A shift is taking place in the beauty, health and wellness space. Many consumers no longer view them as separate categories and departments. Beauty, health and wellness have converged into one industry, says Mitchell Collens of AlixPartners. Take vitamins. They are now being marketed not only for physical well-being, but also for appearance. Likewise, consumers view skincare products as a key contributor to their wellness routines. Collens explains the concept of health and wellness from the “outside in” -- and beauty from the “inside out.”