Wellness has always been concerned with how we feel. Increasingly, however, it is also becoming concerned with how we are seen.

On social media, health has developed its own visual language. Reformer Pilates, Stanley cups, matcha, coordinated activewear and carefully documented morning routines have become shorthand for a particular kind of disciplined, aspirational life.

Individually, none of these things is remarkable. Together, they create an instantly recognisable image of what a “healthy woman” is supposed to look like. The distinction matters because looking well and being well are not necessarily the same thing.