ‘miracle drugs,’” explained Sujeet Naik, Analyst at Coresight Research.
It’s far more than what I initially believed it to be: an outcome of AI slop and algorithms creating information echo chambers based on our behaviors. It is social media normalizing and amplifying the Ozempic Effect, which initially began in celebrity rumor mills and Bravolebrity gossip accounts.
“These treatments are part of the pop culture conversation,” Naik noted. Now, the discourse surrounding GLP-1 medications is becoming far more than celebrity rumors and influencer accusations. It’s creating a new pathway for creator monetization and, in turn, driving a much larger debate around what body acceptance and self-care even mean. For many, these lines are blurring, and due to its ability to alleviate PCOS and perimenopausal symptoms, GLP-1 is becoming a form of self-care in and of itself.
And of course, brands are there to shape the discourse every step of the way, turning arguments into product lines and marketing talking points.
The #SkinnyTok Connection: Wellness Became Weight Loss Theater
“You look happy, healthy, and amazing 🙌🏻🙌🏻”
”Looking too skinny, silly”
”I will not comment on other people’s bodies.”
It’s just a small sample of the whiplash-inducing comments that “Queer Eye” star and hair care founder Jonathan Van Ness received on a shirtless, full-body shot they posted post-pilates class. Hair messy, face gleaming, and a caption touting song lyrics, the post had an intent of self love, care, and happiness. But many commenters claimed that JVN just became social media’s latest “self-love warrior” who succumbed to “injection-fitness culture,” as one user boldly proclaimed.
When algorithms reward vulnerability and brands capitalize on contradiction, the body positive movement faces its most sophisticated challenge yet: sincerity sold at scale.
Wellness influencer Ashlie Molstad (@ashliemolstad) is just one of many creators who witnessed a similar response when she shared that she took GLP-1 to minimize food noise and manage her PCOS symptoms. She used the heightened conflict in her feed to start an information campaign where followers could opt in to receive more information, directly from her, about her experience. There is a fundamental tension between progress and prescription.
In the body-positive space, especially as figures who once stood for body acceptance are now showcasing their GLP-1 transformations, often without much explanation.
“For many, it feels like a reversal of the progress made toward celebrating all body types,” Naik said. “This clash is especially visible on social media, where plus-size creators promoting (or quietly using) GLP-1 meds are getting called out.”
This has become tricky territory for brands, navigating the fault lines of authenticity, especially those that claim to tout body positivity and inclusion. Much like American Eagle was deemed a hypocrite for its Good Jeans campaign in spite of its Aerie brand, brands will face an equal uncertainty: will they be called out for elevating celebrities and creators who contradict the self-love messaging they proclaim?
There is a subculture of consumers and creators who are pushing back the normalization of GLP-1 medications and our collective slipping back into the return of heroin chic aesthetics and pro-ana content. Admittedly, as someone who went through her own weight-loss journey, and at times slipping into highly normalized “ED-lite” behaviors, the clear reversal has been a bit triggering. But the main difference between today and when a size 4 Jessica Simpson was fat shamed by the world, is that the typical labels are nowhere to be seen. Instead, we get “What I eat in a day” memes that shamelessly promote undernourishment. And while the cutesy #SkinnyTok hashtag is apparently banned, that is not stopping the steady stream of content that includes messaging like, “your stomach isn’t rumbling…it’s applauding you.” It’s pro-disordered eating under the guise of self love, discipline, and fitness. It’s “wellness” being sold as wellness. It’s a wolf in sheep’s clothing, claiming they want to encourage and support you, only to lure you into a convoluted content cycle where accurate nutritional information is smashed together with malicious narratives.
In a world where 'What I eat in a day' videos normalize undernourishment as discipline, wellness has become a wolf in sheep's clothing, selling restriction as liberation.
Still, there are clear benefits of GLP-1 meds that go far beyond weight loss. Some creators, such as Mostad, Samantha Milton (@smaller_sam.pcos), and Laura Flusce (@fluscheeitaway) are taking charge of how they are perceived by their followers, focusing instead on how this treatment is helping with their PCOS symptoms, hormone imbalances, and more. These narrative shifts are driving long-term implications on the GLP-1 adoption cycle and how it is perceived in the mainstream market.
