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

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.

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 ‘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 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.

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.

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