For generations, one of the most persistent stereotypes about South Asians has been that we smell bad. Whether it’s the implication that we don’t bathe as often as others or that our heavily spiced food leaves its mark on our bodies, the running joke never seems to lose its sting. Sure, it’s true that South Asian cuisines are rich in spices, and these can linger in ways unfamiliar to those outside our culture. And yes, in parts of the subcontinent where clean running water is scarce, bathing twice a day may not be the norm. Combine this with the oppressive heat, climate disasters, and a prevalence of autoimmune diseases, which studies link to increased body odour, and the stereotype continues to find traction.

But the bigger issue lies not in the stereotype itself but in how South Asian traditions, practices, and even challenges are dismissed or belittled, while those same elements are celebrated when appropriated by the West. Take turmeric, for example. What’s mocked as the “smell of curry” on South Asians becomes the golden latte in the hands of Instagram influencers. Ancient South Asian practices, from yoga to hair oiling to natural face masks, are repackaged as groundbreaking when Western wellness industries embrace them. Our ancestors emphasised gut health and holistic medicine long before it became trendy in wellness circles, yet today, practitioners of these traditions are often dismissed as unscientific or backward.

This double standard becomes even harder to ignore when considering the stark contrast in resources and privilege. A 19-year-old influencer from California can tout the benefits of bone broth and ubtan (marketed as “natural face masks”) in a society largely free from the weight of colonialism’s legacy. Meanwhile, in South Asia, many people are still grappling with the toxic aftereffects of colonialism—whether in the form of widespread colourism, the normalisation of mercury-laden bleaching creams, or the environmental degradation that plagues our cities.

A world of contrasts

Let’s talk about privilege for a moment. The U.S. is the world’s largest consumer of natural resources, yet South Asian cities top the list for the worst air quality. Over the past year, the region has seen catastrophic flooding that displaced millions, and its residents continue to endure political instability, economic inequality, and unchecked climate disasters.

Under these circumstances, it’s no wonder that wellness practices in South Asia often feel inadequate. How does one engage in “self-care” when clean water is a luxury, autoimmune diseases run rampant, and even breathing becomes a hazard? For many, slapping on a face mask or indulging in a moment of solitude simply doesn’t cut it.

And while Western societies are beginning to address systemic issues like colorism and generational trauma, the same cannot be said for many parts of the subcontinent. The colonial mindset has left its mark, embedding the idea that lighter skin is inherently more beautiful and that Western beauty standards are the ones to aspire to. Wellness in the West often starts from a place of privilege—a luxury most South Asians cannot afford.

Let’s not forget to mention a major factor; stress. Seeing people who look like us dying and being dehumanised doesn’t bode well for the nervous system. Knowing that destabilising forces beyond our control are the norm for us and nations of the Global South as a whole could cause a few breakouts, among other things. Seeing no end in sight for the forgotten people of our part of the world in terms of our political and economic circumstances is demoralising beyond belief.

Reclaiming wellness

True self-care for the subcontinent—and other formerly colonized nations—requires more than just spa days and green smoothies. It starts with unlearning the toxic mindset that equates worth with how closely one aligns with Western ideals. It means reclaiming and valuing the traditions and practices that have stood the test of time, long before they were co-opted by the West.

It also means demanding accountability. The lingering effects of colonialism, combined with ongoing interference from privileged nations, continue to exacerbate inequality and suffering in the Global South. Whether through environmental reparations or acknowledgment of historical injustices, the path forward requires recognition of how the West’s privilege comes at the expense of others.

Wellness isn’t just about looking or feeling good. It’s about equity. It’s about breathing clean air, having access to resources, and feeling valued within your own skin. For South Asians, it’s about reclaiming the narratives, practices, and traditions that have long been ours, but which the West only sees value in when it suits them. Until then, we’ll continue to bear the brunt of stereotypes, injustices, and systemic neglect—and no amount of turmeric lattes will fix that.