Somewhere along the way, the holistic wellness movement lost its way. What began as a collective awakening and a call to care about what we put in and on our bodies, has shifted into something scarier, and far more exhausting. It’s all because fear sells. And frankly, we’re over it.
At Rustic MAKA, we’ve never wanted to be in the business of fearmongering.
Back when we started, there was a real fight to be fought against big corporations cutting corners with questionable ingredients and deceptive marketing. The movement was born out of necessity, out of a genuine desire to do better. And it worked. Consumers became aware, alternative ingredients were explored, and cleaner products became expected. That was progress.
But now, that same energy has been twisted into something unrecognizable. We’ve entered the era of “Non-Toxic”, “100% Toxin-Free’ and “Free of Chemicals”, where companies and influencers leverage fear not to inform, but to manipulate. What once empowered people now overwhelms them. Instead of curiosity, we see confusion and worse, rise of anxiety over what we purchase. Instead of education, we get panic.
The Rise of Wellness Fatigue
It’s not surprising that consumers are tired. The internet is flooded with misinformation and half-truths wrapped in pseudo-science, designed to make you feel unsafe unless you buy the next miracle gadget or supplement. It used to be “Big Food” and “Big Pharma” shaping what we eat, how we heal, and what we believe is good for us. Now, “Big Wellness” has entered the scene, and we are here for it. It promises balance, clean living, and conscious choices, but it’s worth asking: is it truly a movement meant to empower, or just another industry trend trying to market its way into our homes and hearts?
We trust our customers. We believe you’re smart enough to do your own research and choose what works best for you. You don’t need fear to make informed choices. You need awareness and respect for your own body’s unique needs.
We are hopeful that Big Wellness can be different, and that it can help us live fuller, more intentional lives by choosing better ingredients and products, without the pressure of perfection. True wellness should never come from fear or guilt; it should come from awareness, balance, and grace. Because the truth is, you can choose the cleaner option most of the time and not stress over the occasional not-so-perfect thing.
If Big Wellness becomes what it claims to be, a movement rooted in education and care for people and the planet, it could help us redefine what it really means to live well: not in extremes, but in harmony with ourselves, our families, and the world around us.
A Case Study in Fear: The Fragrance Fallout
Take “fragrance,” for example. Once, it was a legitimate concern, with the ingredient labels hiding parabens, phthalates, and other unwanted chemicals. Natural brands (ours included) fought to offer safer, cleaner alternatives. That was a win for everyone.
But in the current climate, even the word “fragrance” itself has become the villain. The nuance is gone. Many consumers now instantly reject products that list “fragrance,” even when those scents are carefully crafted from plants or safe synthetics, or when ingredients are listed with long, unpronounceable names that sound “scary,” but aren’t.
That tired phrase, “If you can’t pronounce it, don’t use it,” has done more harm than good. Science, after all, is full of complex words for simple, safe things. Yet in a fear-driven market, complexity is mistrusted.
The Myth of “Non-Toxic”
This same black-and-white thinking gave rise to the “non-toxic” movement.
Originally, claims like “no parabens” or “no phthalates” made sense. They highlighted real, evidence-based concerns about ingredients that didn’t belong in personal care products. But over time, “non-toxic” became a buzzword and an impossible promise.
We all know everything is made of chemicals. Water is a chemical. Oxygen is a chemical. Even nature’s purest ingredients, like clay, oils, plants, have chemical structures. Did you know that clay, for example, is made up of elements like aluminum, iron oxide, and silica that occur naturally in the earth? It’s life. It’s nature doing what it does best: balancing complex chemistry in harmony.
Manufacturing anything, whether it’s a moisturizer or a loaf of bread (or mining that clay!), involves chemistry too. That’s not a flaw; it’s reality.
So, when a brand claims “100% non-toxic,” it’s not science, it’s simply marketing. It’s a story built to sound safe, but it leaves out the nuance that matters. What we should be talking about isn’t “non-toxic” vs. “toxic,” but about dosage, formulation, and context. It’s about balance, not absolutism.
Clarity Vs Chaos
Rustic MAKA will continue to “show the good stuff.” We’ll continue to highlight what goes into our products and why. But we won’t join the echo chamber of absolute alarmism.
We believe in balance, not buzzwords. In education, not exaggeration.
Wellness should feel good and not like a moral test or who’s a better mother. It’s not a competition. The truth is, caring for yourself or your family doesn’t need to be complicated or filled with anxiety. It just needs to be grounded.
We’re still fighting for what matters – more thoughtful products made with better ingredients. But we’re not fighting you, or your choices, or your right to trust yourself. Because true wellness isn’t born from fear. It’s born from trust.
These statements are not intended to diagnose, treat, cure or prevent any disease. For any medical concern you should consult with an appropriately-licensed physician or other health care worker. Never disregard professional medical advice or delay in seeking it because of something you have read on this website. Full Medical Disclaimer.
