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Is Self-Care Just Marketing? The Truth Behind Beauty and Mental Health

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In today’s world, self-care feels like both a necessity and a trend. One minute, you’re watching a video about setting boundaries and prioritizing your mental health; the next, you’re being sold a rose quartz face roller, a $50 candle, and a “detox” bath soak. It’s hard not to wonder, is self-care just a marketing scheme wrapped in pastel colors and wellness buzzwords? Or is there something real beneath the skincare masks and yoga poses?

 

Let’s unpack the truth behind the self-care industry, how beauty gets tangled with mental health, and where the line lies between genuine care and clever branding.

 

The Rise of Self-Care Culture

 

Self-care didn’t start with beauty brands or Instagram influencers. Its roots trace back to medical and psychological practices where patients, especially those dealing with chronic illnesses or mental health struggles, were encouraged to take small, manageable steps to support their well-being.

 

But in the last decade, the concept exploded into mainstream culture. Thanks to social media, the term “self-care” is now plastered on everything from luxury skincare kits to guided journaling apps. It’s become a lifestyle, a hashtag, and a billion-dollar industry.

 

And here’s the twist: while some of it is absolutely beneficial, a lot of it is also branding.

 

self-care setup

What is painted Self-Care

Beauty Products in the Name of Mental Health

 

We’ve all seen it. A brand drops a new face mask and calls it a “mental reset.” A beauty influencer shares her “healing” skincare routine as a way to deal with anxiety. And while there’s nothing wrong with indulging in a nighttime ritual, the problem starts when beauty products are sold as mental health solutions.

 

Using a body scrub or serum can feel good. It can be soothing, calming, and a part of how you unwind. But it’s not therapy. It’s not a substitute for sleep, real emotional processing, or reaching out for help when you need it.

 

And yet, more and more products are blurring that line, offering a bubble bath when what someone might truly need is a therapist, medication, or meaningful connection.

 

self-care setup

Self-care ‘looks like’

The Problem With Commodifying Self-Care 

 

When self-care becomes something you have to buy, it becomes less accessible and more performative.

 

Think about it. A young woman scrolling through TikTok sees countless creators sharing “self-care hauls” filled with expensive items. She starts to believe that unless she has the right candle, the right skincare fridge, the right aesthetic journal, she’s not really taking care of herself.

 

And that’s not just unfair, it’s harmful. Because the real essence of self-care isn’t glamorous. It’s setting boundaries. It’s turning off your phone. It’s saying no, drinking water, going to therapy, going for a walk, getting some sleep, asking for help. Most of these things cost little to nothing, but they rarely make it into the curated Instagram grid.

 

self-care setup

Self-care routine

The Beauty Industry’s Smart Play

 

To be fair, the beauty industry caught onto something important: people are tired, anxious, and overstimulated. Mental health struggles are more openly talked about now than ever before. And for the first time in a long time, society is collectively trying to slow down and prioritize wellness.

 

So brands saw an opportunity, and they ran with it.

 

They swapped “anti-aging” for “self-love,” “pampering” for “healing,” and suddenly, skincare isn’t about vanity anymore, it is about vitality. But let’s not ignore that a lot of it is strategic. The language of self-care is being used because it sells.

 

And unfortunately, that can water down the deeper, more complex conversations we need to have about mental health.

 

What Real Self-Care Actually Looks Like

 

Self-care doesn’t have to be bought. It doesn’t have to be trendy. And it certainly doesn’t have to be perfect.

 

Real self-care looks different for everyone. It could mean:

 

Turning off work emails after 6pm.

 

Getting honest about your burnout.

 

Going to therapy or joining a support group.

 

Saying “no” without guilt.

 

Eating actual meals, not just coffee and snacks.

 

Moving your body in a way that feels good, not punishing.

 

Sure, a skincare ritual can be part of it. So can candles and bubble baths. But they should support your well-being, not define it.

 

self-care setup

Feeling nature is self-care

So Is Self-Care Just Marketing?

 

Partly, yes. The term has been commercialized, aestheticized, and in some cases, diluted into something unrecognizable. But at its core, self-care is still deeply important and valid.

 

The trick is learning to separate what you’re being sold from what you actually need.

 

If a product helps you feel grounded, relaxed, or joyful, go for it. But don’t let anyone convince you that healing can only happen if you can afford it. Don’t let marketing turn self-care into another source of pressure.

 

You don’t have to spend money to take care of yourself. Sometimes, the most radical act of self-care is doing what’s best for your mind and body, even if no one else sees it.

 

self-care setup

Reading is self-care

Self-care isn’t a sheet mask. It’s not a cute planner. It’s not a trend. It’s the everyday practice of showing up for yourself, whether that means resting, crying, journaling, stretching, or speaking up for what you need.

