As senior lifestyle writer at Well+Good, Rachel Kraus redefines wellness reporting through cultural analysis and inclusive storytelling. Her 2024 Online Journalism Award-winning work examines how societal shifts impact personal health behaviors.
Recent Recognition:
"Kraus' work represents the gold standard in modern wellness journalism" - 2024 American Society of Journal Editors Report
We've followed Rachel Kraus's trajectory as she redefined wellness journalism through a lens of cultural accountability and human-centered storytelling. Her work consistently bridges the gap between personal well-being and societal shifts, making her one of the most insightful voices in modern health media.
Kraus began her career at Vice's music desk before pivoting to tech reporting at Mashable, where she developed her signature approach of analyzing health trends through digital culture. This foundation prepared her for her current role as senior lifestyle writer at Well+Good, where she's published 150+ articles since 2021 exploring the psychological and societal dimensions of wellness.
This groundbreaking profile transformed public conversation about menopause by framing hormonal changes as a gateway to personal empowerment rather than medical pathology. Kraus spent three months interviewing Berry and medical experts, creating a 4,200-word narrative that trended globally for 72 hours. The article's success demonstrated how celebrity health stories could drive substantive dialogue when anchored in rigorous research.
Kraus deconstructed the $11B morning routine industry by testing 37 products while consulting neuroscientists and behavioral economists. Her methodology included wearable tech data tracking cortisol levels across different routines. The piece became Well+Good's most-shared article of 2023, proving audiences crave evidence-based approaches to wellness trends.
This cultural critique disguised as a service piece analyzed how HBO's The White Lotus reflects our obsession with expensive wellness escapes. Kraus profiled affordable alternatives while interviewing sociologists about class dynamics in self-care access. The LA Times piece sparked industry conversations about equitable wellness marketing.
Kraus prioritizes stories examining how societal changes impact wellness behaviors. A successful pitch might explore how remote work reshapes exercise patterns, using data from ergonomic startups and physical therapists. Her recent analysis of TikTok's "bed rotting" trend demonstrated this approach, blending Gen Z psychology with labor statistics.
Her work consistently amplifies perspectives from menopausal women, disabled communities, and cultural groups excluded from mainstream health discourse. PR professionals should highlight experts from these demographics when pitching. Kraus' award-winning series on Medicaid-covered wellness programs exemplifies this commitment.
With her tech reporting background, Kraus excels at analyzing digital health tools' societal impacts. Pitches should explore both benefits and ethical concerns - like her viral investigation into AI therapy bots' privacy issues. Include data from UX researchers and mental health professionals for optimal relevance.
Kraus won this prestigious award for her 18-month investigation into corporate mindfulness programs, beating entries from The New York Times and ProPublica. The jury praised her "innovative blending of business analysis and mental health reporting."
As co-host of Well+Good's The Hard Reset, Kraus helped create the first wellness podcast to win in this category. The show's unique format combines documentary storytelling with practical self-care strategies.
At PressContact, we aim to help you discover the most relevant journalists for your PR efforts. If you're looking to pitch to more journalists who write on Wellness, here are some other real estate journalist profiles you may find relevant:
