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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

Boobs, Bras and Breast Health: What Every Woman Should Know

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Photo: Pinterest/@Easyclasp

October is Breast Cancer Awareness Month, bringing pink ribbons, screening campaigns and conversations about early detection. But beyond the reminders to check for lumps, women have everyday questions about their breasts. Does wearing an underwired bra cause cancer? Is sleeping in a bra harmful? Why is one breast bigger than the other? And when should a change become a reason to visit the doctor?

Breast health involves more than cancer prevention. It also means understanding how breasts change, choosing comfortable bras and knowing when something is unusual.

Bras, breast support and cancer myths

Photo: Hero Image

The belief that underwired bras cause breast cancer has circulated for years. One explanation suggests that tight bras restrict lymphatic drainage, allowing harmful substances to accumulate in breast tissue. However, scientific evidence has not established a link between wearing bras and breast cancer. Going without one does not lower the risk either.

Sleeping in a bra is another common concern. There is no convincing evidence that wearing one overnight increases breast cancer risk. Women can sleep in a bra if they find it comfortable or remove it before bed if they prefer.

A more practical concern is fit. A bra that is too tight can dig into the ribcage, irritate the skin and leave painful marks on the shoulders. Cups that are too small may cause breast tissue to spill over, while inadequate support can make physical activity uncomfortable.

Breast size can change with weight fluctuations, pregnancy, breastfeeding, menstrual cycles and menopause. Consequently, a bra that fitted properly a few years ago may no longer be suitable.

A well-fitting bra should sit comfortably around the ribcage, contain the breasts without excessive gaps or spillage and provide support without digging into the shoulders. Sports bras are particularly useful during running and other high-impact activities because they reduce breast movement and discomfort.

Your breasts do not have to look identical

Photo: Hero Image

One breast being slightly larger than the other is common. Nipples also differ in size, colour and direction. Some naturally point outwards, while others are inverted. These variations are not automatically signs of a medical problem.

Breasts also change throughout life. Menstrual cycles can cause temporary swelling and tenderness, while pregnancy and breastfeeding affect size and sensitivity. Later, hormonal changes associated with menopause can alter breast firmness and density.

The important distinction is between changes that have always been present and those that are new. A sudden difference in breast size, a new indentation, an unusual change in nipple position or persistent skin changes should be assessed by a healthcare professional.

Getting familiar with your breasts

Photo: Pinterest/@Dr Dennis Gross

Knowing how your breasts normally look and feel can help you recognise unusual changes. You can become familiar with them while bathing or dressing, paying attention to the breast tissue, nipples and areas around the armpits.

Look out for:

A new lump or thickened area in the breast or armpit.

Swelling in all or part of a breast.

Skin dimpling, puckering or a texture resembling orange peel.

New nipple inversion or spontaneous discharge, particularly bloody discharge.

Persistent redness, scaling or thickening of the skin.

Unusual or persistent breast pain.

A lump does not automatically mean cancer. Breast cysts and fibroadenomas are examples of non-cancerous conditions that can cause lumps. However, a new lump should be examined, even if it does not hurt. Breast cancer can develop without pain or noticeable symptoms.

Breast awareness is useful, but it does not replace professional examinations or recommended screening.

Breast cancer and early detection

Photo: Pinterest/@Richard Rajecki

According to the World Health Organization, approximately 2.4 million women were diagnosed with breast cancer worldwide in 2024, while an estimated 694,000 died from the disease. Although the risk increases with age, younger women can also develop breast cancer.

A family history of the disease, particularly among close relatives diagnosed at a young age, can increase risk. Inherited changes in genes such as BRCA1 and BRCA2 are also important risk factors. However, women without a family history can still develop breast cancer.

Mammography uses low-dose X-rays to examine breast tissue and can detect abnormalities before they become noticeable through touch. Screening is intended for women without symptoms. Anyone who discovers a lump or another suspicious change needs medical assessment, even if she recently had a normal mammogram.

In South Africa, CANSA recommends annual mammograms for women from age 40. From age 55, women can consider continuing annually or moving to screening every two years. Women with a significant family history or other risk factors may need an earlier, individualised screening plan.

Women using public healthcare facilities can approach their local clinic for an examination and referral when further investigation is necessary. CANSA also offers clinical breast examinations at its care centres and can assist with mammogram referrals.

Everyday habits and breast health

Photo: Pinterest/@Diane Malavolti

No lifestyle change guarantees protection against breast cancer, but some habits can help reduce risk. Regular physical activity, maintaining a healthy weight, particularly after menopause, and limiting alcohol consumption are associated with lower breast cancer risk. Breastfeeding has also been associated with a reduced risk.

Women should discuss their family medical history with healthcare professionals, especially when close relatives have had breast or ovarian cancer. Genetic counselling may be appropriate where inherited risk is suspected.

Most importantly, do not allow fear or embarrassment to delay a medical appointment. A new lump, bloody nipple discharge or unexplained breast change deserves attention. It may not be cancer, but only an appropriate medical assessment can help establish the cause.

Breast Cancer Awareness Month is a useful reminder, but breast health requires attention throughout the year. Choose bras that fit comfortably, understand what is normal for your body and seek medical advice when something changes. You do not have to wait until a problem becomes painful before taking it seriously.

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Health

5 Things to Know About Myomectom

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Photo: Getty Images

Uterine fibroids is a common growth among women. While some women experience no symptoms, others witness heavy various fertility problems. Myomectomy is an option used to treat troublesome fibroids. Here are things to know about the procedure.

1. Myomectomy Removes Fibroids 

A myomectomy is a procedure that removes fibroids from the uterus. It differs from hysterectomy, which removes the uterus. 

This makes it an option for women who want to have children. However, whether surgery is needed depends on the size, number and location of the fibroids. 

2. There Are Different Types of Myomectomy

Photo: Getty Images

The procedure can be performed in different ways. An abdominal myomectomy involves making a larger incision in the abdomen when fibroids are large. 

With laparoscopic myomectomy, small abdominal incisions are made. Robotic surgery is another approach where medical robots are controlled by the surgeon.

There is also hysteroscopic myomectomy. In this procedure, instruments are passed through the vagina and cervix to remove fibroids. 

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

3. It Relieves Fibroid Symptoms

Myomectomy improves symptoms caused by fibroids. Some of which are menstrual bleeding and abdominal pain. Heavy menstrual bleeding may cause anemia because of blood loss. Treating the fibroids addresses the source of these symptoms. However, not every woman with fibroids requires surgery. 

4. Fertility Can Be Preserved

Photo: Getty Images

In some women, removing fibroids that interfere with fertility may improve pregnancy chances. However, surgery can also cause internal scar tissue, and pregnancy. Some women are advised to have a caesarean birth depending on how deeply the uterus was cut. 

5. Fibroids Can Develop Again

Removing fibroids does not mean they won’t reappear. Fibroids not completely removed may cause problems later.

Like other surgeries, myomectomy has risks. Some of which are infection, scar formation and complications related to the surgical approach. Recovery also varies depending on the woman. 

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Health

The Reality of Postpartum Depression

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Photo: Pinterest

The arrival of a baby is often presented as one of the happiest moments in a woman’s life. But for some mothers, the period after childbirth can bring persistent sadness, anxiety, exhaustion and emotional distress that goes far beyond the usual challenges of adjusting to a newborn.

Postpartum depression is a serious mental health condition that can develop after childbirth. It is not a sign that a mother does not love her baby, nor does it mean she is failing at motherhood. The World Health Organization estimates that about 13% of women who have recently given birth experience a mental health disorder, primarily depression. In developing countries, the figure is estimated at almost 20%.

More than the baby blues

Photo: Pinterest

The first weeks with a newborn can be difficult. Sleep is often disrupted, routines change and a new mother may find herself crying or feeling overwhelmed. These experiences can form part of the so-called “baby blues”, which usually settle within about two weeks.

Postpartum depression is different. Symptoms can last longer and interfere with a woman’s ability to manage everyday life. They may include persistent sadness, loss of interest in activities, severe anxiety, changes in appetite or sleep, difficulty concentrating, intense guilt, feelings of worthlessness and withdrawing from family or friends.

Some women may struggle to bond with their baby or feel frightened by intrusive thoughts. Thoughts of suicide or harming the baby require immediate professional help.

You cannot always see it

Photo: Pinterest

Postpartum depression does not necessarily look like a mother who cannot get out of bed.

A woman may continue breastfeeding, prepare meals, attend medical appointments and care for her baby while privately struggling. She may even appear cheerful to relatives and friends while feeling emotionally disconnected or overwhelmed when she is alone.

This can make the condition harder to identify. A new mother may also dismiss her symptoms as tiredness or believe she simply needs to cope better.

That is why conversations about maternal mental health need to go beyond whether a mother and baby are physically healthy after delivery.

Support matters

Photo: Pinterest

The pressure surrounding motherhood can make asking for help difficult. Women may worry about being judged, criticised or labelled as ungrateful when they admit that they are struggling.

Practical support can make a difference, whether that means helping with meals, household responsibilities, childcare or simply giving a mother an opportunity to rest and speak honestly about how she is feeling. But support from family should not replace professional care when depression is present.

Postpartum depression is treatable. Depending on the individual’s needs, treatment may include psychotherapy, medication, support groups or a combination of these. A healthcare professional can also discuss appropriate treatment options with mothers who are breastfeeding.

Partners should not be overlooked either. Fathers and other parents can also experience depression and anxiety following the birth of a child.

Knowing when it is an emergency

Photo: Pinterest

Postpartum depression should also be distinguished from postpartum psychosis, a rare but serious condition that can involve hallucinations, delusions, severe confusion or paranoia. It is a medical emergency and requires immediate treatment.

For everyone else, the message is simpler: a mother does not have to wait until she is completely overwhelmed before seeking help.

Having a baby can be a major life change, but struggling emotionally does not make a woman a bad mother. Recognising the problem early, speaking to a healthcare professional and accepting support can be an important part of recovery.

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