August 23, 2022

Self-Care Influencers: The Future of Wellness Brands

Woman reading a book with a white mug

Over the past few years, interest in self-care has skyrocketed. The stress built up from the pandemic has people looking for ways to nurture their mental, physical and emotional health now more than ever.

But honestly, finding the right form of self-care can be difficult. And while spending too much time on social media can be seen as less than ideal, surely watching self-care influencers is different? 

People are turning to their favorite creators to learn new ways to care for their whole selves: mentally, physically, and spiritually. And if you have a strong self-care practice, consider sharing it with the world. You may just have a positive impact on peoples’ lives.

What is a self-care influencer? 

Wellness and self-care influencers are people who regularly post content about activities they do and products they use to stay mentally, physically, and emotionally healthy. Since wellness is such a broad term, some creators choose to stick to one particular facet of self-care while others touch on multiple topics.

Self-love influencers 

@belle.warrenn You got this bb #AlaskaAirCAREoke #SoFiBreakUpChallenge #selflove #selflove #growth #podcast #inspirational ♬ Euphor – Novo Amor & Ed Tullett & Lowswimmer

Self-love influencers focus on body acceptance and appreciating yourself for who you are. They often share tips for building confidence, provide affirmations for when you’re feeling doubtful or negative, and offer looks into their personal self-acceptance journey. 

Cleaning influencers 

@myblissfulhome Nighttime clean with me 🧼#cleaningasmr #cleaninghacks #cleanday #homehacks #stephanieteaches ♬ Water Under the Bridge – Adele

Cleaning influencers educate and encourage viewers to declutter, sanitize, and make their home a safe haven. While some viewers look to cleaning influencers for motivation, others watch their content for the vicarious satisfaction of tackling a big mess.  

Mental health influencers 

Mental health influencers focus on sharing wisdom, coping techniques, and insights into how viewers can embrace negative emotions while working toward positive ones. Therapists, psychologists, and researchers make excellent mental health creators, as they can use their expertise to help large groups of people in a short amount of time. However, mental health professionals may not be quick to endorse a product that they aren’t 100% certain about. 

Fitness and nutrition influencers 

Whether they’re sharing fitness routines, taking you along as they go grocery shopping, or cooking their favorite recipes, fitness and nutrition influencers share tips on how viewers can improve their physical health and, as a byproduct, their mental health, too.

self-care influencer doing yoga in a calm room

Top content trends for wellness influencers 

Self-care product demos and recommendations 

Creators can share their favorite wellness products with their followers, whether it’s a yoga mat, journal, protein shake, or something else entirely. They often share how and when they use it, as well as the results they’ve seen from it.

Grounding techniques 

@recollectedself My favorite grounding technique #therapytips #dissociation #grounding ♬ original sound – Jaime – Licensed Therapist

Mental health professionals and amateurs alike share their favorite grounding techniques on social media to help people calm down, reconnect with their bodies and surroundings, and stop panicking. This type of how-to content is great for building trust with followers and providing real value to them. 

Self-care routine 

Whether it’s a wakeup or a nighttime routine, creators love peeling back the curtain and showing viewers how they amp up or wind down. They typically showcase products they love using.

Unfiltered looks (reality checks) 

@makaylaanisa We all have rolls when we sit, your body is beautiful💛 #realitycheck #selflove #youareenough #4upage ♬ original sound – Liv Wright

Self-love and fitness creators often share unfiltered looks at their skin, body, and life to remind followers that social media tends to be a highlight reel rather than a view of reality. This type of content makes these creators seem more relatable to the average viewer and builds trust and authenticity.


@renee.benes 🙌🏽 #minimalismtiktok #minimalistlifestyle #lessstuffmoreliving ♬ original sound – Renee Benes

Minimalist creators love to share decluttering tips and are often passionate about sustainability.

Brands in the self-care industry succeeding with influencer marketing 

First Aid Beauty 

@giseleayora Damaged skin barrier? Ultra Repair Cream by @firstaidbeauty is a life saver🤩 #fabinsider #skincareroutine #skinbarrier #dryskin #ad ♬ original sound – Gisele Ayora

To showcase the real-life benefits of their products, First Aid Beauty partnered with creators like Gisele Ayora, Mikayla Nogueira, and Haley Pham. Each influencer talked about some of their favorite products and how they can help overcome common skin concerns, like ingrown hairs, damaged skin barriers, and wrinkles. 

Grove Collaborative 

@absolutelysimplified When a favorite brand reaches out 😭🥰 @grovecollaborative #grovepartner #MrsMeyersPartner #cleantok #asmr #cleaning #cleanhome #cleaningtiktok ♬ original sound – AbsolutelySimplified

Grove Collaborative, a DTC sustainable cleaning brand, partnered with creators known for their minimalist, decluttering, and cleaning content to showcase the effectiveness of their products. 

15 self-care creators to follow on social media right now 

Self-care Instagram accounts to follow 

1. Irene Martinho 

Irene Martinho is a Portuguese influencer focusing on self-care, self-love, and self-growth. She has a Master of Science in Positive Psychology and is dedicated to helping her followers create a “life of happiness.”

You can also check out some of her self-care tips on YouTube, Pinterest, TikTok, and LinkedIn.  

2. Michell C. Clark 

Michell C. Clark is a writer, clothing designer, and content creator who develops affirmation-based content for Black entrepreneurs and creatives. He is open about his journey, sharing with Rolling Out, “The voice you see on Instagram was actually a reaction to not being very confident. I first started to get more active on Instagram about a year ago, and it was very difficult at first. I am a writer, so the concept of a photoshoot or coordinating outfits seemed wild to me … so I just decided to be myself and put my personality out there.”

