Searching for the true meaning of self-care

There's more to self-care than just luxury spas and scented candles. It's about showing up for yourself even when the world is not watching

- Divya Naik

On a typical Sunday, 21-year-old Shazmeen Malik scrolls through Instagram and sees an endless stream of "self-care" posts: clay masks, coffee runs, tropical getaways, bath bombs, and the ever-present mantra: "treat yourself". For months, she followed the cues. Journaling every night, spending on wellness products, creating Pinterest-worthy routines. But instead of feeling restored, she felt hollow. "I was doing everything the internet told me would make me feel better," says the Mumbai-based media student. "But underneath it all, I still felt anxious and disconnected. It was like I was performing care, not living it."

In recent years, "self-care" has undergone a dramatic transformation. Once a radical act of survival and resistance, especially for women, queer communities, and people of color, it's now repackaged into a lifestyle trend dominated by aesthetics, indulgence, and commerce. Spa days, productivity planners and wellness kits are now dominating the cultural understanding of what it means to care for oneself. But beneath the surface of eucalyptus-scented mindfulness lies a harder question: What have we lost in turning self-care into a brand?