In 2025, Amy Amla Kartar and colleagues from the Colasanti Lab at Brighton and Sussex Medical School in the UK studied how high-ventilation breathwork (HVB) with music affects the brain and emotions. They tested 42 participants during 20-30 minute sessions of cyclic breathing, followed by questionnaires on altered states of consciousness (ASCs) and scans for blood flow changes.

In 2025, EMJ published a piece by Marc Beuttler analyzing pharmaceutical companies' role in wellness misinformation. It reviewed industry tactics, like funding influencers and pushing unproven supplements via social media, often bypassing strict regulations. Data showed $4.4 trillion in global wellness market spending, with pharma exploiting gaps in oversight.