Meet Woo, the Media Business Redefining Wellness for ‘Anxious’ Gen Z

Founder Stephen Mai wants to reach those who usually find wellness tropes 'woo-woo' or cringe

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When you hear the word wellness, what might spring to mind is a serene woman wearing yoga pants, sipping a green juice and buying a vagina-scented candle. It’s an aspirational image created by the likes of Goop, the lifestyle and wellness empire founded by actress Gwyneth Paltrow—and one that may alienate anyone who doesn’t fit into this trope. Negative clichés of the wellness industry paint it as too exclusive, cheesy or “woo-woo”—a term that means adhering to unconventional beliefs with little or no scientific basis. 



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