The self-care scaries.

A reprise of a reflection on the trend of extreme self-care in America.

With the trends of shopping hauls, skincare, and “that girl” morning routines, the era of “self-care” is in full swing.¹ Open up Instagram Reels, Tiktok or Youtube Shorts, and you’re eventually bound to see bite-sized videos of elaborate morning routines, “restocking” (…of what?) and “runnings errands” (…to Starbucks and Target) from a variety of creators with suspiciously similar content. In spite of the video categories that are *technically* different, what do these videos have in common?

Vc: olaffleeevlogs,

These types of "self-care" videos have a modern, sleek, hyper-trendy flair. They feature a bevy of expensive products, perfect skin, model-like bodies, and drool-worthy interior decor. However, the trend and the conversation of "self-care" has been around long before the age of the internet. Studies published as early as 1995 have been diving into the effects of consumerism on self-esteem and body image. Since the dawn of the influencer, however, the consequences of the toxic types of "self-care" and consumerism have only been magnified.

Social media's tightening grip on our society creates numerous opportunities for content creators and brands alike. As new products come out, companies mail PR packages to many types of content creators, who then review the products either free of charge or with a monetary incentive from the company. The persuasive power that these influencers wield over their audiences is astounding and well-studied.

Creators' audiences are then mobilized—credit cards out and ready—to pounce on online discount codes, exclusive launches, and more, incorporating the favorites of their most-loved creators into their own lives. With countless business opportunities and "influence" (literally) that companies and corporations have (via both creators and content) comes increasing pressure to perform, and to perform perfectly. In the realm of self-care, that means crafting the perfect morning routine, showcasing the most expensive, flashy shopping or Sephora hauls, and extensive skincare routines that put spas to shame.

This is not to say that there's anything inherently bad about extensive skincare and shopping. In fact, the little treats you incorporate into your life that bring added joy can be a great thing—not to mention that this type of content is oddly fun to watch! However, what's especially concerning about the "self-care" trend to me is the self-comparison to both content creators and peers, overconsumption, self-obsession, and the neglect of actual self-care.

On the "Self-Care" trend's influence on self-esteem and consumerism:

It's easy to blame the content creators themselves, or the parents of the nightmarish-sounding "Sephora teenagers" (an article for another time…), but I believe the onus lies directly on corporations. They purposefully push unbridled consumerism as the norm onto impressionable teens, young adults, and social media users in general. The problematic "self-care" video trend leads teenagers (as well as many adults, and even children?!) to be hyper-focused on products as status symbols and pushes the necessity of wealth to be cool and on trend. Though I could definitely expand on the negative impacts this content has on self-esteem, I feel like that would warrant a whole other article to adequately address it.

Studies note that in American society, social media "intensity" can spawn obsessive materialism (via overspending), especially given how quickly trending products cycle in and out of "coolness." What's a prime example of this, you may ask? To that, I answer: the water bottle obsession.

Most people are perfectly capable of drinking from a fountain. Heck, lack of water sources aside, there really isn't a practical reason in most settings to lug around a giant water bottle everywhere you go; however, people do it anyway. There's even a detailed article that gives an overview of the history of which water bottles were "in" over the years.

Though hydration is (I think) an important part of basic self-care, the water bottle has evolved from something of pure necessity to a status symbol. As of today, the water bottle craze is so great that people are willing to get into physical fights just to get a Stanley Cup—the latest trending water bottle. Perhaps the most ironic facet of the Stanley Cup's rise to fame is that it was originally designed for construction workers, before an influencer sponsored the cup.

Despite the hefty price tag of around $50 for a water bottle—and recent findings of LEAD IN THE STANLEY CUPS—the demand remains sky-high. Nevertheless, I predict that it's all but inevitable that the hundreds of dollars many spend on Stanley Cups alone will go to waste as the trend-hoppers fight over the next popular water bottle that will replace the Stanley—but consumerism and the search for status will remain. As I’m editing this in June, 2025, I'm not even sure what the next water bottle trend is anymore—nor do I care!

Why does it matter how we talk about "health" and "self-care?"

Much of what we learn in the world comes directly from other people: by word-of-mouth, social media postings, and the like. Essentially, we often learn connotation before denotation. Though the denotation of the words "health" (definition: being "sound in body, mind and spirit") and "self-care" (literally "caring for oneself") are completely unproblematic, the connotation of these words has been shaped by consumerism, corporate agendas, and vanity.

The soft power that content creators—and thus, corporations—wield over impressionable people is immense. "Health" and "self-care" connote whatever will deliver more sales (ahem, revenue) to the companies producing these products. As long as the colloquial definition is geared towards consumerism and vanity, rather than truly nurturing yourself, the issues I've outlined above will continue to persist.

The optimist in me is tempted to write that it's solely in our hands to rewrite the definition of what it means to be healthy and to take care of yourself. Realistically, this will be impossible on a larger scale in the absence of systemic change in the way corporations market to consumers. I doubt the necessary change will ever come. That being said, what we can do is lead by example, in the hopes that we'll impact those closest to us—our family, our friends, and our children—who in turn may impact others.

Lastly, there's nothing wrong with treating yourself or even splurging on unnecessary items every so often². As long as you're aware of what the purchase is actually doing for you—and you're also prioritizing the sustainable, necessary, and sometimes unsexy self-care practices—you do you.

Editor's Note: I originally wrote this article in 2024, and it's been sitting in my drafts for quite some time, so I figured I might as well publish it! The "Edit" notes within the piece reflect updates since then.

I also wanted to let you know that I’m in the process of re-vamping the blog—I’m not going to do a formal launch—but you can read more about it here! I’ll post on Sundays at 7am PST/10am EST, and aim for at least 3 posts a month.

Thank you so much for taking the time to read my work. It means a lot to me, and I’m grateful for you :) I’ll see you next week!

1. Note: look for the hyperlinks in the text to explore the content and studies that I’ve been looking at for this article! The title was inspired by one out of the LA Times, linked here.

2. Moderaaaaaation (and budgeting!! hehe)