Every few months or so, we hear about a new fad boasting an impressive range of benefits. Commonly seen in the health and beauty sector, these come as easy and affordable solutions to everyday problems. Otherwise, they provide a solution for stubborn, chronic conditions that have yet to find effective treatments. Examples of these “miracle products” range from coconut oil and turmeric for nourishing the hair and skin, to teas and essential oils for curing cancer and insomnia. The “miraculous” nature of these products make it easy for them to trend even before the internet was a thing (think MLM), and our increasing use of social media only accelerates it. Are these merely marketing scams and passing trends, or potential cures to irritating and incurable diseases?

While some claims may sound ridiculous, many of these items have actually been acknowledged for their health benefits long before they started appearing all over social media. Herbs and plant-derived substances have been used as treatment in many traditional medicine practices for thousands of years, and most methods have some sort of scientific explanation to back them up. What is the problem then?

The problem is that even everyday items can be dangerous when used in the wrong way or in the wrong amounts. Lack of research and blindly following trends can endanger your life or cause long-term damage. For example, apple cider vinegar is a condiment found in many kitchens that is suggested to be taken daily for weight loss or used as a topical treatment for dandruff. Vinegar, however, is an acid and must be diluted before drinking or applying to the skin. Undiluted vinegar can burn your throat or skin when used directly.

Miracle or Trend?

A key similarity between these trendy products is their convenience. The ability to buy them directly from the seller at affordable prices, beat having to go through a lengthy process to obtain pricey treatments. It is easy to see supplements as shortcuts to bypass a healthy lifestyle. Be it banking on hair growth gummies alone and disregarding proper hair care, or hoping to squeeze an entire week’s worth of nutrition into one cup of celery juice.

Another attractive point is their “natural” origin. The notion that something is natural or plant-based leads consumers to assume “safer” and “better”. According to this study, consumers tend to prefer the natural option, especially when it comes to prevention of disease, as compared to treatment. In fact, “natural” was the second-most used word in F&B marketing from 2003 to 2010.

Most of these products are relatively safe in their recommended or packaged amounts. We are more willing to try them as there is nothing to lose. People are not afraid of recommending them to each other because there is no liability. Companies can sell them easily because there are few regulations.

Sometimes, new scientific breakthroughs or changes in government regulations can encourage a new trend into taking off. Research on CBD oils and their medical benefits have begun as early as the 1980s. In December 2018, the FDA removed hemp from the substances controlled under federal law and in the following year, sales hit an all time high and all kinds of CBD-infused products started to appear.

And of course, all the characteristics above are further spiced up by commercial companies hopping on the trend. Aesthetic advertising, captivating punchlines coupled with the fear of missing out can convince us that we need a cure for a problem we don’t even have. This results in the exaggeration and overdramatizing effects of things. For a short period, foods made with activated charcoal were all the rage, advertising detoxing properties when consumed. In reality, when used in food, charcoal mainly acts as a unique coloring rather than any substantial added health benefit.

Staying Safe

However, this is not to say that we should avoid these products at all cost. As mentioned, many have long been used as therapeutics, and even more have properties yet to be discovered. With so many conditions yet to find a cure, these could very well be used to help soothe unrelenting symptoms, or added into our health regime as a boost. There are many trustworthy companies out there offering good quality essential oils, certified supplements, and real CBD oil for sale. Plenty of respected beauty and health bloggers dedicate their time exploring and sharing recipes and techniques.

Living in a time where information is exchanged by the masses, the important thing is to make sure you do your own research before trying any trend. Educate yourself using credible sources, make sure you follow all the recommended guidelines, or better yet, consult a medical professional. Everybody is different, what works for some may not work for others. Listen to your body. Sufficient research on these promising remedies could take years to be published, meanwhile, we can try to live the best we can, responsibly.