Welcome to a new standard of Self Care. We’re on a mission to get the world self-caring—through self-exploration and self-compassion, not just crystals and cleanses. It’s a revolution you can join from the comfort of your couch—and your Crocs. Everyone’s invited.
It started with a conversation in 2018. Self Care’s founder Rachael Akhidenor was having a conversation with a friend about the term ‘self-care’. In a world of likes, algorithms, and sponsored posts, Rachael noticed the self-care conversation was centred around white, thin, wealthy women. It was the same whenever she entered spaces designed for self-care: yoga studios, meditation classes, reiki waiting rooms. Self-care had the same specific flavour – elitist, classist, and exclusive. As a city-living, twenty-something of mixed race, it wasn’t sitting right with her.
So she decided to stand up against it. She put the commonly used phrase on a t-shirt to promote the concept and turned that one conversation into hundreds of conversations. What started as t-shirts has evolved to become a revolution and social movement within Australia.
Forever innovating, in 2022, we launched the Self Care Tools - a collection of Journals, prompt cards, and a Game developed by psychologists to help you live more consciously and meaningfully—with open arms, an open mind, and an open heart.
It’s accessible and inclusive self-care – and it’s what the modern world needs, now more than ever.