Critique of Morning Self-Care Trends and Rise of Nighttime Rituals in Wellness Culture

A Forbes article published on March 25, 2026, examines shifting perspectives on self-care routines, challenging the dominance of morning-focused rituals popularized on social media. The piece argues that evening practices can be equally beneficial for well-being, particularly for individuals with natural nocturnal tendencies. Psychologist Dr. Emily Green warns in a Vogue interview that rigid adherence to perfect routines may cause distress when life circumstances interfere. The article highlights how nighttime skincare can offer specific advantages, citing dermatologist Dr. Anjali Mahto's explanation that retinol works more effectively without sunlight degradation. Several brands are developing products tailored for evening use, including Tower28's SOS Spray, Dieux's Instant Angel Moisturizer, Soft Services' Theraplush Overnight Repair Treatment, and various lip treatments from Chanel, Summer Fridays, Dr. Idriss, and Cocokind. The piece also explores how sleep environment and attire contribute to restorative practices, featuring insights from Jennifer Foyle of Aerie and Anna Bond of Rifle Paper Co. about creating comforting bedroom spaces. Brands like Projektityyny, Rifle Paper Co., The Company Store, Aerie, Eileen West, Lanz of Salzburg, Hill House Home, Doen, and Eberjey are mentioned for their offerings in bedding, sleepwear, and loungewear designed to enhance nighttime comfort. The article concludes that effective self-care should align with personal preferences rather than follow trending formulas.