Every winter, as the days grow shorter and the temperatures dip, a familiar surge of wellness trends sweeps across social media feeds and supermarket shelves. From cold plunges in icy lakes to sipping on kombucha, and now, even facial injections made from fish sperm, the quest for the ultimate winter health boost seems boundless. But do these modern rituals truly deliver on their promises, or are they just the latest in a long line of fleeting fads?
Take cold water swimming, for instance, which has become almost a badge of honor in wellness circles. According to BBC News, the number of enthusiasts braving frigid waters each winter has soared, with many swearing by its supposed immune-boosting powers. Immunologist Professor Eleanor Riley, speaking to BBC Radio 4's Inside Health podcast, acknowledged the post-swim “high” is very real—thanks to a rush of adrenaline and endorphins. "If you take a blood sample before and after a cold swim, white blood cell levels do rise," she explained. "But that's because the body thinks an infection might be coming, so cells move into the bloodstream. Within hours the levels go back to normal so your body hasn't created any more white blood cells."
What does this mean for winter wellness seekers? The boost is fleeting—lasting only a few hours. Yet, Professor Riley highlighted another benefit: the social connection formed by swimming in groups, which can make people feel “brighter, more alert and more connected.” Professor John Tregoning, a vaccine immunologist, told BBC that these indirect benefits, largely tied to stress reduction, are what really make people feel better. "It reduces stress because you're outdoors with nice people in nice places. But you could get the same from dancing, singing or going for a run." Being in nature also helps lower blood pressure and stress hormones, both of which can influence immune responses.
But not all winter wellness trends involve bracing physical feats. The popularity of fermented drinks like kombucha has ballooned, with many believing these beverages can supercharge the microbiome and, by extension, the immune system. Yet, GP Dr. Margaret McCartney remains skeptical. "There are lots of theories about why a diverse microbiome is good, but we don't have strong enough real-world evidence to recommend kombucha to patients," she noted to the BBC. Professor Tregoning pointed out that while the microbiome does change during infections, it usually reverts back to its previous state. Thus, the link between kombucha and immune health remains more hopeful than proven.
Supplements, too, come under scrutiny. Vitamin C has long been a winter staple, but Dr. McCartney says the evidence just doesn't stack up. "Multi-vitamins do very little beyond giving you 'expensive urine'," she quipped. Vitamin D stands out slightly, with “theoretical evidence of a small decrease in respiratory infections,” but its benefits are mostly limited to those with deficiencies or pre-existing respiratory conditions. Professor Tregoning added that simply getting outdoors in winter sunlight can help maintain vitamin D levels.
When it comes to fending off colds and flu, the experts are unanimous: only vaccination provides a proven immune boost. Professor Riley recommends the flu jab, which takes about a week to become effective. While wellness shots, turmeric drinks, and fancy nasal sprays might be trendy, Dr. McCartney says they offer no real benefit. "A nasal spray can help with a blocked nose but all you need is a simple saline spray which is just salt and water," Professor Tregoning advised. The key to supporting your immune system, they agree, lies in classic good habits: avoid smoking, maintain a healthy weight, establish a regular sleep routine, reduce stress, stay in well-ventilated spaces, and wash your hands properly.
If icy dips and kombucha aren’t quite your style, perhaps the latest skincare craze will raise an eyebrow—or at least smooth it. In a trend that sounds more science fiction than spa day, facial injections made from polynucleotides extracted from trout or salmon sperm are making waves in the beauty industry. According to BBC News, these treatments, sometimes dubbed “salmon sperm facials,” have gained traction thanks in part to celebrity endorsements from Charli XCX and the Kardashian sisters. The procedure involves injecting tiny fragments of fish DNA, which are hoped to stimulate the body’s own production of collagen and elastin—proteins that keep skin firm and youthful.
Abby Warnes, a 29-year-old patient at a Manchester clinic, described her motivation: "I just want to target those problem areas." She hoped the treatment would freshen her skin and reduce acne scarring and redness. Suzanne Mansfield of Dermafocus likened the trend to a “Benjamin Button moment,” referring to the fictional character who ages in reverse. While such dramatic results are unlikely, a growing (if still limited) body of research suggests polynucleotide injections can improve skin health, reduce fine lines, and diminish scars.
But these benefits come at a steep price. A single session can cost between £200 and £500, with a recommended course of three treatments and maintenance every six to nine months. Helena Dunk, an aesthetic nurse and clinic owner, told the BBC that while “half my clients really notice a huge difference,” others see only modest changes. Most report tighter, fresher skin, but the results aren’t guaranteed.
The risks, however, are real. Redness, swelling, and bruising are common side effects, but more serious issues like allergic reactions, pigmentation changes, and infections have been reported. Charlotte Bickley, a New Yorker who tried the treatment before her wedding, experienced a severe skin infection and lasting scarring. "I got the complete opposite of what I wanted," she said. "I would never have salmon DNA injected into my face again, ever."
Despite their growing popularity—especially over the past 18 months—polynucleotide injections remain in a regulatory gray zone. They are registered as medical devices in the UK but are not regulated as medicines and lack approval from the U.S. Food and Drug Administration. Ashton Collins, director of Save Face, warned the BBC that untested products are entering the market, raising safety concerns. Dr. Sophie Shotter, president of the British College of Aesthetic Medicine, acknowledged that while she offers polynucleotides to some clients, “there are plenty of other treatments out there that can do similar, and have more data behind them.”
So, what should consumers make of these winter wellness trends? Experts urge caution, emphasizing that robust, long-term studies are needed to confirm the safety and efficacy of many popular treatments. For now, the best advice remains simple: stick to proven measures like vaccination, healthy habits, and a dose of skepticism when new trends promise miracles. After all, when it comes to health and beauty, sometimes the oldest wisdom—eat well, move often, rest enough—remains the most reliable.