”We’re seeing a clear shift in how GLP-1s like Ozempic are being talked about,” said Erika Sheyn, SVP of Aesthetics at Guidepoint Qsight, a provider of healthcare data and analytics. “What started as a weight-loss ‘miracle drug’ narrative has evolved into broader conversations around body image, longevity, and preventative wellness. Social media has amplified both the excitement and the controversy, with influencers and patients driving awareness.”
The Proteinification Complex
While just six percent of Americans are on injectable GLP-1s, Rob Dongoski, Global Lead for the Food and Agribusiness at strategy and management consulting firm Kearney notes that “adoption rates are expected to increase as oral formats are expected in 2025 and generics in 2026.”
Although Dongoski noted there are some side effects and required behavioral changes that “may inhibit longer-term adoption,” Sheyn noted that as the discourse surrounding GLP-1s has changed, the cultural momentum is accelerating and shaping demand within medspa and aesthetic practices. In 2024, compounded GLP-1 medications were offered by the majority of medspas (60%) now offer what was once exclusively medical territory and 35% of physician offices in the aesthetics space, “a sign of how quickly metabolic health is becoming part of the aesthetic conversation,” she said. “Providers are no longer just addressing wrinkles or volume loss; they’re guiding patients through broader lifestyle transformations. The focus is shifting from isolated treatments to full-body optimization.”
It isn’t just medspas and aesthetic practices reaping the benefits. CPG brands are forming and expanding their product mix to offer more GLP-1-compliant options. Meal prep companies like Factor are using messaging that emphasizes protein and more nutritional benefits, including an SEO headline that claims: “GLP-1 Balanced Preference Meal Delivery for Balanced Nutrition.” Hungryroot and Tempo are using similar GLP-1-focused messaging for their services, while Nestlé launched Vital Pursuit, a line of frozen meals designed specifically with GLP-1 users in mind, according to Naik. Conagra also added “GLP-1 friendly” badges to some of its Healthy Choice products, making it easier for shoppers to find what fits their needs.
The shift from 'easy weight loss solution' to 'necessary treatment' reveals how commerce transforms moral panic into market opportunity.
Other CPG brands are a bit more discreet, focusing solely on marketing buzzwords (see “protein-packed” and “nutrition-packed”) to allude to their GLP-1 friendliness. Khloe Kardashian launched a new line of popcorn, sprinkled with “Khloud Dust,” which is actually just a modge-podge of milk proteins and seasoning. On the surface, it’s her way of capitalizing on the proteinification of the food industry. It’s also a dog whistle of sorts for GLP-1 users who need extra protein to maintain or grow their muscle mass.
Dongoski believes the ripple effects will have a more seismic impact moving forward, driving both category branding and store format changes. Grocers having aisles and end caps dedicated to GLP-1 foods and meal planning signals to customers that they not only welcome and support consumers on this journey, but they can be an all-in-one support system for their new lifestyle. The Vitamin Shoppe can give merchants a clue of what this more robust experience looks like. The retailer launched Whole Health RX, a digital hub that acts as a GLP-1 support guide, offering consumers everything from meal ideas, a dedicated line of supplements, protein powder recommendations, and even a telehealth line.
Skincare brands are seeing changing bodies as new opportunities for innovation, too. Image Skincare has launched a line specifically formulated for GLP-1 patients, targeting the skin changes that can accompany significant weight loss, according to Sheyn. “It’s a clear sign that companies are starting to productize around this cultural shift. They’re not just marketing to it, but building real solutions for it.”
Fashion brands, however, are being even more careful about how they respond to GLP-1 adoption. Naik noted that there are subtle signs, such as updating sizing assortment more often to reflect shifting demand for smaller sizes.
Perception of GLP-1 use is shifting from “easy weight loss solution” to “necessary treatment.” But that doesn’t mean brands should be any less thoughtful in how they market or create products aligned with this sector. Experts agreed that brands need to emphasize whole health, metabolic health, and longevity in addition to weight management. This shift from surface-level improvements to holistic well-being requires a strategic rethink in how brands across categories talk about our bodies and the way we treat them.
