Our trends don’t just *poof* materialize. Our world-class team of reporters and editors across all verticals spend all year tracking launches, analyzing new scientific data, and talking with industry experts about what’s percolating in their world. After identifying a trends pitch, our editorial team vets each idea for brand alignment; gathers research to support the trend; and interviews stakeholders including industry experts and company founders. Through several rounds of revisions that prioritize clear evidence, we get to the core of what’s really going to be integral to wellness next year—and peel away the rest.