As matcha continues dominating social feeds, cafés, and wellness shopping carts, beauty and wellbeing experts on the Fresha app are warning that most people still don’t understand what makes it different — or why it’s suddenly everywhere.
Matcha, a finely milled green tea powder traditionally used in Japanese tea ceremonies, has surged into mainstream culture with more than 3 billion TikTok views, major café chains adding dedicated menus, and Google searches for “matcha benefits” rising month-on-month.
But while most people know matcha is “healthy”, Wellbeing expert JL Watson on Fresha, the world’s leading beauty and wellness booking platform, reveals the under-reported reasons behind its rise — and the benefits consumers rarely hear about.
Why Matcha Is Trending Right Now
It’s the caffeine that doesn’t spike you.
Matcha contains L-theanine, which slows caffeine absorption. Instead of the sharp coffee peak-and-crash, you get 4–6 hours of smoother focus. That’s why creators call it the “study drink”.
It taps into the ‘clean energy’ trend.
Consumers are ditching energy drinks and harsh pre-workouts. Matcha’s steadier energy profile fits perfectly with the shift towards non-jittery productivity boosters.
It photographs well — and TikTok did the rest.
The bright green colourway has become a visual aesthetic. Beauty and wellness influencers turned the drink into a status symbol for “that girl wellness”.
Coffee fatigue is real.
Many people report stomach sensitivity, anxiety spikes, or sleep issues from coffee. Matcha positions itself as the gentler alternative — a modern ritual replacing the morning latte.
Lesser-Known Things Matcha Is Actually Good For
Experts say matcha’s benefits go far beyond its reputation as a mood booster:
Matcha quiets down inflammation, which is why your skin looks better.
EGCG, a powerful antioxidant, calms redness, reduces oxidative stress, and supports repair. Many facialists recommend swapping one daily coffee for matcha when clients are dealing with breakouts or dullness.
It can improve attention span, not just energy levels.
The L-theanine–caffeine combination increases alpha brain waves — the same state associated with meditation. It’s one of the few natural ingredients clinically tested for sustained concentration.
It affects blood sugar more than people realise.
Studies show matcha slows glucose release after meals, which helps stabilise cravings and supports more consistent energy throughout the day.
It may support fitness recovery.
Matcha’s catechins help reduce exercise-induced inflammation. Trainers often recommend it to clients who experience muscle stiffness after high-intensity sessions.
It’s a natural deodoriser — internally.
Chlorophyll helps neutralise odour-causing compounds. This is why some nutritionists suggest matcha before travel, outdoor events, or long working days.
It helps your body cope with stress.
L-theanine encourages GABA production — the neurotransmitter linked with calmness. That’s why people feel less wired than they do with coffee.
The Risks People Don’t Talk About
To keep the release balanced — and more quotable for journalists:
Matcha late in the day will still disrupt sleep.
“Gentle caffeine” isn’t “no caffeine”. Many people unknowingly consume double-shot equivalents because matcha strength varies wildly by café.
Not all matcha is created equal.
Ceremonial grade has different antioxidant levels than the cheaper “culinary grade” often used in lattes.
Some powders are high in added sugar.
Sweetened matcha mixes can contain the same amount of sugar as fizzy drinks.
Wellbeing expert JL Watson on the Fresha app says:
“Matcha’s rise isn’t accidental — it reflects a real shift in how people want to feel throughout the day. They’re looking for calm energy, stable focus, and ingredients that support their skin, mood, and stress levels without the crash. Matcha happens to tick all of those boxes, but most people don’t realise its deeper benefits go far beyond a photogenic green latte.”
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