That means instead of leaning into before-and-after carousels that double down on aesthetics, brands should lean more into mobility, confidence, and emotional health. Therein lies the issue that has constantly plagued retail, and how brands talk to shoppers about self-love and body positivity. It has always been about how much space we take up. And that every new purchase, whether it be plant-based protein cookie dough or a new little black dress, is a reward for us changing ourselves, not. serving ourselves.
As Naik so poignantly stated: “The key is to acknowledge that weight might be part of someone’s journey, but it’s not the whole story.”
After I turned 35, my Instagram feed started to change.
At first, these changes were subtle: more content focused on fashionable yet affordable fashion. More “day in the life” stories of corporate moms trying to “do it all” (whatever that means). More prep meal ideas that follow my favorite cooking method, which I call “throw it all in one pan and see what happens.”
But then…the changes became more pointed and a bit more centered on what I would inevitably face as a woman inching closer to 40. Makeup tutorials centered on minimizing the appearance of dark circles, fine lines, and the inevitable facial drooping that comes with age. And those prep meals that I referred to were increasingly protein-packed, usually with Greek yogurt or cottage cheese.
So. Much. Cottage. Cheese.
The creators that I relied on for their honest takes on family, work, and health? Their feeds were being curated following the same content pillars. And increasingly, GLP-1 medications and pitches for products that offer more protein, superfoods, and vitamins to offset possible side effects began to take over storytelling narratives.
All of this became the ultimate gateway to a less stream of ads for GLP-1 drugs and nutrition services.
I soon learned from my peers that these changes didn’t exist in a vacuum.
This is just the latest example of social media democratizing information. Ozempic and other GLP-1 drugs were once confined to medical offices and now, “people are sharing their weight-loss journeys on TikTok, Instagram, and Reddit, calling these meds ‘miracle drugs,’” explained Sujeet Naik, Analyst at Coresight Research.
It’s far more than what I initially believed it to be: an outcome of AI slop and algorithms creating information echo chambers based on our behaviors. It is social media normalizing and amplifying the Ozempic Effect, which initially began in celebrity rumor mills and Bravolebrity gossip accounts.
“These treatments are part of the pop culture conversation,” Naik noted. Now, the discourse surrounding GLP-1 medications is becoming far more than celebrity rumors and influencer accusations. It’s creating a new pathway for creator monetization and, in turn, driving a much larger debate around what body acceptance and self-care even mean. For many, these lines are blurring, and due to its ability to alleviate PCOS and perimenopausal symptoms, GLP-1 is becoming a form of self-care in and of itself.
And of course, brands are there to shape the discourse every step of the way, turning arguments into product lines and marketing talking points.
The #SkinnyTok Connection: Wellness Became Weight Loss Theater
“You look happy, healthy, and amazing 🙌🏻🙌🏻”
”Looking too skinny, silly”
”I will not comment on other people’s bodies.”
It’s just a small sample of the whiplash-inducing comments that “Queer Eye” star and hair care founder Jonathan Van Ness received on a shirtless, full-body shot they posted post-pilates class. Hair messy, face gleaming, and a caption touting song lyrics, the post had an intent of self love, care, and happiness. But many commenters claimed that JVN just became social media’s latest “self-love warrior” who succumbed to “injection-fitness culture,” as one user boldly proclaimed.
When algorithms reward vulnerability and brands capitalize on contradiction, the body positive movement faces its most sophisticated challenge yet: sincerity sold at scale.
Wellness influencer Ashlie Molstad (@ashliemolstad) is just one of many creators who witnessed a similar response when she shared that she took GLP-1 to minimize food noise and manage her PCOS symptoms. She used the heightened conflict in her feed to start an information campaign where followers could opt in to receive more information, directly from her, about her experience. There is a fundamental tension between progress and prescription.
In the body-positive space, especially as figures who once stood for body acceptance are now showcasing their GLP-1 transformations, often without much explanation.
“For many, it feels like a reversal of the progress made toward celebrating all body types,” Naik said. “This clash is especially visible on social media, where plus-size creators promoting (or quietly using) GLP-1 meds are getting called out.”
