From Wellness Girl to Health Strategist: Why Women Are Outgrowing the Influencer Era
A few months ago, I watched a well-known wellness influencer glide through her morning routine on Instagram.
Tongue scraping.
Green juice.
Red light therapy.
A long list of supplements.
Then journaling, followed by a walk, matcha, and lymphatic drainage.
It was all beautifully filmed. Gentle light. Calm music. Perfect skin. Aesthetic wellness, curated to soothe and inspire.
But the longer I watched, the more I felt something underneath the serenity: performance.
Health had become theatre. Rituals done not for outcomes but for optics. A checklist of behaviours signaling control, purity, and perfection.
It looked peaceful. But it also looked exhausting. And strangely disconnected from what most women I know (myself included) are actually experiencing.
Because behind the filters and affirmations, so many women in midlife are quietly struggling. Not because they’re lazy or uncommitted but because their health and life doesn’t fit neatly into a morning reel.
They’ve done the powders and the podcasts. They’ve bought the sea moss, ashwagandha and beef liver capsules, followed the clean-eating plans, listened to the nervous system coaches.
They’ve tried to be “good” at wellness. And still - they feel flat.
Or anxious.
Or inflamed.
Or like something’s just... off.
Especially in midlife, where nothing feels linear, and the usual rules no longer apply.
What I’m Seeing
Women in their 40s and 50s are starting to hit a wall.
Not because they haven’t been trying but because they’ve been trying everything.
“I eat a clean diet, I walk every day, I take supplements, but I still feel inflamed and heavy.”
“I’ve had gut issues for years and everyone just tells me to cut out more foods.”
“I feel like I’m doing everything right and nothing is changing.”
These aren’t beginners. These are women who’ve done the work. Who care deeply about their health. Who’ve followed every promising lead with dedication and still don’t have the answers and results they deserve.
What they’re realising is that: information isn’t the issue. They’re drowning in it.
What they need now is strategy.
A structured, clinically-informed, personalised plan that focuses on outcomes. Not aesthetics, not vibes, not what worked for someone else.
Why It Matters
The influencer era helped women pay attention to their health and that was valuable. It made wellness visible, accessible, even aspirational.
But here’s the cost:
We started looking to people with no clinical training for answers to complex health issues.
We replaced personalised care with generic “protocols.”
We internalised the idea that if we weren’t getting better, we just weren’t trying hard enough.
And what no one tells you is: That kind of hustle doesn’t scale in midlife.
Because what’s happening in your body now is more complex.
Your hormones are changing.
Your metabolism is shifting.
Your nervous system is carrying decades of invisible load.
Your gut, thyroid, and mitochondria might be underperforming - but not enough to be flagged as disease.
Your lab results look “fine,” but you feel off.
This is the grey zone where most women are left to fend for themselves - while being told to detox, relax, or take magnesium.
But what’s actually needed is clinical discernment:
Someone who can interpret what’s going on beneath the surface.
Someone who can read your data properly and help you build a strong, stable, sustainable health foundation.
Someone who isn’t guessing.
This is what I call the shift from wellness follower to health strategist.
What to Do
If you’re in this moment—where health doesn’t feel simple anymore—know this:
You’re not failing. You’re evolving.
This isn’t the time to do more. It’s the time to do the right thing, in the right order, with the right support.
Here’s where I recommend starting:
1. Take the Health Edit Quiz
It’s a 5-minute clinical tool I use to help women cut through the noise and find their most important area of focus.
Not a gimmick. Not a trend. Just a clear starting point based on strategy, not guesswork.
You don’t have to keep trying harder.
You need a better map.
This is the new era of women’s health: One where you’re no longer a passive participant in your own body, but a clear, capable strategist of your future.
