Adaptogens are herbs claimed to help body adapt to stress: ashwagandha, rhodiola, holy basil, reishi, cordyceps. Gwyneth Paltrow/Goop mainstreamed via Moon Juice powders ($60/jar). Traditional Ayurvedic/Chinese medicine practices marketed to stressed millennials. Some research supports ashwagandha for cortisol; broader claims lack robust evidence. Wellness brands (Four Sigmatic, Sun Potion) built empires.
Sources: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3252722/
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