This has become tricky territory for brands, navigating the fault lines of authenticity, especially those that claim to tout body positivity and inclusion. Much like American Eagle was deemed a hypocrite for its Good Jeans campaign in spite of its Aerie brand, brands will face an equal uncertainty: will they be called out for elevating celebrities and creators who contradict the self-love messaging they proclaim?
There is a subculture of consumers and creators who are pushing back the normalization of GLP-1 medications and our collective slipping back into the return of heroin chic aesthetics and pro-ana content. Admittedly, as someone who went through her own weight-loss journey, and at times slipping into highly normalized “ED-lite” behaviors, the clear reversal has been a bit triggering. But the main difference between today and when a size 4 Jessica Simpson was fat shamed by the world, is that the typical labels are nowhere to be seen. Instead, we get “What I eat in a day” memes that shamelessly promote undernourishment. And while the cutesy #SkinnyTok hashtag is apparently banned, that is not stopping the steady stream of content that includes messaging like, “your stomach isn’t rumbling…it’s applauding you.” It’s pro-disordered eating under the guise of self love, discipline, and fitness. It’s “wellness” being sold as wellness. It’s a wolf in sheep’s clothing, claiming they want to encourage and support you, only to lure you into a convoluted content cycle where accurate nutritional information is smashed together with malicious narratives.
In a world where 'What I eat in a day' videos normalize undernourishment as discipline, wellness has become a wolf in sheep's clothing, selling restriction as liberation.
Still, there are clear benefits of GLP-1 meds that go far beyond weight loss. Some creators, such as Mostad, Samantha Milton (@smaller_sam.pcos), and Laura Flusce (@fluscheeitaway) are taking charge of how they are perceived by their followers, focusing instead on how this treatment is helping with their PCOS symptoms, hormone imbalances, and more. These narrative shifts are driving long-term implications on the GLP-1 adoption cycle and how it is perceived in the mainstream market.
”We’re seeing a clear shift in how GLP-1s like Ozempic are being talked about,” said Erika Sheyn, SVP of Aesthetics at Guidepoint Qsight, a provider of healthcare data and analytics. “What started as a weight-loss ‘miracle drug’ narrative has evolved into broader conversations around body image, longevity, and preventative wellness. Social media has amplified both the excitement and the controversy, with influencers and patients driving awareness.”
The Proteinification Complex
While just six percent of Americans are on injectable GLP-1s, Rob Dongoski, Global Lead for the Food and Agribusiness at strategy and management consulting firm Kearney notes that “adoption rates are expected to increase as oral formats are expected in 2025 and generics in 2026.”
Although Dongoski noted there are some side effects and required behavioral changes that “may inhibit longer-term adoption,” Sheyn noted that as the discourse surrounding GLP-1s has changed, the cultural momentum is accelerating and shaping demand within medspa and aesthetic practices. In 2024, compounded GLP-1 medications were offered by the majority of medspas (60%) now offer what was once exclusively medical territory and 35% of physician offices in the aesthetics space, “a sign of how quickly metabolic health is becoming part of the aesthetic conversation,” she said. “Providers are no longer just addressing wrinkles or volume loss; they’re guiding patients through broader lifestyle transformations. The focus is shifting from isolated treatments to full-body optimization.”
It isn’t just medspas and aesthetic practices reaping the benefits. CPG brands are forming and expanding their product mix to offer more GLP-1-compliant options. Meal prep companies like Factor are using messaging that emphasizes protein and more nutritional benefits, including an SEO headline that claims: “GLP-1 Balanced Preference Meal Delivery for Balanced Nutrition.” Hungryroot and Tempo are using similar GLP-1-focused messaging for their services, while Nestlé launched Vital Pursuit, a line of frozen meals designed specifically with GLP-1 users in mind, according to Naik. Conagra also added “GLP-1 friendly” badges to some of its Healthy Choice products, making it easier for shoppers to find what fits their needs.
The shift from 'easy weight loss solution' to 'necessary treatment' reveals how commerce transforms moral panic into market opportunity.
