In Search of Wellness

A fascinating examination of how wellness influencers have shaped a booming global industry—and why we should take their cultural power seriously.

Wellness influencers are powerful players in the health space, guiding what we eat, how we exercise, and even how we define well-being. Wellness insider Mariah L. Wellman examines how US social media influencers have transformed the industry by positioning themselves as relatable authorities, often rivaling actual health experts in reach while redefining who gets to claim health and vitality.

In Search of Wellness offers the first in-depth analysis of the wellness influencer industry, explaining not only how it works but why it resonates so deeply. Drawing on interviews with popular influencers and nearly a decade of research on the wellness industry, Wellman shows how influencers blend personal narratives with expert knowledge to build trust and expand their authority, attracting followers from around the world. Timely and accessible, this book reveals how influencers are redefining wellness itself—and why so many of us are eager to follow their lead.

Mariah L. Wellman is Assistant Professor in the College of Communication Arts and Sciences at Michigan State University, an expert on the wellness industry and social media, and a yoga teacher and teacher trainer. Her work has appeared in The Atlantic, Men’s Health, The Guardian, and more.

Contents

Introduction

1. Foundation: Who Is a Wellness Influencer?

2. Voices of Permission: Capitalizing on a Lack of Trust

3. Caring for the Self and Others: Racial Disparities in Wellness

4. Sharing with Authority: Affect, Alternative Health, and Conspiracies

5. The Future of the Wellness Influencer Industry

Acknowledgments

Appendix

Notes

Bibliography

Index