“In the hustle and bustle of a crazy New York life, people do want an escape,” said Jamie Krell, a lifestyle editor and media personality. While gyms are a good place to exercise, they are not built for relaxation. “You’re signing up for SoulCycle and getting blocked out, it can add more stress.”
Not everyone, however, is on board with this brand of self care. “I like that it’s making us think about our health and a preventative approach,” said Timothy Caulfield, a professor in the Faculty of Law and the School of Public Health at the University of Alberta (and author of Is Gwyneth Paltrow Wrong About Everything? When Celebrity Culture and Science Clash). “What I don’t like,” he said, “is framing wellness as if it’s a luxury item.” This kind of model, he said, “creates this illusion that you have to do certain things to maximize your health.” Yoga is good for you, he said, but is hardly the only—or best—way to get fit. Such products as the $55 herb-based Brain Dust, are cleverly marketed, unregulated supplements, not clinically proven medicines—and are completely unnecessary for a healthy lifestyle.
The Brooks sisters recognize that some elements may raise eyebrows, and they don’t claim that the $20 Sweet Saba crystal candies available at the pop-up are actually “magical,” as their packaging says. But, asked Hailey, “Aren’t you curious?”