Kapitel 1
The Skin We Live In: Rethinking Our Relationship with Cleanliness
Five years ago, a Harvard-trained physician named James Hamblin made a radical decision that would transform his understanding of human health: he stopped showering. Not entirely-he still washed his hands-but he abandoned shampoo, conditioner, body wash, and the array of personal care products most of us consider essential. This wasn't some bizarre experiment or publicity stunt. It was the beginning of a profound journey into understanding our complex relationship with cleanliness, one that would challenge centuries of cultural assumptions and a trillion-dollar industry. Hamblin's exploration has resonated deeply in our germaphobic culture, with his Atlantic article on the topic generating passionate responses from readers who either embraced or recoiled from his approach. The resulting book has become something of a cult classic among health professionals and environmentalists alike, with celebrities like Emma Watson praising its revolutionary perspective on how we care for our largest organ. In a world increasingly concerned with microbiomes and environmental sustainability, Hamblin's work arrives at precisely the right cultural moment, asking us to reconsider what it truly means to be clean.
Kapitel 2
The Modern Skincare Industrial Complex
The Manhattan headquarters of Peach and Lily feels like entering a temple dedicated to skin perfection. Herringbone floors, ethereal music, and a pristine white aesthetic create an atmosphere of reverence for the Korean-inspired multi-step skincare rituals founder Alicia Yoon has popularized in America. When I reveal my blank skincare routine questionnaire-the result of not washing my face for three years-Yoon appears momentarily shocked before professionally proceeding with a facial treatment involving serums, oils, masks, and creams. The experience leaves my skin noticeably softer and, more surprisingly, alters my perception of how others see me.
This transformation highlights the central tension in modern skincare: are elaborate routines necessary for health, or are they primarily about appearance and social acceptance? The industry has exploded in recent years, with skincare growing faster than makeup as consumers increasingly seek products that promise to "nourish" or "protect" skin against environmental threats. In South Korea alone, the K-beauty industry generates over $13 billion annually, while Yoon expanded from a small internet boutique to major retail distribution in just two years.
This skincare boom coincides with declining trust in conventional medicine. Conditions like eczema, psoriasis, and adult acne are increasing, while medical treatments often yield unpredictable results with concerning side effects. Traditional dermatological approaches-antibiotics, oral contraceptives, steroids, and powerful drugs like Accutane-frequently fail to provide reliable solutions. This has created perfect conditions for an industry that exists in a regulatory gray area between cosmetics and medicine.
Unlike pharmaceutical products, skincare doesn't require rigorous approval processes, yet makes health-adjacent claims about improving and maintaining skin. The industry bypasses traditional medical gatekeepers through direct marketing on social media, where influencers promote anti-establishment solutions to skin "problems." This approach resonates particularly with consumers who feel conventional medicine has failed them.
The personal transformation I experienced after my facial made me question whether elaborate skincare routines are truly necessary or just another expensive habit. The experience highlighted how our hygiene practices have evolved from occasional river baths to essential daily rituals, and how challenging it would be to return to doing nothing after experiencing such palpable benefits. Yet many readers of my original article had independently discovered similar minimalist approaches, like Patricia from Germany who reduced showering after a stroke and found her skin produced less oil over time, or 89-year-old Claire who attributed her "extraordinary health" partly to never bathing.
Kapitel 3
Our Changing Relationship with Microbes
Our modern concentrated urban environments represent radical living experiments, with global life expectancy now around seventy-two years. But these environments come with costs-pollution causing seven million annual deaths, and chronic diseases becoming the leading cause of mortality worldwide. While infectious disease deaths have plummeted over two centuries, chronic and autoimmune conditions are rising even among younger populations.
Much of this stems from our predominantly indoor lives in climate-controlled environments with minimal exposure to plants, animals, and natural elements-a stark contrast to the environmental exposures that shaped our immune systems throughout evolutionary history. Dermatologist Sandy Skotnicki frequently encounters patients with dry, itchy skin who over-wash with harsh products. She advises them to wash only their "bits"-underarms, groin, feet-rather than lathering their entire bodies, as hot water strips away natural oils, making skin more vulnerable to irritants and allergens.
This over-washing may contribute to conditions like eczema, which often begins a cascade of immune overreactions called an "atopic march," potentially leading to allergic rhinitis, asthma, and even food allergies. Rather than prescribing more products, Skotnicki often recommends a product "cleanse"-stopping everything to reset the skin's natural equilibrium.
Skin, our largest organ covering twenty square feet, consists of three anatomical layers. The paper-thin epidermis contains keratinocytes producing keratin, along with immune cells, nerve fibers, and melanin-producing cells. This layer constantly regenerates through a month-long cycle as stem cells divide and push older cells to the surface. Below lies the dermis, composed of collagen and elastin providing strength and elasticity.