Other CPG brands are a bit more discreet, focusing solely on marketing buzzwords (see “protein-packed” and “nutrition-packed”) to allude to their GLP-1 friendliness. Khloe Kardashian launched a new line of popcorn, sprinkled with “Khloud Dust,” which is actually just a modge-podge of milk proteins and seasoning. On the surface, it’s her way of capitalizing on the proteinification of the food industry. It’s also a dog whistle of sorts for GLP-1 users who need extra protein to maintain or grow their muscle mass.
Dongoski believes the ripple effects will have a more seismic impact moving forward, driving both category branding and store format changes. Grocers having aisles and end caps dedicated to GLP-1 foods and meal planning signals to customers that they not only welcome and support consumers on this journey, but they can be an all-in-one support system for their new lifestyle. The Vitamin Shoppe can give merchants a clue of what this more robust experience looks like. The retailer launched Whole Health RX, a digital hub that acts as a GLP-1 support guide, offering consumers everything from meal ideas, a dedicated line of supplements, protein powder recommendations, and even a telehealth line.
Skincare brands are seeing changing bodies as new opportunities for innovation, too. Image Skincare has launched a line specifically formulated for GLP-1 patients, targeting the skin changes that can accompany significant weight loss, according to Sheyn. “It’s a clear sign that companies are starting to productize around this cultural shift. They’re not just marketing to it, but building real solutions for it.”
Fashion brands, however, are being even more careful about how they respond to GLP-1 adoption. Naik noted that there are subtle signs, such as updating sizing assortment more often to reflect shifting demand for smaller sizes.
Perception of GLP-1 use is shifting from “easy weight loss solution” to “necessary treatment.” But that doesn’t mean brands should be any less thoughtful in how they market or create products aligned with this sector. Experts agreed that brands need to emphasize whole health, metabolic health, and longevity in addition to weight management. This shift from surface-level improvements to holistic well-being requires a strategic rethink in how brands across categories talk about our bodies and the way we treat them.
That means instead of leaning into before-and-after carousels that double down on aesthetics, brands should lean more into mobility, confidence, and emotional health. Therein lies the issue that has constantly plagued retail, and how brands talk to shoppers about self-love and body positivity. It has always been about how much space we take up. And that every new purchase, whether it be plant-based protein cookie dough or a new little black dress, is a reward for us changing ourselves, not. serving ourselves.
As Naik so poignantly stated: “The key is to acknowledge that weight might be part of someone’s journey, but it’s not the whole story.”
After I turned 35, my Instagram feed started to change.
At first, these changes were subtle: more content focused on fashionable yet affordable fashion. More “day in the life” stories of corporate moms trying to “do it all” (whatever that means). More prep meal ideas that follow my favorite cooking method, which I call “throw it all in one pan and see what happens.”
But then…the changes became more pointed and a bit more centered on what I would inevitably face as a woman inching closer to 40. Makeup tutorials centered on minimizing the appearance of dark circles, fine lines, and the inevitable facial drooping that comes with age. And those prep meals that I referred to were increasingly protein-packed, usually with Greek yogurt or cottage cheese.
So. Much. Cottage. Cheese.
The creators that I relied on for their honest takes on family, work, and health? Their feeds were being curated following the same content pillars. And increasingly, GLP-1 medications and pitches for products that offer more protein, superfoods, and vitamins to offset possible side effects began to take over storytelling narratives.
All of this became the ultimate gateway to a less stream of ads for GLP-1 drugs and nutrition services.
I soon learned from my peers that these changes didn’t exist in a vacuum.
This is just the latest example of social media democratizing information. Ozempic and other GLP-1 drugs were once confined to medical offices and now, “people are sharing their weight-loss journeys on TikTok, Instagram, and Reddit, calling these meds ‘miracle drugs,’” explained Sujeet Naik, Analyst at Coresight Research.
It’s far more than what I initially believed it to be: an outcome of AI slop and algorithms creating information echo chambers based on our behaviors. It is social media normalizing and amplifying the Ozempic Effect, which initially began in celebrity rumor mills and Bravolebrity gossip accounts.
