The explosion of GLP-1s has already altered society. The obesity rate has ticked down in the U.S., telehealth companies such as Ivim, Found, Hims & Hers and Joi Women’s Wellness are booming, and industries as diverse as apparel and restaurants are grasping what it might mean for them.

In beauty and wellness, many people are seeking out new products and protocols to counteract side effects from the drugs and dramatic weight loss—research has shown GPL-1s help users lose 10% of their body weight on average—as well as to optimize overall health outcomes. Below, explore five ways GLP-1 users are shaking up their beauty and wellness routines, boosting fragrance, butt care, body treatments and beyond.

Supplement brands like Lemme, Arrae, Hum Nutrition and Veracity have flooded the market with products promising to be non-prescription answers to GLP-1s. Another role for supplementation linked to GLP-1s is tempering the well-documented side effects of the medications, which have been shown in research to help users lose 10% of their body weight on average, such as nausea, muscle loss, constipation and fatigue.

The Vitamin Shoppe, the retailer that has a partnership with telehealth company WellSync to dispense GLP-1 drugs, reported a 10% increase in sales of ready-to-drink protein beverages in 2023 in part because people are guzzling them to counter GLP-1-induced muscle loss. Data from the firm SPINS verifies the growth. In the year ending Nov. 5, it has protein supplement and meal replacement sales up 15%.

Supplement brands and product ranges are proliferating in response to the rise of GLP-1s. In June, supplement e-commerce destination iHerb released three supplements priced roughly from $14 to $42—CollagenUP Plus, Berberine Advanced and Digestion Pro—to support individuals using GLP-1 medications by addressing nausea, changing blood sugar levels and muscle mass and skin elasticity loss.

In August, Alexandra Sowa, an obesity and internal medicine physician, introduced SoWell, a trio of powdered supplements priced from $34.99 to $44.99: SoWell Electrolytes SoWell Protein and SoWell Fiber. She was inspired to create the brand after years of cobbling together together 10 to 12 products for her GLP-1 patients and encountering a field of what she considered lackluster supplements due to high sugar and additive contents and subpar scientific backing.

“I realized there was a big gap in the market, products made specifically for the unique needs and taste buds of the GLP-1 user,” says Sowa, noting that electrolyte powder to rehydrate is recommended for GLP-1 users because GLP-1s “suppress thirst in addition to appetite. Users often do not get enough water, which worsens side effects like nausea and gastrointestinal distress.”

Content creators chronicling their Ozempic experiences are all over social media platforms such as TikTok and Reddit, and one experience they’ve chronicled that might seem unusual is that the drug has transformed them into fragrance fanatics. Prior to taking the drug, Anna Viele, a TikToker with the handle @goldensniffs, wore the perfume La Chasse aux Papillons de L’Artisan Parfumeur for 12 years. Once she went on Ozempic and achieved her goal weight, she searched for a new signature scent and developed a full-fledged passion for perfumes.

“There’s something that happens with [GLP-1s], it can be anhedonia, but it’s a feeling of, well, what now?” she says. “Because food is not that interesting anymore. You need to find other sources of enjoyment or sensory experience. That was what was making me want to find more and more perfumes, not just one.” She adds, “Perfume is uniquely suited to this particular problem because you get that hit of smelling something just like delicious food smells a certain way, but it is so fascinating that there’s still that underlying seeking behavior.”

Viele’s TikTok videos theorizing about a connection between GLP-1 use and fragrance obsession have drawn hundreds of comments from fellow GLP-1 users. User @lcope69 wrote, “This is exactly what happened to me. It did correlate with when I started tirzepatide. I definitely need a cheaper obsession.”

Daniel Giles, founder of luxury fragrance brand Perfumehead, says the phenomenon makes perfect sense. “The research shows an indirect connection to sensory perceptions when you take GLP-1s,” he explains. “There is a gut, brain and smell connection. It appears that there is an activation with the olfactive receptors.”

Viele has purchased multiple $260 Régime des Fleurs scents, but realized she could satisfy her desire for more and more fragrances by buying discovery sets. She admits to recently ordering three. “There’s the joy of new experiences, but there’s also the joy of the bottle,” says Viele. “The bottles are beautiful. Collecting that is also part of it.”

On TikTok, GoPure’s Tighten & Lift Neck Cream is a beloved product among GLP-1 users trying to rectify loose neck skin instigated by weight loss. GoPure reports the $39 product is its bestseller, and over 500,000 jars of it have sold since its launch in August 2021. Many of GoPure’s top content creators like the creator with the handle @authenticallylori are on GLP-1s.

