While Americans used to look to doctors and nurses for the final word on medical matters, that’s not always the case nowadays. Influenced by social media gurus and aided by digital tracking tools, the ‘worried well’ are taking a proactive approach to health that minimizes input from professionals.

Poor access to healthcare is common across the US, leading a growing number of people to try out telemedicine and embrace the wellness movement. Hailed as the ‘Glossier of femtech’, Hers is going direct to consumers with Insta-friendly prescription solutions to hair, skin, and sexual problems.

The chief executive of the NHS has warned Britons to be wary of the questionable concepts and products showcased in The Goop Lab. With many people rejecting conventional healthcare in favour of 'wellness', brands can help to distinguish between phony cures and scientific solutions.

Gwyneth Paltrow’s astonishingly popular Goop magazine is adding categories to its wellness stories. The move aims to bring transparency to products it advertises – and ultimately sells – following years of criticism from the scientific community over the robustness of the brand's claims.