Self Care is Not A Face Mask: The Commodification of Audre Lorde’s Self-Care
Audre Lorde’s Self-Care
Self-care is everywhere these days - on our social media feeds, in wellness blogs, and in advertisements that promise the ultimate antidote to stress, burnout, and exhaustion. From bubble baths to face masks, we're told that self-care is the key to both personal fulfillment and societal contribution. But what started as a radical concept introduced by Audre Lorde as she was battling cancer in her 1988 essay collection, A Burst of Light, has been reduced to yet another product to consume in a world that thrives on our dissatisfaction.
In a world constantly demanding more of us, taking time to care for ourselves has become a necessary act of resistance. Whether it’s a quiet moment of reflection or forgoing an event to binge-watch our favorite TV show, these acts of care offer a chance to reconnect with our bodies and minds. But self-care is more than just an isolated moment of indulgence. At its core, it is about recharging and restoring our ability to engage with the world around us.
This is the foundation of Lorde’s original concept of self-care. It wasn’t about isolation or simply pampering oneself; it was about survival, resistance, and ensuring that we are equipped to continue showing up for others. As Lorde said, self-care is an act of self-preservation and political warfare, and it’s essential for sustaining the work we do in our communities. Unfortunately, in today’s world, the concept has been reduced to individualistic self-optimization, which misses the point entirely.
The Myth of Selfishness
There’s a prevailing narrative that self-care is selfish—that it’s a luxury only for those who have the time and resources to spare. But let’s be clear: you can’t show up for others if you’re running on empty. It’s like the metaphor used on airplanes: put on your own oxygen mask first. Taking time to care for yourself isn’t a selfish act; it’s a necessary one. The real harm comes from internalizing the idea that we should be constantly giving of ourselves without ever taking the time to replenish.
This notion of “selfishness” is compounded by the pressures of social media, where curated versions of perfect lives are sold back to us as the ideal. We see glowing skin, perfect routines, and a constant stream of happiness—but what’s left out is the work that goes into those curated moments. We don’t see the messy, uncomfortable process of healing that comes with true self-care—the kind that doesn’t fit neatly into a 15-second Instagram reel.
The Commodification
Once the wellness industry recognized the profit potential in self-care, it quickly turned the practice into a commercial endeavor. Advertisements and influencers now tell us that self-care is about products: the most hydrating face mask, the perfect water bottle, the latest supplements. These items, we’re told, will help us achieve a sense of wellness and balance. But the reality is that the commodification of self-care has stripped away its deeper meaning. What was once a radical tool for survival has now become a cycle of consumerism.
The wellness industry profits by selling us the illusion that self-care is about purchasing the right things. We’re told that products like facial serums or trendy wellness gadgets will “fix” us, when in truth, these items often only serve to make us feel inadequate in the first place. The endless cycle of self-improvement is not about actual healing—it’s about creating a market for our insecurities. And who benefits from this? The corporations that sell us these products, of course.
Who Can Afford True Self-Care?
The commodification of self-care also deepens existing class divides. In a world where wellness is increasingly tied to consumer goods, those with the financial means to keep up with trends are positioned as the ones who “have it together.” But for those without the resources to participate in this expensive cycle, the promise of self-care is out of reach. Can we really expect people struggling to meet basic needs to invest in the latest wellness products?
This is where the commodification of self-care becomes harmful. Instead of offering genuine healing practices that are accessible to all, the current wellness industry alienates those who are already marginalized. Self-care should not be a privilege—it should be a right for everyone. For those who have the financial means, true self-care could mean redistributing resources and supporting communities in need, rather than feeding into the endless cycle of consumerism.
Shifting the Focus
The real power of self-care, as Lorde envisioned it, was never meant to be a solitary endeavor. Self-care isn’t about individual perfection—it’s about collective healing. It’s about building community, creating solidarity, and ensuring that everyone has the resources they need to thrive. True self-care should be a tool for personal and collective empowerment.
Instead of investing in expensive wellness trends, we can invest in mutual aid, community networks, and accessible mental health resources. True healing comes when we support one another, when we build the kind of communities that allow each individual to thrive. And if we are fortunate enough to have the resources to care for ourselves, we have a responsibility to share those resources with those who are less privileged.
The Performance
Another troubling aspect of the commodification of self-care is how it has become a performance. With the rise of influencers and curated “wellness” accounts, there’s immense pressure to present an idealized version of self-care—one that fits neatly into a hashtag or a perfectly framed Instagram post. But what happens behind the scenes? Are we really taking care of ourselves, or are we just performing wellness for an audience?
This performative self-care, often masked as “inspiration,” creates an unrealistic standard that many feel they must live up to. It turns healing into a commodity, something that’s polished and packaged for public consumption. But healing isn’t always beautiful or perfect; it’s messy, difficult, and personal. True self-care is not something you perform for likes—it’s something you do for your own well-being, whether anyone else sees it or not.
Moving Toward a Radical Vision of Self-Care
At its core, self-care is about resistance: resistance to a system that demands we give without ever replenishing. It’s about making space to heal and recharge so that we can continue fighting for a better world. But this shouldn’t be a solo pursuit. Self-care, in its truest sense, is about community care—it’s about collective healing and mutual support.
Instead of buying into the idea that we can “fix” ourselves with products, we must reclaim self-care as a radical practice that strengthens communities and uplifts those who are most vulnerable. We need to build a culture of care that prioritizes mental wellness, accessibility, and community support over profit-driven wellness trends.
Ultimately, self-care isn’t just about us—it’s about all of us. And if we are truly to heal, we must turn inward, yes, but we must also look outward, to the systems that cause our suffering, and work together to dismantle them. That’s the kind of self-care that can change the world.
Excerpt from Audre Lorde’s 1988 essay collection, A Burst of Light
Further Reading
Reclaiming Audre Lorde's Radical Self Care by Kathleen Newman-Bremang for Refinery29
‘Self-care’: how a radical feminist idea was stripped of politics for the mass market by André Spicer for The Guardian
Why I'm Over Performative Healing by Jennifer Galvao for Grown Mag
An Unseen Photo Album Preserves Life of Audre Lorde by Plead For The Fifth
There Is No Hierarchy of Oppressions by Audre Lorde
A Burst of Light (1988) by Audre Lorde