The wellness industry wouldn't be as lucrative if it didn't prey on our insecurities. Young people, disillusioned by polarized politics, saddled with astronomical student loan debt, and burned out by hustle culture, turned to skin care, direct-to-consumer home goods, and food and alcohol delivery aggressively peddled by companies eager to capitalize on consumers' stressors. While these practices may be restorative in the short term, they fail to address the systemic problems at the heart of individual despair. A certain kind of self-care has come to dominate the past decade, as events like the 2016 election and the Covid pandemic spurred collective periods of anxiety layered on top of existing societal harms. As the self-care industry hit its stride in America, so too did interest in the seemingly dire state of social connectedness. In 2015, a study was published linking loneliness to early mortality. In the years that followed, a flurry of other research illuminated further deleterious effects of loneliness. There is no singular driver of collective loneliness globally. But one practice designed to relieve us from the ills of the world " self-care, in its current form " has pulled us away from one another, encouraging solitude over connection. America's loneliness epidemic is multifaceted, but the rise of consumerist self-care that immediately preceded it seems to have played a crucial role in kicking the crisis into high gear " and now, in perpetuating it. You see, the me-first approach that is a hallmark of today's faux self-care doesn't just contribute to loneliness, it may also be a product of it. Research shows self-centeredness is a symptom of loneliness.