The Political Evolution of Wellness Culture

This chapter explores the surprising rise of the Maha movement, a coalition of wellness influencers and vaccine skeptics, within the current political landscape. It examines the historical roots of wellness culture from the 1960s to its present right-wing associations, linking it to troubling ideologies like eugenics and racial purity. Through a critical look at vintage advertising and cultural messaging, the discussion reveals how these ideals have shaped contemporary views on health, cleanliness, and societal expectations.