For customers able and willing to spend greater than $39 on a neck product, luxury skincare brands have been giving them options. In September, legacy Swiss spa brand Cellcosmet launched $375 CellLift Neck and Décolleté and luxury skincare brand U Beauty launched $138 The Sculpt Neck + Décolleté Concentrate. Cellcosmet CEO Tancrède Amacker says CellLift was developed to “target [the] firming and smoothing of neck and décolleté delicate skin…improve elasticity, decrease sagging, and protect and strengthen the skin barrier.”

Consumers looking for more powerful results are seeking non-surgical aesthetic interventions. Beauty tech company Sofwave has seen an uptick in demand for its service that harnesses ultrasound technology to heat the dermis to a temperature that triggers a healing response that increases collagen and elastin in the skin, which helps maintain volume and combat skin laxity.

Jessica Weiser, dermatologist and founder of Manhattan skin clinic Weiser Skin MD, which offers Sofwave treatments, says that the treatment can lift the skin on the neck while simultaneously improving crepey texture, a frequent complaint. She advises patients do a Sofwave session prior to or right at the onset of GLP-1 treatment and repeat it every three months to continually boost collagen, elastin and hyaluronic acid production in the skin.

Constipation is a common side effect of GLP-1 usage, and many people suffer not only from constipation, but also hemorrhoids, a condition related to it. “When someone is constipated, it naturally creates the need to use more force to evacuate because the stool doesn’t come out easily,” says New York City plastic surgeon and anal care expert Evan Goldstein. “This straining, sitting and pushing can lead to hemorrhoid development as well as anal tears called fissures.” He adds that constipation may be exacerbated among women GLP-1 users who have slower gut transit times to begin with.

A crop of targeted butt care brands are bubbling up that aim to address hemorrhoids in a modern, female-friendly way. Earlier this year, MyBum launched with a trio of products formulated to treat and prevent hemorrhoids and anal irritation: $29.99 Bum Balm, $14.99 Bum Daily Wipes and $28.99 Bum Suppositories. Slated to debut early next year, Beam Butt Care will offer a suite of products to address all manner of rear end woes, from acne and keratosis pilaris to hemorrhoids. One of Beam’s standout products is its aloe and vitamin E-infused Rectal Mask, a soothing sheet mask for the anus. The mask can be used prophylactically.

“There are cases with GLP-1 where you aren’t constipated, but you have fairly extreme diarrhea, which can also cause hemorrhoids, you can use the rectal mask in a prophylactic way to help keep that area calm,” says Mat Franken, who founded Beam with Vanessa Holfert, “You can also use it in conjunction with our hemorrhoid product where we’re using deeply hydrating known beauty botanicals that are going to help not only reduce swelling, but also improve the hydration in that area.”

Goldstein, who launched sexual wellness and intimate care brand Future Method in 2019 to create solutions for common ailments in the bedroom, bathroom and beyond, is glad there are new brands coming on the market. “The anal space, both medicinally and sexually, has significantly unmet needs. and there’s really only been one or two brands that have dominated for years,” he says. “Hemorrhoids, fissures and other anal pathologies have been destigmatized recently, and we’re finally seeing a shake-up in the space.”

Liposuction is the most popular plastic surgery procedure in the U.S., according to the American Society of Plastic Surgeons. GLP-1s are a a contributor, whether because users are perfecting the work of the drugs or non-users are attempting to appear like their slimmed-down peers. Other body treatments, whether in the plastic surgery realm or outside of it, stand to gain from the same dynamics.

Bloating is another tiresome side effect of GLP-1 usage, and people are signing up for lymphatic drainage manual massage and additional body treatments to combat it. Endospheres, an aesthetics machine powered by compressive microvibration to promote lymphatic drainage and increase circulation, is increasingly popular in such treatments. The recommended Endospheres protocol is a series of at least 12 body treatments ideally two times per week.

Tiana Presolska, a nutritionist, scientific researcher and Endospheres distributor based in Bulgaria, has been studying the use of Endospheres for nearly a decade and believes the benefits of the technology for GLP-1 users go beyond debloating. “On a global scale, we are seeing an increase in Endopsheres treatments directed at people who have lost weight from taking GLPs,” she says. “Endospheres treatments help the lymphatic system improve its performance and manage the additional toxins released from fat cells during the weight loss process.”