☁ Wellness Needs a New Narrative

THE WATER METHOD TO WELLNESS

Splash of the Week

How I discovered that my wellness routine was polluting the water I swim in

We’ve been sold a vision of wellness that’s all aesthetics and no meaning. Pills and powders for every symptom. Skincare in seven layers. Supplements that cost more than your weekly groceries. But where does it all go?

When we wash our faces, rinse off pain creams, or flush expired meds, that “self-care” doesn’t just disappear. It flows into our rivers, our groundwater, and sometimes even back into our cups. That’s not wellness. That’s just waste.

And still, we treat water like a dumping ground. Even as we market it as a symbol of vitality and escape. We drink it to detox. We book holidays to be near it. We associate it with healing, health, and play. So why do we keep polluting it in the name of wellness?

What self-care leaves behind

There’s a strange irony in the idea that products marketed to improve personal health are quietly degrading the ecological systems that sustain us. Pain relief creams, antibacterial soaps, antidepressants are all designed to interact with human biology. But when released into the environment, they begin interacting with everything else’s biology: aquatic life, microorganisms, the chemical balance of rivers and soils. Pharmaceutical residues have been shown to disrupt reproductive systems in fish, alter algae growth, and contribute to antibiotic resistance. This isn’t a fringe concern. It’s a systemic one.

A 2019 study by the ISOE (Institute for Social-Ecological Research) found a widespread knowledge gap when it comes to residues of more than 150 pharmaceutical substances in Germany’s surface water, groundwater, and in some cases even treated tap water. These aren’t coming from industrial discharge. They’re coming from us: our homes, our habits, our bathrooms. How we consume and discard antidepressants, antibiotics, painkillers, and hormone treatments. And we’re not doing it well.

According to a 2017 report by the German Association for Energy and Water Industries (BDEW), only 15% of people regularly dispose of medications correctly (in the household bin). The rest end up being flushed or rinsed away, straight into the water system.

This isn’t just a story about water quality. It’s a mirror to our health & wellness culture.

Last week, I wrote about how we’ve all gotten wellness wrong, how we’ve traded shared purpose for personal optimisation. But real wellbeing was never meant to be a solo pursuit.

Meaning over metrics

Maybe wellness isn’t about who has the most steps, the longest morning routine, or who drinks the most protein and collagen. Maybe it’s about restoring a sense of purpose. We’ve made it about performance instead of presence. About appearance instead of joy. A meaningful approach to wellness isn’t built on more. More products, more rituals, more spending. It’s built on curiosity, community and care. Understanding that what we do in our routines echoes far beyond them. Because the well-being we seek isn’t just within us. It’s between us. And it’s flowing all around us.

How to do better

Next time you find expired medicine in your cabinet or finish a tube of Voltaren, here’s what to do:

• Don’t flush meds. Ever.

• Don’t rinse creams into the sink or shower.

• Wipe excess creams with paper and put it in the trash.

• Place unused tablets or liquids in a sealed bag and dispose of them in the regular household waste. (In Germany, all residual waste is incinerated, this ensures the full destruction of active pharmaceutical ingredients.)

• For more guidance (in German), check the official Environmental Disposal Guide from the Umweltbundesamt.

• Don’t buy antibacerial soap for your home.

• Skip fabric softener.

• Choose fragrance free where you can. Always.

• Skip preservatives in skincare.

• Less is more. We are overusing soaps and creams.

Wellness that pollutes water, isn’t wellness at all.

— Clouds

The Essentials

YOUR HYDRATION EDIT

Each edition, we handpick stories, trends, and insights that connect with our Water Method philosophy: from the source of your water to how you move, restore, and live around it. Plus, a pulse check on wellness real estate (the fastest-growing sector in the space) and anything else that made us pause, think, or look twice.

☁ Visionary Voices

WELLNESS 2.0 PLAYBOOK

I just finished reading this week’s Fitt Insider report, and honestly, it’s one of the best takes I’ve seen on where wellness is headed. Instead of chasing endless “glow-ups” or obsessing over metrics, this report pushes for a wellness that’s becoming more meaningful.

It’s a fresh perspective on how brands and all of us can grow up a little, focus on what actually matters, and build wellness that lasts. If you’re tired of the usual self-care hype and want to see a smarter, kinder future for the industry, this is a must-read.

Check it out here.

The Playbook Edit 

WAIORA RITUALS

Hydration isn’t just about how much you drink. It’s about how you relate to your water. This week’s picks are everyday tools that make hydration and restoration easier, cleaner, and more intentional.

A Final Note

NOTES FROM THE MEADOW

Until next time! ☁