“These treatments are part of the pop culture conversation,” Naik noted. Now, the discourse surrounding GLP-1 medications is becoming far more than celebrity rumors and influencer accusations. It’s creating a new pathway for creator monetization and, in turn, driving a much larger debate around what body acceptance and self-care even mean. For many, these lines are blurring, and due to its ability to alleviate PCOS and perimenopausal symptoms, GLP-1 is becoming a form of self-care in and of itself.
And of course, brands are there to shape the discourse every step of the way, turning arguments into product lines and marketing talking points.
The #SkinnyTok Connection: Wellness Became Weight Loss Theater
“You look happy, healthy, and amazing 🙌🏻🙌🏻”
”Looking too skinny, silly”
”I will not comment on other people’s bodies.”
It’s just a small sample of the whiplash-inducing comments that “Queer Eye” star and hair care founder Jonathan Van Ness received on a shirtless, full-body shot they posted post-pilates class. Hair messy, face gleaming, and a caption touting song lyrics, the post had an intent of self love, care, and happiness. But many commenters claimed that JVN just became social media’s latest “self-love warrior” who succumbed to “injection-fitness culture,” as one user boldly proclaimed.
When algorithms reward vulnerability and brands capitalize on contradiction, the body positive movement faces its most sophisticated challenge yet: sincerity sold at scale.
Wellness influencer Ashlie Molstad (@ashliemolstad) is just one of many creators who witnessed a similar response when she shared that she took GLP-1 to minimize food noise and manage her PCOS symptoms. She used the heightened conflict in her feed to start an information campaign where followers could opt in to receive more information, directly from her, about her experience. There is a fundamental tension between progress and prescription.
In the body-positive space, especially as figures who once stood for body acceptance are now showcasing their GLP-1 transformations, often without much explanation.
“For many, it feels like a reversal of the progress made toward celebrating all body types,” Naik said. “This clash is especially visible on social media, where plus-size creators promoting (or quietly using) GLP-1 meds are getting called out.”
This has become tricky territory for brands, navigating the fault lines of authenticity, especially those that claim to tout body positivity and inclusion. Much like American Eagle was deemed a hypocrite for its Good Jeans campaign in spite of its Aerie brand, brands will face an equal uncertainty: will they be called out for elevating celebrities and creators who contradict the self-love messaging they proclaim?
There is a subculture of consumers and creators who are pushing back the normalization of GLP-1 medications and our collective slipping back into the return of heroin chic aesthetics and pro-ana content. Admittedly, as someone who went through her own weight-loss journey, and at times slipping into highly normalized “ED-lite” behaviors, the clear reversal has been a bit triggering. But the main difference between today and when a size 4 Jessica Simpson was fat shamed by the world, is that the typical labels are nowhere to be seen. Instead, we get “What I eat in a day” memes that shamelessly promote undernourishment. And while the cutesy #SkinnyTok hashtag is apparently banned, that is not stopping the steady stream of content that includes messaging like, “your stomach isn’t rumbling…it’s applauding you.” It’s pro-disordered eating under the guise of self love, discipline, and fitness. It’s “wellness” being sold as wellness. It’s a wolf in sheep’s clothing, claiming they want to encourage and support you, only to lure you into a convoluted content cycle where accurate nutritional information is smashed together with malicious narratives.
In a world where 'What I eat in a day' videos normalize undernourishment as discipline, wellness has become a wolf in sheep's clothing, selling restriction as liberation.
Still, there are clear benefits of GLP-1 meds that go far beyond weight loss. Some creators, such as Mostad, Samantha Milton (@smaller_sam.pcos), and Laura Flusce (@fluscheeitaway) are taking charge of how they are perceived by their followers, focusing instead on how this treatment is helping with their PCOS symptoms, hormone imbalances, and more. These narrative shifts are driving long-term implications on the GLP-1 adoption cycle and how it is perceived in the mainstream market.
”We’re seeing a clear shift in how GLP-1s like Ozempic are being talked about,” said Erika Sheyn, SVP of Aesthetics at Guidepoint Qsight, a provider of healthcare data and analytics. “What started as a weight-loss ‘miracle drug’ narrative has evolved into broader conversations around body image, longevity, and preventative wellness. Social media has amplified both the excitement and the controversy, with influencers and patients driving awareness.”
