Touch Grass, Live Forever, Stay 25
addie wagenknecht@wheresaddie
The idea
I believe the health habits wealthy people pay up for today, like weight-loss drugs, biomarker tracking, Botox and better-for-you drinks, are going mass-market within a year or two. So I own the companies selling the affordable versions across five habit groups: functional food and vitamins, beauty and aesthetics, weight-loss pills and telehealth, tracking and testing, and fitness and recovery, rather than any single name or luxury brand. I keep 10% in cash to add on dips. If the trickle-down to everyday consumers stalls or reverses, I'd rethink the whole thing.
What will be bought
- Protein beverages, wellness energy drinks, supplements and alternative beverages capture spending from consumers prioritizing health and reducing alcohol intake. · Celsius HoldingsIt produces wellness-positioned energy drinks that appeal to consumers seeking functional beverages as alcohol alternatives., BellRing BrandsIt manufactures protein shakes and ready-to-drink nutritional products that capture health-conscious eating trends., The Vita Coco CompanyIt markets coconut water and plant-based beverages to consumers seeking healthier hydration alternatives to sugary and alcoholic drinks., HaleonIt owns mass-market vitamin brands that supply affordable nutritional supplements to everyday consumers., Dutch BrosIt brews and serves specialty matcha and wellness-focused beverages at accessible price points across multiple locations.23%
- Affordable injectables and makeup alternatives bring cosmetic procedures and prestige skincare routines within reach of everyday buyers. · e.l.f. BeautyIt sells affordable cosmetics and beauty products that replicate prestige brands at lower price points., Ulta BeautyIt retails mass-market and prestige beauty products, making cosmetic routines and treatments available in accessible store formats., AbbVieIt produces injectable aesthetics including Botox that are becoming more accessible through wider distribution and competition., EvolusIt manufactures affordable neurotoxin injectables that compete with established Botox by offering cost-effective alternatives.19%
- Oral medications and direct-to-consumer prescriptions are making weight-loss treatments accessible beyond high-net-worth patients. · Eli Lilly and CompanyIt manufactures oral GLP-1 medications that convert expensive injectables into affordable pill-form alternatives for mass-market distribution., Hims & Hers HealthIt provides telehealth prescriptions and treatments through a consumer-friendly platform that bypasses traditional doctor visits., Novo NordiskIt produces oral GLP-1 medications that make weight-loss treatments available as affordable take-home products.17%
- Wearable devices and at-home diagnostics democratize health monitoring that previously required visits to concierge physicians. · GarminIt produces wearable devices and smartwatches that deliver continuous health tracking to mainstream consumers without medical oversight., DexcomIt makes continuous glucose monitors that transform diabetes management into a consumer-accessible wearable without clinical gatekeeping., Quest DiagnosticsIt operates the infrastructure for direct-to-consumer blood testing and diagnostics that bypasses traditional physician ordering.17%
- Low-cost gyms and sleep-focused products bring wellness amenities to mainstream consumers who once required premium memberships or specialized services. · Planet FitnessIt operates budget-friendly gym locations that make fitness accessible to cost-conscious members across broad demographics., Somnigroup InternationalIt provides sleep improvement products and services that bring recovery technology to mainstream wellness-focused buyers., Life Time Group HoldingsIt operates premium fitness and wellness clubs that package personal training and recovery services into membership models.14%
- Cash10%