Why community is the new celebrity when it comes to brand endorsements

In the UK wellness space, celebrity brand endorsements are no longer a shortcut to credibility. They’re often a red flag. Once seen as the ‘gold standard’ of authority, brand endorsements fronted by celebrities can just as easily signal distance, and even inauthenticity.

In this blog, we will explore:

• Why UK wellness consumers are increasingly sceptical of traditional celebrity‑fronted campaigns.

• The shift toward real‑world credibility and what it means for brand trust.

• How rising concerns around AI and deepfakes are accelerating demand for authenticity.

• Why community‑led advocacy is becoming a more sustainable alternative to big‑budget endorsements.

• What wellness brands must prioritise now to build long‑term relevance and loyalty.

The shift that health & wellness brands can’t ignore

As access to health information grows, so does scrutiny. 

UK consumers are more informed, and therefore more sceptical, than ever before. The rise of AI has only accelerated that concern, with 70% of social media users worried about deepfakes.

Authenticity is no longer a brand value, it’s a commercial driver. 75% of shoppers are more likely to spend with brands they perceive as authentic, while 65% would switch if they felt that authenticity was lacking. 

For health and wellness brands, where trust directly impacts purchase, that shift matters. 

In response, we are seeing a change in how brands shape an authentic shopping journey, starting with their PR strategies, by showcasing real people in real scenarios. 

Are celebrity endorsements losing impact?  

Celebrities frequently partner with a range of wellness brands & categories – from Coleen Rooney for Applied Nutrition to Dame Kelly Holmes for Solgar and Romesh Ranganathan for CALM. Most recently, Joe Marler was appointed as the latest ambassador for collagen brand Ancient & Brave following a stint on Celebrity Traitors, taking a humorous and unfiltered approach to wellness.  

When partnerships are rooted in genuine alignment, they can still be powerful. 

However, issue arises when endorsements feel transactional, particularly when a celebrity appears across multiple, competing wellness categories. In a market already navigating strict health claim regulation and ASA scrutiny, that lack of consistency can erode trust quickly. 

Outside of brand perception and overexposure, celebrity partnerships are also becoming more unachievable for brands to secure. Due to rising budgets and exclusivity agreements, the cost vs. return cannot always be justified.  

Community-led PR as a response

Community-led PR shifts the focus from reach to relevance. 

Instead of borrowing credibility from one individual, brands are taking the time to genuinely look into and understand their audiences, building trust organically through practitioners, founders, early adopters and loyal customers. 

Activewear brands like Lululemon have taken a “think globally, act locally” approach. By partnering with yoga instructors, running group leaders and fitness communities based around their store locations, the brand embeds itself in local networks. These ambassadors are not just promotional tools, they are credible connectors between brand and audience. 

Prioritising capturing genuine passion and enthusiasm for a brand, rather than reach and following, builds higher trust and more appeal among potential customers. 

Likewise, celebrity partnerships often require significant budgets and exclusivity agreements, putting them out of reach for smaller and scaling brands. Community partnerships, by contrast, allow brands to diversify advocacy across multiple credible voices, often at a lower cost and with longer-term impact. The result is not just awareness, but sustained trust and customer retention. 

Ultimately, community-led PR supports growth, and, for wellness brands, trust is the new currency. While celebrity brand endorsements may still create spikes of attention, community-led PR builds foundations. 

And for brands playing the long game, foundations win. 

More from us

At PHA, we help wellness brands cut through a crowded market by building credibility, trust and meaningful connection with the audiences that matter. From global leaders in wellness technology to innovative start‑ups, we partner with businesses shaping the future of performance, recovery, nutrition and mental wellbeing.