"The creators shaping the conversation today - the ones shifting beyond perfection - understand that what resonates is what lies beneath the filters. People want the stories, the struggles, the hacks that actually work, and the ones that don't. That's where "wellness" comes in - a word that's come to mean everything and nothing at once."
"It encompasses everything self-care related, from morning juices to meditation guides, workout routines, and luxury skin care, yet no one knows exactly how to define it. But for Bustle's Beauty Icons, wellness is about the choices that help them show up for themselves and others, whether that's doing glam after a Peloton workout, hosting a book club podcast, or building community around chronic illnesses."
"Icons are creators who have been there, done that. But their experiences aren't just fodder for content - these nine women are actively shifting the culture, creating spaces where their followers can laugh, learn, and feel seen. They turn vulnerability into empowerment, honesty into empathy, and everyday routines into inspiration, proving that wellness isn't just a beauty trend. It's an appreciation of all the little things that add up."
Creators are shifting beauty away from curated perfection toward authenticity, sharing stories, struggles, effective hacks, and failures. Wellness is framed broadly to include self-care practices like morning juices, meditation, workouts, and luxury skin care while resisting a single definition. Nine women leverage lived experience to build community, blending glam with fitness, hosting book clubs, and supporting people with chronic illness. They convert vulnerability into empowerment and honesty into empathy, showing that wellness emerges from daily choices and small rituals. Practical activism appears alongside culture work, such as a gender-inclusive period brand offering purchase reimbursements to ease the tampon tax burden.
Read at Bustle
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