Beyond Consumerism: Rediscovering the Essence of Self-Care

By: Feeby Ebeid

Self-care is a concept open to diverse interpretations, varying from person to person. Broadly speaking, however, it encompasses any routine or habit individuals adopt to maintain their physical and mental well-being. These practices span activities such as exercise, eating well, personal hygiene, meditation, etc. 

However, when we live in a world driven by consumerism, self-care has been commodified, reduced to a mere checklist of products to purchase or services to indulge in.  

Consumerism has effectively hijacked the concept of self-care, and this is largely due to social media. In the name of self-care, social media promotes expensive products, unnecessary services, and sets unrealistic standards.

65 percent of consumers believe that beauty and grooming are essential to wellness, according to the Mindbody’s 2023 Wellness Index Report. And as of 2022, “beauty and personal care” accounted for $995 billion of the $4.4 trillion wellness economy as stated by the Global Wellness Institute. 

Browsing through the #selfcare tag on TikTok alone reveals an endless stream of videos featuring women accumulating copious amounts of skincare products and engaging in beauty-related services. While these activities may be enjoyable, it's important to recognize that beauty maintenance does not necessarily equate to self-care; rather, it often reflects a personal choice to adhere to feminine ideals (which is not inherently negative). However, social media tends to portray self-care as aligning with societal expectations of femininity and encourages overconsumption. 

The core of self-care transcends materialism. When we view self-care without the influence of commercialization, we open the door to reshaping how we nurture ourselves.     

Taking care of yourself means knowing yourself, according to a 1982 lecture, eventually published as an essay called Technologies of the Self, written by French philosopher Michel Foucault. He states that only when you set aside time for the active leisure to study, to read, and to think, could you come to grips with the profound nature of the universe and your own mortality.  

Self-care is an essential part of a healthy and happy lifestyle. However, when it is being interlaced with consumeristic ideals, it does more harm than good. It becomes about this need to buy, buy, buy, and the cycle never stops.