The growing demand for frankincense in the Western wellness industry is leading to unsustainable harvesting practices that threaten the survival of Boswellia trees, particularly in Ethiopia. Once primarily used in religious ceremonies, frankincense is now marketed as a luxury product with purported health benefits, fetching high prices in beauty and wellness markets. This surge in interest has resulted in overharvesting and illegal extraction, pushing the species toward extinction, with experts warning that 90% could vanish by 2060 if trends continue. Additionally, climate change exacerbates the vulnerability of these trees, making them more susceptible to pests and diseases. Despite awareness and conservation efforts, the exploitation of frankincense resources remains a pressing issue for both the trees and the local communities that depend on them. Immediate action is needed to promote sustainable practices and protect this valuable ecosystem.