Recent research suggests a fourth layer: trillions of microbes forming ecosystems that protect us from disease. These microbes aren't simply invaders but extensions of ourselves, forming a dynamic interface with our environment. When we clean ourselves, we temporarily alter these populations by removing them or changing their resources. Face mites called Demodex, discovered in 1841 but only recently found to be universal in humans, may actually benefit us by feeding on dead skin cells.
This understanding challenges traditional germ theory-most microbes aren't harmful but supportive, even vital. From birth, when babies acquire beneficial bacteria passing through the birth canal, our skin health depends on microbial context. Recent research even suggests certain skin bacteria may protect against skin cancer, raising questions about our aggressive cleaning practices.
Kapitel 4
The Evolution of Disgust and Cleanliness
Val Curtis, the world's leading "disgustologist," studies why humans care deeply about cleanliness by showing people potentially disgusting images. Her research reveals nearly universal reactions across demographics, with disgust ultimately tracing back to disease avoidance. Fallen hairs, vomit, blood, and feces all trigger instinctive aversions because they can transmit infections.
This disgust mechanism serves an evolutionary purpose-protecting us from disease while maintaining social bonds, as looking "disgusting" risks social isolation. Disease-avoidance behaviors appear throughout the animal kingdom, from lobsters avoiding infected peers to birds maintaining separate latrine sites. Even brainless nematodes can sense and evade harmful bacteria.
While "hygiene" technically means disease-avoidance behaviors, modern "cleanliness" extends far beyond health benefits to appearance and social acceptance. Beauty isn't merely functional-it's valuable in itself. Yale ornithologist Richard Prum revives Darwin's theory that beauty began randomly and spread because it brought pleasure. His "beauty happens hypothesis" suggests females prefer certain traits simply because they find them beautiful, not because they signal fitness.
Throughout history, cleaning was primarily spiritual rather than health-oriented. Aztecs built mountain pools for purification rituals, invoking water deities when washing infants. Ancient Egyptians ritualistically washed their dead as gods. Hippocrates prescribed baths to balance humors-hot for headaches, cold for joint pain. Roman bathhouses were social centers with hot, lukewarm and cold pools, though the unsanitized water likely harbored disease.
Early Christianity discouraged bathing, unlike Judaism with its handwashing rituals or Islam's five-times-daily ablutions. When Marco Polo visited India and China, he was astonished by their regular bathing habits-a stark contrast to medieval Europe's "thousand years without a bath."
The Black Death devastated 14th-century Europe, with the University of Paris warning against "too much exercise, sex and bathing," believing hot water opened pores to disease. The Industrial Revolution's urban crowding created visibly filthy conditions triggering disease outbreaks. Though John Snow traced London's cholera to a contaminated well in 1854, germ theory wasn't accepted until Robert Koch identified cholera microbes decades later.
This understanding sparked the "hygiene revolution," with cities investing in clean water and sewage systems. Personal cleanliness became a status marker-appearing groomed signaled safety and social standing. By the early 1900s, even tenement families would carry water upstairs weekly just to appear "clean." When bathing became common among all classes, soap manufacturers created new products to help the wealthy maintain distinction, beginning the modern arms race of cleaning products.
Kapitel 5
The Soap Story: From Necessity to Industry
Dr. Bronner's Magic Soaps began as a church, with founder Emanuel Bronner preaching unity from street corners while offering soap to fund his mission. Though he fled Germany before the Holocaust and faced IRS troubles later in life, his iconic blue-labeled soap with its tiny, exclamatory text about "All-One-God-Faith" eventually gained popularity beyond his message. Under his grandsons David and Mike Bronner, the company has grown thirtyfold while maintaining the original label despite marketing challenges.
Current CEO David Bronner rarely showers himself, washing only his "armpits, groin, and feet," embodying the company's minimalist philosophy with their "18-in-1" soap usable for everything from bathing to teeth-brushing. The spiritual overtones of Dr. Bronner's actually align with historical connections between cleanliness and godliness.
Soap historian Luis Spitz maintains an extensive private museum of soap paraphernalia, explaining how marketing transformed it from a homemade necessity to a daily commercial product. Early soap advertising used art before evolving into more aggressive approaches that created insecurity and made exaggerated claims. Chemically, soap is simply a surfactant created by combining fat with an alkali, resulting in molecules with one end that binds to water and another that binds to oil.
Until the late nineteenth century, store-bought soap remained a luxury, with many like the author's grandfather making their own from pig fat and wood ash. Indigenous peoples used natural saponifying plants like soaproot and soapberry, which produced milder cleansers than early commercial soaps that often contained harsh lye. Soap only became affordable and widely used after Britain repealed the soap tax in 1853.