You can find even more inspiring content from Michell on his website, Twitter, LinkedIn, Facebook, and YouTube

3. The New Happy 

Stephanie Harrison founded The New Happy website, podcast, newsletter, and social media presence, which she uses to dole out advice, happiness challenges, and sunny graphics that illustrate mental health affirmations in an easy-to-understand format. Her goal is to turn research on happiness and mental health into easily digestible content for all to use. 

You can also gain a fresh understanding through The New Happy’s website, podcast, Twitter, and Pinterest

4. Dr. Medina Culver 

Dr. Medina Culver is a doctor of osteopathic medicine who regularly discusses mental wellness, healthy habits, and finding the motivation to continue in the face of hardship. She has partnered with several wellness brands, including Thistle, Equilibria, and ThirdLove. 

You can also check out her latest content on TikTok

5. Scott Tatum 

Scott Tatum, the self-proclaimed nomad hiker, shares mental health and wellness advice he calls “Self-Care Savage Ups” while traveling throughout the U.S. He is currently sharing his thoughts while making his way through the Appalachian Trail, a 2,194.3-mile hike that tests a person’s mental and physical endurance. 

You can also find his friendly reminders on YouTube and TikTok

Self-care TikTok accounts to follow

1. Tamanna Kaur 

@tamkaur_ confidence is the most attractive trait #selfperception #confidenceboost #affirmationsforwomen #selfbelief ♬ La Espada – Eternal Raijin

Tamanna Kaur is a content creator focusing on fashion and mental health. She discusses embracing the struggles of life while combating them with self-dating, self-love, self-care, and self-growth.

You can find more of her advice on Instagram, YouTube, and Twitter.  

2. Micha Yvette


Blessed to be surrounded by people that inspire me

♬ original sound – Micha Yvette

Micha Yvette is a content creator dedicated to sharing her journey through life with her followers and bits of wisdom she finds along the way. Many of her videos begin with some sort of refrain of “Nobody told me this, so I’m going to tell you,” and she aims to help viewers change the way they think about their wellbeing.

You can also find Micha on Instagram

3. Bryce Spencer-Jones 

@brycespencerjones You’ve already come so far so don’t sell yourself short. Healing isn’t linear and you’ll have bad days #healingjourney #healingtiktok #selflovefirst #selflovecheck ♬ original sound – Bryce Spencer-Jones

Bryce Spencer-Jones is a photographer and the host of the Unstuck Yourself podcast. He regularly shares sage advice on topics ranging from rejection to overloving someone. 

Hear more of Bryce’s advice on his podcast and Instagram

4. Clara Dao 

@clara_dao you are so much more than a body #bodyimage #bodypositivity #bodyacceptance #insecure ♬ Hurtless – Dean Lewis

Clara Dao is a content creator promoting self-love and speaking out against body shaming of all kinds, including #SkinnyShaming. In an interview with Sunday Riley, she said, “I didn’t start making content about body positivity right away … But, about four or five months into it, I posted a video about having a flat chest and how I learned to embrace it and be confident with it. It went viral, and that’s when I realized that this is a topic that not many people were talking about … I felt like there was this unique opportunity for me to speak my opinion and inspire young girls and women to love their bodies.” 

Find more of her body positivity content on her website, Instagram, Twitter, YouTube, and Facebook

5. Daniel Duku 

@mrduku This is honestly for everyone #menslifestyle #mensmentalhealth ♬ original sound – 🚀DAKIDLYRIC🧸

Daniel Duku creates content about men’s lifestyle, wellness, and skincare advice, which he most notably frames as advice for young men. He’s partnered with brands such as Eu Natural, belif, and CeraVe.

Discover more of his content on Instagram

Self-care YouTube accounts to follow

1. Fernanda Ramirez 

Fernanda Ramirez is a YouTuber from Canada who focuses on topics like self-care, health, fashion, productivity, and more. Whether she’s taking you along as she cleans her room, goes through her nighttime routine, or tries new things, you’re sure to be entertained.

You can also follow along with her life via Instagram, TikTok, Pinterest, and VSCO

2. Michelle Choi

Michelle Choi is well-known for her Living Alone Diaries, videos in which she shares her routines and activities as a woman living alone in New York. Covering topics like mental health, wellness, beauty, and more, Michelle provides an unfiltered look into how she takes care of herself. 

You can also get a peek into her life on Instagram.  

3. Dylan James

Dylan James is a mindset coach dedicated to helping people release all limiting beliefs and feelings to create the best version of themselves. With a global roster of clients, Dylan has the experience to educate viewers on how to make real change. 

4. Simply Happy Zen 

Vera, the host of Simply Happy Zen, is a content creator focusing on minimalism, increasing intentionality in life, cultivating happiness, and more. Additionally, she offers online courses on slow living, decluttering, and falling in love with your life.

You can find more relaxing content on Twitter and her website

5. Anthony Ongaro 

Anthony Ongaro is the face behind the YouTube series and podcast Break the Twitch, which cover topics like improving focus and living intentionally. 

Discover how you can break the twitch with his website, podcast,
Instagram, Twitter, and Facebook.

Key takeaway: Self-care influencers can help people find peace in a chaotic world. 

Whether you’re new to self-care and are documenting your journey for the world to see or you’re an expert ready to share your hard-earned tips and advice, be bold, authentic, and honest. These qualities will help you build up a loyal following, and you can help do some good by sharing healthy info with your fans.