The Proteinification Complex
While just six percent of Americans are on injectable GLP-1s, Rob Dongoski, Global Lead for the Food and Agribusiness at strategy and management consulting firm Kearney notes that “adoption rates are expected to increase as oral formats are expected in 2025 and generics in 2026.”
Although Dongoski noted there are some side effects and required behavioral changes that “may inhibit longer-term adoption,” Sheyn noted that as the discourse surrounding GLP-1s has changed, the cultural momentum is accelerating and shaping demand within medspa and aesthetic practices. In 2024, compounded GLP-1 medications were offered by the majority of medspas (60%) now offer what was once exclusively medical territory and 35% of physician offices in the aesthetics space, “a sign of how quickly metabolic health is becoming part of the aesthetic conversation,” she said. “Providers are no longer just addressing wrinkles or volume loss; they’re guiding patients through broader lifestyle transformations. The focus is shifting from isolated treatments to full-body optimization.”
It isn’t just medspas and aesthetic practices reaping the benefits. CPG brands are forming and expanding their product mix to offer more GLP-1-compliant options. Meal prep companies like Factor are using messaging that emphasizes protein and more nutritional benefits, including an SEO headline that claims: “GLP-1 Balanced Preference Meal Delivery for Balanced Nutrition.” Hungryroot and Tempo are using similar GLP-1-focused messaging for their services, while Nestlé launched Vital Pursuit, a line of frozen meals designed specifically with GLP-1 users in mind, according to Naik. Conagra also added “GLP-1 friendly” badges to some of its Healthy Choice products, making it easier for shoppers to find what fits their needs.
The shift from 'easy weight loss solution' to 'necessary treatment' reveals how commerce transforms moral panic into market opportunity.
Other CPG brands are a bit more discreet, focusing solely on marketing buzzwords (see “protein-packed” and “nutrition-packed”) to allude to their GLP-1 friendliness. Khloe Kardashian launched a new line of popcorn, sprinkled with “Khloud Dust,” which is actually just a modge-podge of milk proteins and seasoning. On the surface, it’s her way of capitalizing on the proteinification of the food industry. It’s also a dog whistle of sorts for GLP-1 users who need extra protein to maintain or grow their muscle mass.
Dongoski believes the ripple effects will have a more seismic impact moving forward, driving both category branding and store format changes. Grocers having aisles and end caps dedicated to GLP-1 foods and meal planning signals to customers that they not only welcome and support consumers on this journey, but they can be an all-in-one support system for their new lifestyle. The Vitamin Shoppe can give merchants a clue of what this more robust experience looks like. The retailer launched Whole Health RX, a digital hub that acts as a GLP-1 support guide, offering consumers everything from meal ideas, a dedicated line of supplements, protein powder recommendations, and even a telehealth line.
Skincare brands are seeing changing bodies as new opportunities for innovation, too. Image Skincare has launched a line specifically formulated for GLP-1 patients, targeting the skin changes that can accompany significant weight loss, according to Sheyn. “It’s a clear sign that companies are starting to productize around this cultural shift. They’re not just marketing to it, but building real solutions for it.”
Fashion brands, however, are being even more careful about how they respond to GLP-1 adoption. Naik noted that there are subtle signs, such as updating sizing assortment more often to reflect shifting demand for smaller sizes.
Perception of GLP-1 use is shifting from “easy weight loss solution” to “necessary treatment.” But that doesn’t mean brands should be any less thoughtful in how they market or create products aligned with this sector. Experts agreed that brands need to emphasize whole health, metabolic health, and longevity in addition to weight management. This shift from surface-level improvements to holistic well-being requires a strategic rethink in how brands across categories talk about our bodies and the way we treat them.
That means instead of leaning into before-and-after carousels that double down on aesthetics, brands should lean more into mobility, confidence, and emotional health. Therein lies the issue that has constantly plagued retail, and how brands talk to shoppers about self-love and body positivity. It has always been about how much space we take up. And that every new purchase, whether it be plant-based protein cookie dough or a new little black dress, is a reward for us changing ourselves, not. serving ourselves.
As Naik so poignantly stated: “The key is to acknowledge that weight might be part of someone’s journey, but it’s not the whole story.”
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