For twentieth-century feminists, it was a rallying cry for bodily autonomy and political power. For influencers and lifestyle brands, it’s buying fancy nutrition and body products at a premium. And it has now infiltrated nearly every food, leisure, and pop-culture space as a hugely lucrative industry. What is it? To quote a million memes: it’s called self-care. In Decolonize Self-Care (OR Books, 2023), Alyson K. Spurgas and Zoë Meleo-Erwin deliver a comprehensive sociological analysis and scathing critique of the term’s capitalist, racist undertones. Decolonizing self-care, they argue, requires a full reckoning with the exclusionary, appropriative nature of most of the wellness industry, but this education is only the first step in the process. We must commit to new models of care and well-being that allow for health, pleasure, and community—for everyone. Michael O. Johnston, Ph.D. is an Assistant Professor of Sociology at William Penn University. He is the author of Community Media Representations of Place and Identity at Tug Fest: Reconstructing the Mississippi River (Lexington, 2022). His general area of study is on media representations of people and place at festivals and celebrations. He is currently working on his next book where he conducted research on an annual canoeing and kayaking event that takes place on the Upper Mississippi River. To learn more about Michael O. Johnston you can go to his website, Google Scholar, Twitter @ProfessorJohnst, or by email at johnstonmo@wmpenn.edu.