My husband has a thousand dad jokes about the price of eggs right now.

Buying eggs, what are we rich?

But for a growing number of Americans, price isn't prohibitive, as long as it's branded in wellness.

What we're talking about here are beauty products, serums for your face and neck,

organic tinctures, and the promised wonderland of powders that target fat and inflammation and all

that ails us, exercise classes that cost an arm and a leg just to move them. Women and men

searching for the perfect combination of health and purity at their fingertips, just a swipe of a

credit card away. These things aren't seen as luxury, but necessity. From KERA in Dallas,

this is Think. I'm Paige Phelps in for Chris Boyd.

My guest, Amy LaRocca, is a former fashion journalist and editor who spent her career watching the It crowd and their whims, and she began to notice a change.

The world of fashion was famous for its gatekeeping.

Not everyone could run in those circles, and the masses were

definitely sidelined. But there's been a shift. As access to high fashion has democratized,

the wellness industry opened new avenues for ways to spend your money in time that offered

what clothing couldn't, promises of health from the inside out, And it became the go-to mantra of the elite.

So she decided to do a deep dive into what makes up the wellness community. From the big names and

the big money behind it, the questionable claims and the sheer ecstasy followers find themselves

claiming to achieve in a book called How to Be Well, Navigating Our Self-Care Epidemic,

one dubious cure at a time. And she's here to talk about it now. Amy, welcome to think.

Thank you so much for having me. I've glad to be here. Yeah, I think we should start with how you

define the modern wellness industry. It is enormous and it encompasses so many aspects of modern life.

It can be everything from how we exercise and how we take care of our skin to how we make

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