Flower Therapy

type - trends
sector - beauty
sector - health & wellness
With consumers turning to the natural world as a wellbeing resource, brands are exploring the benefits of one of its key elements – flowers

Nature on prescription

Nature’s role in maintaining wellbeing is reaching new heights. Indeed, alternative treatments such as eco-therapy are on the rise, while major healthcare institutes are investing in green social prescribing. In recent years, it has become evident that regular exposure to nature can have profound effects on an individual’s emotional, mental and physical health. The benefits of this earthly exposure range from higher levels of life satisfaction and fewer stress hormones to lower blood pressure and heart rate.

During the pandemic, however, access to open green spaces was limited – arguably at a time when it was needed the most. To salvage a connection with nature, people looked to alternative hobbies that provided a similar sense of calm and satisfaction. Research by GlobalData reveals that in the UK gardening became the second <span "="">most popular activity during lockdown, while flower arranging and floristry gained status as the new ‘meditation’.

According to a study by the Royal Horticultural Society and the Universities of Sheffield and Virginia published in the journal Cities, frequent gardening – at least two or three times a week – can result in an increased sense of wellbeing comparable to that of daily exercise. Dr Lucy Loveday, a doctor who specialises in nature-based physical activity, sympathises with this idea. ‘I find gardening is very grounding. There’s a seasonal rhythm and in this a certainty to it,’ she says. ‘Gardening provides a space to explore at one’s own pace and to gently heal.’

While it may seem that these industries have experienced a periodic boom, interest is expected to outlast the pandemic as demand for floriculture and ornamental horticulture continues to rise. As discovered by Research and Markets, the global plant factory market is estimated to be valued at £90.4bn ($121.8bn, €105.2bn) in 2021.

Published by:

20 January 2022

Author: Livvy Houghton

Image: Forever Meadow by Pitch Studios



Floral remedies

Beyond this increase in gardening and floristry as popular hobbies, consumers are also looking to nature to bolster their physical and mental health.

In response, brands are harnessing its many benefits through innovative products that repackage the medicinal qualities of flowers. One brand doing this is cosmetics brand Florasis, which draws on ancient Chinese practices to create health-enhancing make-up products. Offering items including foundation, lipstick and eyeshadow, Florasis elevates its make-up with flowers and herbal extracts that are known to aid skin health.

Elsewhere in the wellness sector, supplement brand Flomacy is using flower essences to support people in overcoming common emotional barriers. Its floral drops, which can be taken by adults, children and pets, are formulated to dispel negative emotions like anxiety, frustration and lethargy. The Clematis Vitalba flower, for example, is used in the brand’s Focus drops to bring daydreamers back to the present moment, while Olea Europaea is used in the Calm remedy to help people recover from physical exhaustion – particularly after an illness.

‘Flower essences aren't new. They've been administered since the 1930s,’ explains Hannah J Knight, founder of Flomacy. ‘I'm still amazed to this day that so few people use flower remedies to overcome common emotional barriers. That's why I started Flomacy.’ The brand currently offers six pre-made tinctures, as well as additional services such as remedy assessments and therapy sessions.

‘Flower remedies work for anybody with emotions. We can change the way we feel and it doesn't have to be expensive or complicated’
Hannah J Knight, founder, Flomacy

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