The D2C wellness trust table: tested, prescribed, proven
17 brands. 3 rankings. Less than one point separates first from fourth, and the top four come from two countries.
“In health, every claim is a promise someone will check.”
WCRC Intelligence Unit
The finding that frames the industry
Across WCRC's three 2026 Most Trusted D2C rankings, 17 brands come from health and wellness. They average a D2C Trust Score of 73.69. The six American brands average 75.54, the nine Indian brands 73.42 and the two Australian brands 69.34.
No brand in this group scores above 80, and the top four sit within 0.68 points of each other.
MuscleBlaze at the top: what the leader proves
MuscleBlaze's 79.88 is the highest wellness score in any of the three rankings. It is part of HealthKart, founded by Sameer Maheshwari, which reported revenue of ₹1,313 Cr in FY25. Its trust comes from lab-tested authenticity checks that let buyers confirm their supplements are genuine, in a market where fakes are a real risk.
The lesson is that authenticity can be a product feature. The weakness is shared by every supplement brand: claims face constant scrutiny.
America: telehealth at scale
GoodRx (79.84) helps people find lower prescription prices at the pharmacy counter, with revenue of $796.9M in FY2025. Hims & Hers (79.28) offers discreet, low-cost access to treatments with clear subscription pricing, and its revenue rose 59% to $2,347.6M in FY2025, the fastest growth in the group.
Peloton (79.20) has popular instructors and a loyal community, and FY2026 was its first full year of positive net income, though revenue is still shrinking. Talkspace (73.70), now owned by Universal Health Services, BetterHelp (72.12), part of Teladoc Health, and LifeMD (69.10) complete the American group.
India: from gyms to hair care
cult.fit (77.66) built trust with a strong community and a well-run gym network, and reported revenue of ₹1,216 Cr in FY25. Traya (77.20) wins word of mouth with diagnosis-led hair plans, with revenue of about ₹600 Cr in FY26. Kapiva (76.56) sells lab-tested Ayurvedic products in convenient formats.
Several Indian brands deal with sensitive topics. Man Matters (72.70), from Mosaic Wellness, and Bold Care (67.50), co-founded with actor Ranveer Singh, pair products with doctor advice. Plush (69.30) sells organic hygiene products for women.
Australia: memberships and tested supplements
Viva Leisure (71.36) is still led by its co-founder and had 694,243 members across its gym network at the end of FY2026, with revenue of A$237.1M. More of those members sit in franchised clubs than in its own clubs.
Forest Super Foods (67.32) publishes independent product test results and has more than 10,000 customer reviews. More than half of its customers buy again.
Where the industry is exposed
The risks are regulatory and personal. Two American therapy and pricing brands have paid FTC penalties over health data. Hims & Hers and LifeMD depend on GLP-1 weight-loss demand, which draws regulators' attention. In India, supplement and Ayurveda claims face scrutiny, Bold Care's losses widened sharply in FY25, and cult.fit's past gym closures still shape sentiment. Results from hair and wellness programmes vary by person, which makes promises hard to keep for everyone.
Five things that will define the industry
- Whether MuscleBlaze or GoodRx takes the top spot next year, with 0.04 points between them.
- How regulators treat compounded GLP-1 drugs sold by Hims & Hers and LifeMD.
- Whether Peloton can grow revenue again now that it is profitable.
- How Talkspace and BetterHelp keep a consumer focus inside larger healthcare groups.
- Whether India's doctor-led brands, such as Traya and Man Matters, can scale without overpromising results.
The combined table: all 17 brands by score
| # | Brand | India | US | ANZ | Score |
|---|---|---|---|---|---|
| 01 | MuscleBlaze | #16 | — | — | 79.88P |
| 02 | GoodRx | — | #20 | — | 79.84P |
| 03 | Hims & Hers | — | #25 | — | 79.28P |
| 04 | Peloton | — | #27 | — | 79.20P |
| 05 | cult.fit | #25 | — | — | 77.66P |
| 06 | Traya | #30 | — | — | 77.20P |
| 07 | Kapiva | #38 | — | — | 76.56P |
| 08 | Wellbeing Nutrition | #58 | — | — | 73.70P |
| 09 | Talkspace | — | #70 | — | 73.70P |
| 10 | Man Matters | #68 | — | — | 72.70P |
| 11 | BetterHelp | — | #80 | — | 72.12P |
| 12 | Viva Leisure | — | — | #79 | 71.36P |
| 13 | Plush | #84 | — | — | 69.30P |
| 14 | LifeMD | — | #88 | — | 69.10P |
| 15 | Bold Care | #92 | — | — | 67.50P |
| 16 | Forest Super Foods | — | — | #92 | 67.32P |
| 17 | Boldfit | #93 | — | — | 66.24P |
P Provisional score. Unmarked scores are published scores carried over from the World's Most Powerful 100 Brands 2026 or validated by WCRC.
