Self-care has exploded in popularity over the past few years, thanks in large part to social media influencers who promote everything from mindfulness and meditation to luxury skincare, bath rituals, and high-end wellness products. While self-care is essential for mental and physical well-being, a pressing question arises: Are self-care influencers helping people lead healthier, happier lives, or are they just marketing products under the guise of wellness?
Are they authentic gurus guiding us toward better self-care, or are they merely peddlers of consumerism, making self-care feel like something you have to buy instead of something you can simply practice? Let’s break it down.
The Rise of the Self-Care Influencer
Social media platforms like Instagram, TikTok, and YouTube have given birth to a new wave of influencers who dedicate their content to promoting self-care, wellness, and mental health awareness.
A scroll through your feed will reveal:
🌿 Morning routines featuring matcha lattes, gratitude journals, and yoga sessions.
🛁 Nighttime rituals filled with luxurious bath oils, silk pyjamas, and organic face masks.
💆♀️ Self-care Sundays that revolve around spa treatments, high-end candles, and wellness retreats .
The good side? These influencers normalise self-care, helping people prioritise rest, mindfulness, and healthy habits.
The bad side? They often equate self-care with buying expensive products, making it feel like a luxury rather than a basic necessity.
When Self-Care Becomes Consumerism
While self-care is crucial for well-being, marketers have hijacked the movement, turning it into a multi-billion-dollar industry. Instead of focusing on simple, effective self-care practices, many influencers push:
💰 £80 face masks that promise "instant relaxation."
💰 Designer yoga mats because a basic one won’t "align your energy."
💰 Luxury candles and bath salts that are "essential" for self-care.
This sends a misleading message: Self-care requires spending money.
But here’s the truth—you don’t need expensive products to take care of yourself.
Real self-care isn’t about what you buy—it’s about what you do.
Authentic Self-Care vs. Marketed Self-Care
Not all self-care influencers are bad, and not all promoted products are useless. Some genuinely share valuable self-care tips that don’t require a big budget. The key is to separate authentic self-care from consumer-driven self-care.
✅ Authentic Self-Care Includes:
✔ Getting enough sleep (free)
✔ Practising gratitude (free)
✔ Going for a walk in nature (free)
✔ Drinking water and staying hydrated (free)
✔ Setting boundaries to protect your energy (free)
✔ Engaging in journaling or meditation (free)
❌ Consumer-Driven Self-Care Includes:
🚫 Buying expensive skincare products you don’t need.
🚫 Feeling pressured to wear trendy wellness brands.
🚫 Spending hundreds on wellness retreats just to "reset."
🚫 Thinking self-care requires luxury spa treatments.
The real danger? When self-care becomes exclusive, only accessible to those who can afford it. Everyone deserves self-care, not just those with money.
Are Self-Care Influencers Helping or Hurting?
So, are self-care influencers genuine wellness advocates or just modern-day salespeople? The answer depends on who you follow.
The Good Ones:
✔ Promote mental health awareness.
✔ Share realistic, budget-friendly self-care tips.
✔ Encourage habit-based self-care instead of product-based self-care.
The Not-So-Good Ones:
❌ Constantly push sponsored products under the "self-care" label.
❌ Make self-care seem like a luxury rather than a necessity.
❌ Create pressure to keep up with expensive trends.
If an influencer makes you feel like you need to buy something to "take care of yourself," it’s time to unfollow and find someone who focuses on real, accessible self-care.
How to Practice Self-Care Without Falling for Consumerism
Want to embrace self-care without emptying your wallet? Here’s how:
1. Focus on Self-Care Practices, Not Products
Real self-care isn’t in a bottle of face serum—it’s in your daily habits.
- Instead of buying a £50 gratitude journal, grab a notebook you already own and start writing.
- Instead of purchasing expensive bath oils, take a hot shower and breathe deeply.
2. Be Mindful of Who You Follow
If an influencer’s content makes you feel like you’re not doing enough, or you need to buy more to "truly" care for yourself, it’s time to hit unfollow.
Instead, follow influencers who:
✔ Share free or low-cost self-care ideas.
✔ Promote mental health and wellness over materialism.
✔ Make you feel empowered, not pressured.
3. Define What Self-Care Means for YOU
Self-care looks different for everyone. For some, it’s exercise and healthy eating. For others, it’s watching a favourite show or taking a nap.
Create a self-care routine that fits your lifestyle and budget.
4. Remember: Self-Care is a Right, Not a Luxury
You don’t have to spend money to take care of yourself. Self-care is a basic human necessity, not an indulgence.
💡 Reminder: The most powerful self-care acts are completely FREE—sleeping, resting, saying no, taking breaks, and protecting your peace.
Should You Trust Self-Care Influencers?
The answer isn’t black and white. Some self-care influencers are authentic and share valuable, practical advice. Others, however, use the self-care movement to sell overpriced products.
Next time you see an influencer pushing a luxury self-care item, ask yourself:
👉 Do I really need this?
👉 Can I practice self-care without buying this?
👉 Is this adding value to my life, or just to their paycheck?
True self-care isn’t about what you own—it’s about how you take care of yourself, mentally and physically.
So, before you swipe your credit card for that £100 crystal-infused body oil, remember: the best self-care practices are completely free. 💆♀️✨