 

So the next time someone tells you to buy something in the name of self-care, pause and ask yourself:

Is this helping me feel better, or just helping someone make a sale?

 

Because when we strip away the filters and fluff, real self-care is still here. Quiet, personal, and powerful.

 

Read Also: Simple Habits That Naturally Boost Your Mind and Body

 

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Health

Lenacapavir: The $40 Breakthrough Drug Changing the Fight Against HIV

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Lenacapavir is being described as one of the most promising tools in the fight against HIV. Known by brand names such as Yeztugo (for prevention) and Sunlenca (for treatment), it belongs to a new class of HIV drugs called capsid inhibitors. Unlike current daily pills, lenacapavir is adminsited as an injection only twice a year. For South Africa, where HIV continues to affect millions, this development could be transformative.

Why Lenacapavir Matters

The HIV capsid is the protective shell around the virus. Lenacapavir works by blocking this shell’s ability to function properly at different stages of the virus’s life cycle. Because targets multiple stages of the virus’s life cycle, it remains effective against HIV strains resistant to other medicines.

Globally, lenacapavir has already been approved for people with multidrug-resistant HIV-1, but it has the potential to be better than pre-exposure prophylaxis (PrEP). In July 2025, the World Health Organization (WHO) recommended lenacapavir as a new HIV prevention option.

Clinical Results Show Positive Results 

Trials have shown extraordinary results. In one test, cisgender women who received lenacapavir had zero new HIV infections. In another trial, involving cisgender men, transgender, and gender-diverse participants, infection rates dropped by about 96% compared to background levels.

Across both trials, over 99.9 % of participants receiving lenacapavir stayed HIV negative. A large comparison also confirmed that the injection was more effective than the daily pill Truvada.

Read Also : Surprising Connection Between Viagra and Increasing Divorce Rate

South Africa’s HIV Challenge

About 7.8 million South Africans, roughly 12.7 % of the population live with HIV. Each year, more than 200,000 new infections are recorded, with young women and girls leading the way.

Daily PrEP pills come with challenges such as stigma, long clinic visits, and costs. A twice-yearly injection could remove these problems.

When Will It Arrive ?

The  government has signaled interest in rolling out lenacapavir at more than 300 public clinics between 2026 and 2028, especially in high-burden districts. Before that, it needs approval from SAHPRA (South African Health Products Regulatory Authority) and inclusion on the Essential Medicines List, which allows public procurement.

Funding is also a factor. The Global Fund has already budgeted around R513 million to help South Africa secure supplies, even before generics hit the market.

The $40 Breakthrough

In the United States, branded lenacapavir can cost up to USD 28,000 per year, which is expensive for many people. But in September 2025, a global deal was struck that will allow lenacapavir to be available for just USD 40 (about R730) per year across low and middle-income countries, starting in 2027.

This price is lower than what South Africa currently spends on daily PrEP pills, which cost about R629 per person annually . If the country is included in the deal, the cost barrier that has long slowed new HIV technologies could finally be overcome.

Challenges Ahead

Many are looking towards  SAHPRA and other policy bodies to give the greenlight for its use. Clinics will need to adapt by managing injections and tracking patients. Communities need to be educated about the injection and its benefits.

The Bottom Line

Lenacapavir offers a opportunity to reshape the global fight against HIV. With near-100% protection in trials and a plan to bring the price to $40 per year, this is a welcome development.

As HIV continues to affect millions of lives, lenacapavir could become the tool that turns the tide. The next few years are crucial as this breakthrough is expected to change millions of lives.

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Health

Surprising Connection Between Viagra and Increasing Divorce Rate

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When Viagra was introduced in 1998, it was marketed as a breakthrough drug for men struggling with erectile dysfunction. However, this drug changed how some relationships are experienced. Recent studies suggest a link between Viagra use and rising divorce rates, especially among middle-aged and older couples. Asides from helping with erectile dysfunction, it sometimes exposes cracks in marriages that were previously masked by sexual inactivity.

The Numbers Behind the Trend

Research published in the National Bureau of Economic Research shows that areas with higher access to erectile dysfunction drugs also reported slight increases in divorce filings. In the United States, divorce rates among couples over 50, sometimes called “gray divorce” have doubled since the 1990s, the same time Viagra entered the market. By 2010, about one in four divorces involved couples over 50.

South Africa also recorded similar trends. In 2022, the country recorded 20,196 divorces, up from just over 18,000 in 2021, a rise of nearly 11% in one year. Statistics South Africa reported that around 42% of divorces happened within the first nine years of marriage, and more than half involved minor children. The median age at divorce was 46 for men and 42 for women, putting many of them in the demographic most likely to use Viagra or similar drugs.

