Its gurus increasingly promote vaccine scepticism, conspiracy theories and the myth that ill people have themselves to blame. How did self-care turn so nasty?

Ozlem Demirboga Carr is not really into all that woo‑woo stuff. “I’m definitely a full-science kind of person,” says the 41-year-old telecoms worker from Reading. She doesn’t believe in crystals, affirmations or salt lamps. But she did find herself unusually anxious during the UK’s Covid lockdown in March 2020 and, like many people, decided to practise yoga as a way to de-stress.

“I tried to be open-minded and I was open to advice on trying to improve my wellbeing and mental health,” she says. So she followed a range of social media accounts, including the “somatic therapist and biz coach” Phoebe Greenacre, known for her yoga videos, and the “women’s empowerment and spiritual mentor” Kelly Vittengl. The Instagram algorithm did its work. “I suddenly found myself following so many wellness accounts,” she says.