At Dr. Bronner's headquarters, enormous stainless-steel tanks handle high-pressure saponification at temperatures reaching thousands of degrees. The company distinguishes itself by using only organic, fair-trade plant oils, particularly addressing concerns about palm oil production's environmental impact. Despite these ethical commitments, the carbon footprint of their global supply chain remains "the elephant in the room," as COO Michael Milam acknowledges.
Chicago became "the soap capital of the world" when entrepreneurs capitalized on excess animal fat from the city's booming meatpacking industry. William Wrigley Jr. came to Chicago selling his father's soap, offering chewing gum as a promotional item that ultimately eclipsed his soap business. Soap companies pioneered modern marketing techniques: Fairbank published illustrated "Fairy Tales" booklets, Pears distributed literary magazines with embedded advertisements, and Procter & Gamble blurred the line between information and advertising.
William Lever's "Sunlight" soap, individually wrapped in branded packaging, was promoted through aggressive advertising campaigns. When demand outpaced outsourced production, Lever built Port Sunlight-a worker community and manufacturing facility that became the world's largest soap factory. Mechanization, particularly automatic soap presses and wrapping machines in the 1910s, ultimately made soap affordable and consistent.
Kapitel 6
From Soap Operas to Skin Glow
Mass manufacturing transformed the soap industry by driving down costs and raising barriers to entry, leading to multinational behemoths like Unilever. As the market flooded, producers needed to distinguish their products through increasingly specific marketing claims-creating artificial distinctions between "beauty" and "health" soaps. Procter & Gamble's floating Ivory soap, advertised as "99 44/100% pure," combined religious overtones with white purity messaging that resonated in post-Reconstruction America.
Competitors embraced racist imagery: Fairbank's "Gold Dust Twins" depicted black children doing household chores, while Pears soap promised to lighten "The White Man's Burden" through "teaching the virtues of cleanliness." By the 1920s, beauty and soap fully merged with Palmolive's "Keep That Schoolgirl Complexion" slogan, while medical authority was invoked with claims like "Doctors prove two out of three women can get more beautiful skin in 14 days."
The soap opera phenomenon transformed American media, with shows like "Oxydol's Own Ma Perkins" running for 27 years despite limited artistic merit because they effectively sold products. "The Guiding Light," started in 1937 by the Duz soap company, became television's longest-running scripted show. As visual media evolved, movie stars became powerful influencers, with companies using unpaid celebrity "testimonials."
Eventually, soap operas declined as their primary audience-housewives watching daily-shrank. When Procter & Gamble's "Guiding Light" was canceled in 2009, it marked the end of an era. Today's consumers have shifted from mass-market soaps to "indie" brands and Instagram-marketed skin care products, as environmentally-conscious minimalism and digital media have fragmented the attention monopoly once held by corporate giants.
Outside Glossier's flagship store in New York, young women-mostly teenagers with flawless "schoolgirl complexions"-line up as if for a nightclub. Inside, the store resembles an art installation with bright white light, pristine pedestals displaying immaculate products, and omnipresent mirrors inviting comparison with glowing models. This heavenly shrine to skin represents the spectacular collision of beauty and health industries.
Emily Weiss, the "millennial Estee Lauder," transformed from Teen Vogue intern to billion-dollar beauty mogul by challenging traditional beauty paradigms. Starting with her blog Into the Gloss in 2010, she built a loyal community by interviewing women about their beauty routines, positioning herself against an industry "based on experts telling you what you should use." In 2014, she launched Glossier with four products, achieving explosive growth with the cult-favorite Boy Brow.
Glossier's success stems from mastering new media-with 2.5 million Instagram followers and networks of "reps" who earn commissions for promoting products to their loyal audiences. Unlike traditional celebrity endorsements, these influencers create intimate connections that mimic friendship while monetizing attention. Meanwhile, the industry has pivoted from "natural" to "clean beauty"-a term championed by Gwyneth Paltrow's Goop as "a new standard" amid an "essentially unregulated" industry.
Kapitel 7
The Unregulated Beauty Industry
Beauty brands aggressively gender their products despite minimal functional differences. Men's products come in whiskey-like bottles with names like "18.21 Man Made" and "Every Man Jack," featuring dark packaging and scents like "mountain spice" rather than lavender. While the men's skincare market grows-projected to reach $166 billion by 2022-companies rely on gendered marketing rather than innovation. Meanwhile, the 18-22 demographic increasingly seeks gender-neutral options.
The Indie Beauty Expo represents the bleeding edge of skincare entrepreneurship-70,000 square feet of hopeful founders chasing breakthroughs with novel ingredients and marketing angles. These brands play faster and looser than mainstream companies, emphasizing "clean," "pure," and "cruelty-free" products while incorporating trendy ingredients like charcoal. The relationship with science is tenuous; claims of being "scientifically proven" abound, but questions about methodology are unwelcome.