Read Also : Living with PCOS? Here’s What Every Woman Should Know

Personal Stories and Perspectives

From my perspective, I can understand how such a shift might happen. Imagine a marriage where intimacy had been absent for years. Both partners may have adjusted, finding comfort in companionship rather than passion. For many couples, it strengthens the bond of a relationship. For others, it causes loss of attraction and unresolved resentment.

A man in his late 60s once said Viagra “gave him back his youth,” and also made him realize how unhappy he was in his marriage. A divorce eventually happened after 35 years, not because of the pill alone, but because his feelings had been suppressed. Conversely, there are couples who thank Viagra for saving their marriage.

Viagra is More Than a Blue Pill

Viagra’s interlink to divorce shows how health, intimacy, and emotional bonds are connected. If trust, communication, and emotional closeness are missing, a restored sex life may not fix the cracks. In fact, it can widen them.

South Africa’s divorce figures add another layer to the discussion. Many couples are thinking of parting ways in their 40s and 50s, and Viagra is acting as a catalyst. It doesn’t cause the divorce, but it can spark a moment of truth for couples who were already having issues.

Bottom Line 

The rise of Viagra has done more than revolutionize men’s health. This pill has changed how many couples think about romance and commitment. Rising global divorce rates suggests that sexual renewal can sometimes push people to make drastic decisions. The lesson here isn’t to avoid Viagra but to recognize that physical intimacy and emotional intimacy are complementary.

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Health

7 Vitamins that Supercharge your Body and Brain

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Vitamins aren’t just another part of a balanced diet, they play a vital role in the body and brain. When the right vitamins are taken, your body becomes healthier and your cognitive abilities improve. Here are seven vitamins that can benefit your body and brain, making you perform to the best of your abilities.

Vitamin B12

Vitamin B12 is essential for the nervous system. It helps the brain function better and lifts your mood. This vitamin supports the body by producing more red blood cells which carry oxygen. Lack of enough B12 will make you tired, sluggish, and forgetful. Eggs, fish, lean meats, and milk are good sources of this vitamin.

Vitamin D

Vitamin D is also known as the “sunshine vitamin. This is because it is believed that moderate exposure to sunlight will give you this nutrient. It plays a crucial role in nerve growth and reduces depression. You should consider eating salmon, yolks, and dairy products to have more of these vitamins.

Vitamin A

Vitamin A is best known for keeping your vision sharp, but it also supports brain development and function. It protects neurons and helps regulate gene expression in the nervous system. In the body, it boosts immunity and keeps your skin and tissues healthy. Carrots, sweet potatoes, spinach, and dairy products are excellent ways to add Vitamin A to your meals, and most brightly colored fruits and vegetables are rich in it too.

Vitamin C

Vitamin C is best known for protecting against colds, but its benefits run deeper. For the body, it strengthens the immune system and helps heal tissues. For the brain, it acts as a powerful antioxidant, protecting your brain cells from damage and supporting memory. Oranges, strawberries, kiwi, bell peppers, broccoli, and even a glass of orange juice are all rich in Vitamin C.

Read Also :A Delicious Green Smoothie Recipe for Energy and Glow

Vitamin E

Vitamin E is like a shield for your cells. It protects both body and brain from oxidative stress, which can speed up aging and memory decline. For your body, it keeps your skin, vision, and immune system strong. For your brain, it’s linked to better cognitive function and slowing age-related decline. You can get plenty of Vitamin E from almonds, hazelnuts, sunflower seeds, spinach, and oils such as olive or sunflower oil.

Vitamin B6

Vitamin B6 is the behind-the-scenes helper that keeps your body and brain chemistry balanced. It supports the production of hemoglobin, which carries oxygen, and helps break down proteins for energy. For the brain, it’s vital in producing serotonin and dopamine — the “feel-good” chemicals that affect mood and focus. Chicken, turkey, bananas, potatoes, and fortified cereals are all good sources of this vitamin.

Vitamin K

Vitamin K is often overlooked, but it’s essential. For the body, it helps your blood clot properly and strengthens bones. For the brain, research shows it supports cognitive health and protects against conditions like Alzheimer’s by aiding in the production of brain-protective fats. You’ll find it in leafy greens such as kale, spinach, and broccoli, as well as in fish, eggs, and certain cheeses.

Conclusion

Your body and brain are constantly working, and vitamins are the silent partners that keep everything running smoothly. From sharper memory and stronger focus to healthier bones and a stronger immune system, the right nutrients make a big difference. Instead of relying only on supplements, the best way to get these vitamins is through a colorful, balanced diet full of fruits, vegetables, lean proteins, and healthy fats. Small, consistent choices in what you eat can truly supercharge both your body and your brain.

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