Cleopatra, who reigned as Queen of the Kingdom of Egypt from 51 to 30 BC, held a beauty secret: she indulged in baths of donkey milk and fresh honey.
Fast forward to today, where TikTokers are not advocating for baths in donkey milk, but touting the benefits of drinking unpasteurized raw milk. However, this practice has sparked debates due to the potential risks associated with unpasteurized milk, including harmful bacteria like E. coli, Listeria, and Salmonella, so experts advise against it, especially for individuals with certain disorders or weakened immune systems.
Despite the controversy, the #RawMilk hashtag on TikTok has gained considerable traction, nearing 200 million views. Nevertheless, the raw milk trend appears to be another fleeting episode in our collective fascination with beauty and wellness.
On a different note in the wellness realm, performance artist Marina Abramović has ventured into the market with her own line of products.
Some are wondering if she is emulating the Goop model with her recently launched products: a face lotion and anti-allergy, immune and energy drops. These products, part of "The Marina Abramović Longevity Method," are derived from recipes passed down by a Tibetan monk to doctor and holistic practitioner Nonna Brenner, who is credited to having cured Abramović's Lyme disease in 2017 with unconventional methods (including leeches).
Brenner, a medical doctor and psychiatrist by training, already uses some of the products at her Centre of Health & Prophylaxis overlooking Lake Fuschl in Switzerland where she employs a blend of science, physiotherapy, alternative and traditional therapies.
The peculiar mix of ingredients for the face lotion includes vitamin C and enzymes created by fermenting white bread and white wine; the immune drops feature fresh garlic bulb, chilli-pepper powder, lemons and shilajit, a substance found in the Himalayas and used in Ayurvedic medicine to soothe allergic reactions; while the allergy drops contain liquorice root and the energy drops combine cranberry juice, succinic acid, and grape-seed flour. The products complete Abramović's Method, a series of mindfulness techniques applicable to daily life, emphasizing conscious actions like counting grains of rice or slowly drinking a glass of water over 20 minutes.
In a lighthearted comment to Vogue, Abramović hinted at the longevity project's purpose, suggesting that Brenner is determined to extend her life to 110 years, jokingly suggesting that female artists are only taken seriously after reaching such a milestone.
In a way, the entire venture raises eyebrows: Abramović has always pushed physical boundaries in her performances that often ended up involving extreme practices (in her 1974 provocative performance piece "Rhythm 0", Abramović turned herself into an object, urging the audience to interact with her using any of the 72 props made available, ranging from knives, ropes, and a scalpel to a gun, feathers, and a bullet), so you wonder if these products geared towards wellbeing and staying healthier – current collective obsessions – are part of a bizarre art project or a genuine attempt at entering the market.
The products are actually conceived a bit as art pieces: produced in Switzerland in limited runs of 8,000 units each (very arty…), the lotion and drops are characterized by a minimalist and artistic packaging, designed by Abramović herself, and bear her fingerprints.
Priced at £99 (the drops) and £199 (the moisturizer), with a complete package available for £459, these products may be perceived by fans as works of art or as a way to experience Brenner's therapies from her Swiss retreat (for a fraction of the price…).
As the worlds of art, wellness and consumer goods collide in this project, one can only wonder if Abramović's venture will outshine Goop's infamous vagina-scented candles.
While there are already quite a few fragrances, beauty products and makeup lines by all sorts of celebrities out there, you wonder if in future we will see other artists launching their lines (for what regards beauty products, there have already been collaborations or licensed products inspired by artists, if you think about Lancôme & Yayoi Kusama and MAC X Keith Haring…). .
A few years ago Francesco Vezzoli could only imagine a spoof fragrance (Greed), but, who knows, maybe in future we will see a Jeff Koons anti-age serum in a bulbous pot inspired by his balloon dogs or even mud masks made with pigeon poop by Maurizio Cattelan (well, harvesting their poop sounds like a logical and more ethical progression, after his squadrons of stuffed pigeons…).
Artificial Intelligence may help us imagining the packaging of the wellbeing products of the future created by artists, yet the lingering question is: which artist will be the next to venture into this universe?
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