This is self-care for people who aren’t satisfied with the current state of self-care: crystals, face masks, and overpriced organic grocers. You know, all that reductionistic stuff. The problem is not in the form itself – bubble baths can be calming, and yoga can be fun. But in this modern era of self-care, we focus too much on the form, and not enough on the function. We don’t consider why we’re doing what we’re doing, and whether it actually serves us. We believe true self-care comes from self-awareness and self-compassion, not simply a walk and a scented candle. We’re introducing a new standard of self-care – one that tackles not only the challenges of our mental and physical health, but the toxic positivity of the wellness industry at large; all its white-washed and subliminally exclusive byproducts included.
Text a friend. Pick a flower. Do deep breathing. Turn off your phone. Write a journal entry. Listen to a throwback playlist. Draw something. Eat something. Forgive yourself. There’s plenty of ways to self-care. We’re on a mission to get more people doing it.
We believe self-care consists of three core pillars: self-awareness, self-knowledge, and self-compassion. To truly practice self-care, we must embrace all three. It’s our toolkit to living the life we want – more conscious and connected to our humanity. Self-awareness clues us in to what we’re thinking and feeling at any given time. Self-knowledge helps us understand why we say things, do things, or behave in certain ways. Self-compassion helps us forgive, so we can properly heal and authentically connect – not just with ourselves, but with others too. Why do we need self-care? Because life can be hard – empowering and rewarding, but hard. The natural ebbs and flows will always provide us with challenges. Self-care helps us navigate these everyday challenges so we can move through the world more conscious, more present, and more connected. And while we know self-care isn’t the answer to all of our problems (sometimes we need a good cry on a psychologist’s couch), it helps us truly get to know ourselves – beyond the filters, feeds, and wellness fads.
We value inclusivity. Everyone should have access to self-care, regardless of race, class, sexuality, gender, ability, or religion. We welcome everyone and hold space for all experiences. We value intentionality. To be self-aware, we need to be intentional. Every part of Self Care, from our content to our products, is designed with purpose – to shape culture and change society for the better. We value individuality. Everyone’s experiences in life are different. So everyone’s experience with self-care will be different, too. We celebrate and accommodate this uniqueness. We also value our people and our planet. The folks we work with, the brands we partner with, and the policies we implement serves to support the wellbeing of our community and the planet.
It started with a conversation in 2018. Self Care’s founder Rachael Akhidenor was having a conversation with a friend about the term ‘self-care’. In a world of likes, algorithms, and sponsored posts, Rachael noticed the self-care conversation was centred around white, thin, wealthy women. It was the same whenever she entered spaces designed for self-care: yoga studios, meditation classes, reiki waiting rooms. Self-care had the same specific flavour – elitist, classist, and exclusive. As a city-living, twenty-something of mixed race, it wasn’t sitting right with her. So she decided to stand up against it. She put the commonly used phrase on a t-shirt to promote the concept and turned that one conversation into hundreds of conversations. What started as t-shirts has evolved to become a revolution and social movement within Australia. It’s accessible and inclusive self-care – and it’s what the modern world needs, now more than ever.
Welcome to the self-care revolution
Welcome to the self-care revolution