The other day, I was aimlessly scrolling through Instagram, as I usually do, when I suddenly realized that my Explore page had basically turned into an endless collection of picture-perfect matcha lattes and fit girls doing Pilates, captioned “In my self-care era” or “My wellness morning routine, what’s yours?”
Enter The Self-Care Show
That’s when it hit me: how commercialized self-care and wellness have become! I mean, don’t get me wrong, I have nothing against matcha or Pilates—in fact, I’m a devout practitioner of the latter. Although, to be fair, I’ll take a flat white over a frothy green drink that tastes like grass any day of the week. But, hear me out: when did self-care become a show? It’s no longer about what you need to feel good, but about what makes for the perfect photo. The curated lifestyle. The Instagrammable self-care moment.
Remember When Self-Care Was Real?
I remember a time when self-care was personal and simple, like listening to your favorite song on repeat, getting lost in a book, taking a stroll around your neighborhood, or calling a friend who always knows just what to say. It was a quiet, unassuming kind of thing—something you did for yourself, by yourself, without feeling the need to broadcast it to the world. It’s these small, intimate acts that fill your cup, not because they’re trendy, but because they’re true to who you are.
Wellness Glow-Up or Marketing Glow-Down?
But that was before self-care got a makeover—before it was hijacked by marketers who’ve turned it into performance art, before it became an industry dripping in Korean face masks, Stanley water bottles, and, of course, the ever-present matcha latte. In fact, did you know the global market for matcha-based products is worth around $4.24 billion and is predicted to grow around 53% by 2029, according to the Business Research Company, a consultancy? Or that Blank Street, a coffee-shop chain, claims it sells some form of the green-tea-based drink “every four seconds” from its 80-odd shops in Britain and the U.S.?
The Illusion of Perfection
It’s no longer about what makes you feel good but about what looks good to everyone else. It's as if we've all signed up for some unspoken competition to see who can be the most relaxed and rejuvenated in the most photogenic way possible. It’s exhausting, isn’t it? The idea that, to be truly caring for yourself, you need to have the right tools, the right setting, and the right aesthetic. Self-care has become a full-blown production with props, lighting, and an audience of followers waiting for your next post.
Spoiler Alert: Self-Care is Not Always Insta-worthy, if Ever!
But the thing is, self-care isn’t about perfection. It’s about imperfection. It’s messy and personal and, more often than not, doesn’t involve a single oat-milk-infused beverage. (By the way, oat milk is not a healthy alternative to real milk—it’s basically a cup of starch, which is really bad for your blood glucose levels, according to the Glucose Goddess.)
True self-care isn’t about buying into a lifestyle. It’s about buying into yourself—what you need, what makes you happy, what helps you breathe a little easier. True self-care is sometimes about pushing ourselves to do hard things and keeping our promises to ourselves. It might be about knowing when to say “no” or when to walk away from a toxic relationship. It’s about pursuing your dreams and betting on your true potential—applying for that job or waking up an hour earlier to journal. It might be as mundane as cleaning out your junk drawer or as indulgent as ordering takeout from that restaurant you love but never go to because the parking is terrible.
Self, Self, Self … Have We Become Too Selfish?
And another thing that crosses my mind is that with all this self-care propaganda, have we become overly self-indulgent and self-centered? Where does community care come into this picture? It’s important to remember that sometimes, the best way to care for ourselves is to care for others. True wellness isn’t just about the self—it’s about the community and the connections that nourish us all.
Let’s Keep It Real!
Let’s reclaim self-care from the clutches of commercialization. It doesn’t have to be about picture-perfect moments or trendy routines. It’s about what genuinely nourishes you—what brings you peace, joy, and strength. Whether it’s an afternoon nap, a heartfelt conversation, or simply saying no to the things that don’t serve you, self-care should be about authenticity and balance. Let’s shift the focus from curated perfection back to personal, meaningful care—for ourselves and for our communities.