tiktok is attempting to repackage shopping as girl therapy

Introduction

In the latter part of 2023 and into 2024, a trend known as "girl therapy" has found considerable popularity on TikTok, reaching millions of users. However, this trend has sparked a significant discussion around its underlying messages, which revolve around consumerism rather than genuine mental wellness. The premise of girl therapy typically combines aesthetics, wellness culture, and consumerism into a package targeted at young women, implying that shopping and self-indulgence equate to self-care and emotional improvement.

The Rise of "Girl Therapy"

Creators on TikTok often showcase various activities, such as makeup application, skincare routines, shopping sprees, and social outings—all dressed up in visually appealing aesthetics. These activities can certainly be part of self-care; however, linking them to consumerism can create a false narrative that equates buying goods with feeling better emotionally. This does a disservice to genuine mental wellness practices, which do not require monetary investment.

The hashtag #girltherapy has seen explosive growth—it doubled in posts from around 68,000 to nearly 170,000 in a short timespan. This surge reflects a growing consumer culture that romanticizes life experiences while encouraging individuals to spend money. What lies beneath this trend is a problematic message: that happiness and well-being stem from buying products, which can lead to emotional dependencies on shopping, ultimately resulting in a cycle of retail therapy.

The Allure of Aesthetics

The visuals of these girl therapy TikToks are designed to be aesthetically pleasing, often focusing on pastel colors, trendy items, and beautifully curated scenes. However, this aestheticization tends to overshadow the essence of true self-care practices, shifting focus onto external appearances rather than internal feelings. Many people may find themselves comparing their lives to those portrayed in these videos, leading to feelings of inadequacy and a false belief that improvements in appearance will resolve deeper emotional struggles.

The danger here is not just in the promotion of shopping as a solution to mental health issues but also in the exclusivity of these messages. The trend inherently caters to an upper-middle-class demographic that can afford luxury products and experiences, sidelining those who may not have the same financial resources. Furthermore, this trend perpetuates traditional beauty standards and further marginalizes those who do not fit this mold.

Self-Care vs. Shopping

The distinction between self-care and shopping is crucial in this conversation. While acts like journaling, going for a walk, or spending time with loved ones can be therapeutic, they don't need to be tied to consumer spending. True self-care can often be found in simple, cost-effective practices that nourish the soul rather than the wallet.

Many of these TikToks, even those not overtly focused on selling products, still feature expensive or trendy items, compromising the integrity of the self-care message. The portrayal of self-care is shaped by what appears appealing online, detracting from the diversity of personal experiences which may not fit into the shiny, curated boxes seen on social media.

In conclusion, while the intention behind girl therapy might be to promote self-care, the overwhelming message is one rooted in consumerism and aesthetics. It's essential to recognize that mental wellness isn't synonymous with shopping, and self-care can—and often should—exist independently of purchasing or aesthetic standards.

Keywords

• Girl Therapy
• TikTok
• Consumerism
• Self-Care
• Aesthetics
• Mental Wellness
• Emotional Dependencies
• Retail Therapy

FAQ

What is girl therapy?
Girl therapy refers to a trend on TikTok where creators promote consumer-focused activities—such as shopping, skincare, and engaging in aesthetically pleasing routines—under the guise of self-care or mental wellness.

Why is girl therapy considered problematic?
Girl therapy is considered problematic because it links emotional well-being with consumerism, suggesting that buying products equates to self-improvement and can foster unhealthy emotional dependencies on shopping.

Does girl therapy reflect true self-care?
Many elements of girl therapy do not reflect true self-care, which is about nurturing one's mental health and well-being through various activities, many of which do not require monetary expenditure.

Who is the primary audience for girl therapy content?
The primary audience for girl therapy content tends to be upper-middle-class women who can afford the lifestyle and products being showcased. This exclusivity can alienate those who may not have similar financial means.

What should be the focus of self-care?
The focus of self-care should be on practices that improve emotional and mental well-being—such as exercise, mindfulness, or connecting with loved ones—rather than purchasing goods or adhering to aesthetic norms.