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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

Understanding Your Breast Cancer Risk

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Many women are affected by breast cancer globally. However, its causes can differ. Understanding the risk factors helps protect your health. Here are some risk factors linked to breast cancer and how to reduce them.

Age and Family History

Young african afro woman holding cancer ribbon standing over isolated pink background very happy pointing with hand and finger to the side : IStock

The older a woman gets, the higher her risk of developing breast cancer. Women over 50 face an increased risk of having breast cancer. Aside from age, your family history also influences your risk. If anyone in your family has a history of cancer, consider screening.

Lifestyle Choices

Your lifestyle is another factor. Bad lifestyle choices like alcohol consumption, high sugar intake, and not getting enough exercise are dangerous. Try to watch your weight, as obese people are at higher risk. Smokers are also at risk of developing the disease.

Read Also : Perimenopause: What No One Tells You

Hormones and Reproductive Factors

African american senior woman pointing at breast cancer awareness ribbon on pink t-shirt. identity and breast cancer awareness concept: istock

Hormonal factors influence risk too. Women who experience early or late menopause should monitor their health. Too much oestrogen can slightly raise the risk. If you use hormone replacement therapy frequently, your risk may increase.

Breast Density 

Women with dense breast tissue are also at risk. Dense tissue can slightly increase the risk and make it hard to detect cancer. When this happens, doctors may advise undergoing additional imaging tests.

How to Reduce Risk 

Smiling young woman making heart shape with hands showing pink ribbon for breast cancer awareness : Istock

Factors like age and family history can’t be avoided. If you are above 50 or have a family with history of the condition, watch what you eat. Also, eat fruits and include vegetables in most of your foods. Meanwhile, don’t forget to work out regularly. You could also enrol in a gym or just design a way to keep fit around your house.

Why Early Detection is Important

Women are advised to undergo regular screening  to detect early signs of breast cancer. Early detection is best as it promotes quick treatment . Women over 50 are advised to have a mammogram every one to two years. Those with higher risks may need to start earlier.

These risk factors are not exclusive and don’t mean you will get breast cancer. There are women who develop it without these risks detection. Regular check-ups and early detection make it easier to treat. Contact your doctor to know your risk and discuss preventive options. Knowing your breast cancer risk gives you the chance to make healthy choices.

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Health

Natural Ways to Manage Endometriosis Symptoms

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Managing endometriosis naturally is possible with the right lifestyle choices. While there are recognised clinical treatments. However, these natural approaches shouldn’t replace medical treatments. Below are some natural ways to manage this condition.

Take Anti-Inflammatory Foods

Endometriosis comes with much pain, but with the right diet, you can find relief. Eat plenty of vegetables, fruits, and fibre-rich food. Also, foods rich in Omega-3s like shrimp and salmon are ideal choices. You should cut down on sugar and processed foods as they can worsen your condition.

Daily Exercise

Another natural way to manage endometriosis is regular exercise. Jogging, cycling, and walking are gentle aerobic options. You can try yoga and meditation to keep your mind relaxed. If this can’t be done daily, three times a week is enough for good results.

Heat Therapy

If you have aches or muscle pain, consider heat therapy. This includes taking a warm bath or placing a hot water bottle on your abdomen. This is a simple way to relieve discomfort. There are effective heat therapy tools available to help manage the pain.

Read Also : Should You Work Out in Cold Weather

Stress Management Strategies

Stress is another factor that could make your condition worse. People with these symptoms are advised to relax more. Try out various meditation techniques to keep your mind calm. Also, spending time with loved ones, and taking some time off work can bring down your stress levels.

Watch Your Weight 

If you are overweight or battling with obesity you might have to shed some weight. Excess body fat can make the symptoms harder to manage. So you need to keep an eye on your weight and hormonal balance. Engage in regular physical activity. and avoid alcohol and caffeine to keep your weight in check.

Herbal Supplements

These can also provide some form of relief to those with endometriosis. Consider supplements rich in ginger, green tea, and turmeric. They have potent anti-inflammatory properties. which makes them a good option. However, speak to a qualified medical practitioner before using them.

Final Thoughts

To manage endometriosis, you need to be patient. There are no quick ways to get rid of this condition. You will need to make some lifestyle and diet changes to see meaningful results. The natural ways suggested above can help improve your overall well-being when used alongside medical advice.

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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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