Are you stressed? Many of us are—which is why helping Americans destress is a lucrative opportunity for entrepreneurs. Well+Good reports that one of the newest “self-soothing” trends taking TikTok by storm is “cozymaxxing. You may even be a cozymaxxer yourself. Well+Good describes it this way: At the end of the day, do you come home, “change into your comfiest clothes, light a candle, and curl up with a good book or your favorite [TV] show? That’s cozymaxxing.
Brooke Schwartz, LCSW, a licensed clinical social worker and psychotherapist, told Well+Good that cozymaxxing “involves using your senses to heighten your physical and emotional comfort, so much so that you start to embody a sense of coziness.”
And licensed professional counselor Amanda White, LPC, owner of the Therapy for Women Center, told them, “Cozymaxxing is such a cool trend because it represents a mindful rebellion against hustle culture and a return to intentional comfort-seeking.”
Well+Good reports, “A quick glance at the ‘cozymaxxing’ tag on TikTok shows people wrapped in fluffy blankets, dimming their lights, lighting candles, watching their favorite TV shows while cookies bake in the oven—the list goes on.”
Of course, there are no rules to cozymaxxing. It’s all about what makes people comfortable and calm. Feeling cozy can give people a sense of control over their environment, reduce stress, and improve sleep.
There are no age limitations, either. Well+Good cites a study published in Infant Behavior and Development showing that babies who had a consistent bedtime routine involving things like a bath, massage, or quiet activities had fewer sleep disturbances than infants who didn’t.
If this all sounds a bit familiar, cozymaxxing sounds a lot like “hygge,” which I first wrote about in 2017. Hygge is a Danish word that is all about creating a cozy environment. The hygge phase ushered in a demand for Scandinavian design that still exists today. It also created consumer demand for home goods, including pillows, candles, throws, furniture, and other home décor merchandise.
Well+Good advises consumers who want to try cozymaxxing to:
- Replace overhead lighting with table lamps, string lights, candles, etc.
- Light incense.
- Use soft throws and plush pillows.
- Buy candles and essential oils with calming scents like lavender, vanilla, or cedarwood.
- Take soothing baths using bath salts.
- Try stretching and yoga for exercise.
- At night, drink beverages like tea or probiotic soda.
- Eat comfort food.
- Start journaling.
- Try new hobbies like painting, crocheting, or knitting.
That’s a lot of products that are, and will continue to be in demand. Can you add any to your current inventory?
In fact, Forbes recently reported that the global stationery market is expected to hit $213.7 billion by 2034, up from $147.5 billion last year. Sales are fueled by millennials and Gen Z buying bullet journals, planners, erasable gel pens, high-quality fountain pens, and leather-bound and artisanal notebooks.
Rieva Lesonsky is President of Small Business Currents, LLC, a content company focusing on small businesses and entrepreneurship. While you can still find her on Twitter @Rieva, you can also reach her @Rieva.bsky.social and LinkedIn. Or email her at Rieva@SmallBusinessCurrents.com.
Photo by Clay Banks on Unsplash
