For those of us who have crossed a certain age threshold—or truly, any woman navigating the digital age—Instagram has morphed into something akin to Willy Wonka’s chocolate factory. However, instead of everlasting gobstoppers, we’re bombarded with magnesium-infused supplements; the chocolate river has been replaced by streams of liquid collagen, and the new-age Oompa-Loompas are beauty influencers brandishing jade rollers instead of candy.

Gone are the days when a simple evening face wash and a daily multivitamin were the hallmarks of self-care success. Now, we are faced with elaborate, multi-step rituals for body parts we never knew required such attention. Consider Kourtney Kardashian’s Lemme Purr “vagina lollipops”—a testament to the increasingly intricate wellness landscape. With wellness trends proliferating, how are ordinary folks supposed to discern what truly enhances life from what is merely a marketing marvel? While wellness might be omnipresent, its true significance remains a question mark.

Back in 2008, when Gwyneth Paltrow unveiled Goop as a newsletter, it seemed the antithesis of exclusivity. Suddenly, the beauty secrets of an A-lister were accessible to all—whether it was dry brushing or face oiling. Fast forward to today, and Goop has become even more emblematic of its brand, inspiring many celebrities to join the wellness movement. Social media, with its vast reach, has amplified their influence, captivating audiences obsessed with skincare woes and gut health.

Enter Kate Hudson with her InBloom line, offering supplements that she touts as a bridge to holistic and eco-friendly wellness. Jennifer Aniston, in her role as chief creative officer for Vital Proteins, casually adds collagen powder to her morning brew. Meanwhile, David Beckham has co-founded IM8 supplements, which promise to enhance energy, digestion, and overall wellness.

Following in Goop’s footsteps, Hilary Duff has found her own path to wellness, albeit controversially. Embracing elements of Gwyneth Paltrow’s much-debated diet regimen, the former Lizzie McGuire star, now 35, revealed in a May 9 interview, “Sometimes I try to—Gwyneth got in trouble for saying this—but sometimes I try to just drink coffee in the morning and stave off my hunger.” As these celebrity-endorsed wellness ventures continue to expand, they leave us pondering the fine line between genuine health benefits and savvy marketing ploys.

Beckham’s wife, Victoria — who has her own fashion and beauty brands — regularly talks about the daily regimens that keep her feeling great but also confused: “I take quite a few supplements,” she explained, “so it can be difficult to actually know what’s working!”

On Euphoria, Sydney Sweeney’s character is seen setting her alarm for 4 a.m. so she can complete her increasingly intricate and unhinged beauty routine. It’s an exaggerated portrayal, but not by much. Many of us can relate, stuffing our mornings and evenings with “essentials” we’ve been sold when, actually, maybe an extra 30 minutes in bed might benefit us more.

But when these products have pretty packaging and endorsements from beautiful people — whether A-lister or micro-influencer — it’s compelling. Ultimately, these rituals flatter us into feeling like thrivers who have cash to splash on hacking our way to the best life ever (even if we used Klarna to cover our purchases).

Health journalist Rosamund Dean of newsletter Well Well Well tells Us, “It’s so easy to feel as though we’re falling behind or somehow failing because we’re not taking all the supplements or using red-light therapy or investing in a pair of those funny lymphatic drainage trousers.” She knows firsthand: “I went through a phase of thinking I had to do cold plunges like everyone else on Instagram, otherwise my immune system would collapse. Then I realized I hate being cold! Everyone is different; it’s a case of finding what works for you.”

The holidays are around the corner, and Jennifer Lopez is here with the ultimate self-care regime to ensure you look (and feel) like you’re living your best life in times of chaos. Lopez, 55, knows a thing or two about juggling a busy schedule without sacrificing “me” time. As a mega-watt pop star, A-list actor […]

Dean adds that true wellness is often a lot simpler than celeb startups and beauty companies want us to believe. “There are some things that are pretty much true for everyone,” she says. “Eating more vegetables will improve your gut health more than that expensive probiotic supplement; drinking more water and getting enough sleep will improve your skin more than any fancy face cream; and doing some exercise will boost your energy and brain function more than a powder sprinkled in your coffee.”

And one of the most important keys to wellness? Human connection. “Don’t underestimate the power of having a laugh with a good friend,” she says. “Love, connection and fun are the most powerful antiaging tools out there.”

That’s a wellness trend we can get behind — now we just need a health-tech startup to pay a Kardashian to officially collab with “fun.” It might just change the world.