The industry in full, ranking by ranking
India's Most Trusted D2C Brands 2026
9 Health & Wellness brands. See the full ranking
| Rank | Brand | Owner | Founded | Score | Latest revenue (as per company filings) |
|---|---|---|---|---|---|
| #016 | MuscleBlaze | HealthKart | 2012 | 79.88P | ₹1,313 Cr revenue (FY25), HealthKart (Bright Lifecare) |
| #025 | cult.fit | Curefit Healthcare Pvt Ltd | 2016 | 77.66P | ₹1,216 Cr revenue (FY25), Curefit Healthcare |
| #030 | Traya | Traya Health | 2019 | 77.20P | ~₹600 Cr revenue (FY26) |
| #038 | Kapiva | Kapiva Ayurveda | 2016 | 76.56P | ~₹465 Cr revenue (FY26) |
| #058 | Wellbeing Nutrition | Wellbeing Nutrition | 2019 | 73.70P | ₹118.5 Cr revenue (FY25) |
| #068 | Man Matters | Mosaic Wellness Pvt Ltd | 2020 | 72.70P | ₹736 Cr revenue (FY25), Mosaic Wellness |
| #084 | Plush | Urban Essentials | — | 69.30P | ₹66 Cr FY25 |
| #092 | Bold Care | Bold Care | 2020 | 67.50P | ₹33 Cr FY24; revenue up 2.4x in FY25 |
| #093 | Boldfit | Boldfit | 2017 | 66.24P | ₹305.1 Cr revenue (FY25) |
America's Most Trusted D2C Brands 2026
6 Health & Wellness brands. See the full ranking
| Rank | Brand | Owner | Founded | Score | Latest revenue (as per company filings) |
|---|---|---|---|---|---|
| #020 | GoodRx | GoodRx Holdings | 2011 | 79.84P | $796.9M revenue, FY2025 ($796,853K) |
| #025 | Hims & Hers | Hims & Hers Health, Inc. | 2017 | 79.28P | $2,347.6M total revenue (FY2025, up 59%; online revenue $2,311.4M) |
| #027 | Peloton | Peloton Interactive, Inc. | 2012 | 79.20P | $2,446.0M total revenue (FY2026, year ended June 30, 2026; down 1.8%) |
| #070 | Talkspace | Universal Health Services | 2012 | 73.70P | $228.9M revenue (FY2025, up 22%) |
| #080 | BetterHelp | Teladoc Health | 2013 | 72.12P | $950.4M BetterHelp segment revenue (FY2025, down 9%) |
| #088 | LifeMD | LifeMD Inc. | 1994 | 69.10P | $194.1M revenue, FY2025 (up 25%; WorkSimpli sold and counted as discontinued) |
Australia & New Zealand's Most Trusted D2C Brands 2026
2 Health & Wellness brands. See the full ranking
| Rank | Brand | Owner | Founded | Score | Latest revenue (as per company filings) |
|---|---|---|---|---|---|
| #079 | Viva Leisure | Viva Leisure Ltd | 2004 | 71.36P | A$237.1M revenue (FY2026, year ended 30 Jun 2026) |
| #092 | Forest Super Foods | Private, founder-led | 2012 | 67.32P | A$9.1M revenue (FY2026) |
Questions people ask
- What is the most trusted D2C health and wellness brand in 2026?
- MuscleBlaze, with a WCRC D2C Trust Score of 79.88. It ranks #16 in India's Most Trusted D2C Brands 2026.
- What is the most trusted American D2C wellness brand?
- GoodRx, with a score of 79.84 (#20 in America's Most Trusted D2C Brands 2026), just 0.04 points behind MuscleBlaze.
- What is the most trusted D2C wellness brand in Australia and New Zealand?
- Viva Leisure, with a score of 71.36 (#79 in Australia & New Zealand's Most Trusted D2C Brands 2026).
- How many health and wellness brands are in WCRC's 2026 Most Trusted D2C rankings?
- 17: nine in India's ranking, six in America's and two in Australia & New Zealand's.
- Which wellness brand grew fastest?
- Hims & Hers, whose revenue rose 59% to $2,347.6M in FY2025, as per company filings.
Methodology in brief
This analysis groups every brand from WCRC's Most Trusted D2C Brands rankings of 2026 into newsroom industries and compares them on the scores, ranks and facts published in those rankings. The WCRC D2C Trust Score rates each brand from 0 to 100 across seven pillars led by Consumer Trust and Sentiment, Brand Recall, Brand Positioning and Brand Love. The detailed methodology is available on request.
About WCRC. WCRC (World Centre for Research and Consulting) is an independent research and consulting organisation. It publishes brand rankings including the World's Most Powerful 100 Brands, regional and national Most Powerful 100 Brands rankings, and national Most Trusted D2C Brands rankings, through its sites wcrcint.com, wcrcleaders.com and mostvaluablebrands.com. The WCRC Intelligence Unit publishes research briefings and industry analysis.
© 2026 World Centre for Research and Consulting (WCRC). This article may be quoted with attribution to WCRC and a link to this page.