The skincare industry thrives on expensive products with dubious claims. Dermatologist Leslie Baumann explains that many customers spend hundreds on luxury creams while neglecting proven basics like sunscreen and retinoids. She identifies several industry "hoaxes": peptides (short protein fragments that don't penetrate skin well), growth factors (complex signaling molecules that can't function in isolation), and "stem cell creams" (which can't possibly contain living human stem cells).
When writer Krithika Varagur published "The Skincare Con" criticizing the industry, the backlash was fierce, with consumers defending their personal experiences against what felt like gaslighting. The reality is that many turn to skincare after conventional medicine fails them, like journalist Maya Dusenbery, whose years of prescribed antibiotics for acne may have contributed to her developing rheumatoid arthritis. She eventually found relief by doing less-avoiding soap and harsh products that disrupt the skin's natural "acid mantle."
Starting a skincare business proves remarkably easy. Despite concerns about legality, there's minimal regulatory oversight. To test the system, I created a fictional men's skincare brand called "Brunson + Sterling: Menscare for Fucking Perfect Skin." I discovered I could legally use terms like "natural," "organic," "healing," and "age-defying" with virtually no restrictions. The FDA only requires registering an address-no ingredient lists, safety data, or proof of efficacy needed.
I created "Gentleman's Cream" by combining trendy ingredients like jojoba oil, vitamin C, collagen, turmeric, and coconut oil purchased from Whole Foods. The entire process cost just $150 and took an afternoon. Skin care products fall into three regulatory categories-soaps, cosmetics, and drugs-each with vastly different oversight. While drugs require extensive clinical trials proving safety and efficacy, cosmetics require no approval or safety testing whatsoever. The FDA can't even force recalls of dangerous products, relying instead on an "honor code" system.
Kapitel 8
The Hygiene Hypothesis and Immune Health
Living among rural communities, particularly the Amish, reveals populations with remarkably low rates of asthma, allergies, and skin problems. Their clear, healthy skin appears connected to their lifestyle rather than genetics alone. Allergist Mark Holbreich noticed the Amish had exceptionally clear skin and low allergy rates. Working with European researchers, he compared two genetically similar farming communities: the Amish in Indiana and Hutterites in South Dakota. Despite similar origins, asthma rates were four times lower and allergies six times lower among Amish children.
The key difference was farm proximity-Amish children interact directly with farm environments from infancy, exposing them to beneficial microbes. House dust from Amish homes contained seven times more immune-stimulating endotoxins than Hutterite homes, and even protected mice from allergic reactions when experimentally administered.
Our bodies contain an intricate lymphatic system that connects our heart and skin through white fluid carrying immune cells. These cells travel through lymph nodes, conducting surveillance throughout the body for foreign material. When they detect threats, they gather other lymphocytes to attack through inflammation-a process requiring careful calibration through constant training.
The immune system requires proper training through early exposure to recognize appropriate targets. Without this training, it may attack harmless invaders or even our own cells, causing autoimmune diseases. Modern lifestyles have dramatically reduced our microbial exposures-we spend 90% of our time indoors, obsessively sanitize our hands, and consume highly processed foods.
Strachan's research revealed that firstborn children are four times more likely to develop allergies than fifthborns, as exposure to siblings' germs provides immune protection. This "hygiene hypothesis" explains the dramatic rise of allergic diseases in developed nations where families became smaller, infectious diseases declined, and cleanliness standards reached unprecedented levels. Since the 1950s, hay fever, multiple sclerosis, Crohn's disease, food allergies, type 1 diabetes, and asthma have all roughly tripled.
Hygiene advocates like Sally Bloomfield worry about misinterpreting the hygiene hypothesis as meaning all cleanliness is harmful. She promotes "targeted hygiene"-focusing on disease-preventing practices like handwashing while acknowledging that excessive cleaning, like daily bathing, may be unnecessary. The challenge isn't simply doing more or less cleaning, but achieving a healthy balance between necessary hygiene and beneficial microbial exposure.
Kapitel 9
The Chemical Conversation of Life
Claire Guest, a medical researcher studying dogs' ability to detect cancer, noticed unusual behavior from her golden retriever Daisy. Instead of leaping from the car during a routine park trip in 2009, Daisy appeared wary while staring at Guest. Days earlier, Guest had felt a lump in her breast but ignored it. Daisy's reaction prompted her to get checked-biopsies confirmed breast cancer. This personal experience transformed her academic interest into a mission, leading her to found Medical Detection Dogs.
Dogs possess far more sensory receptors than humans and can detect the thousands of volatile organic compounds we emit through breath, mucus, urine, and skin. These VOCs form our unique "volatolome"-a chemical fingerprint that changes with disease states. Medical Detection Dogs has proven successful in detecting conditions like diabetes, Addison's disease, and even Parkinson's disease. Some nurses and researchers claim they've developed the ability to smell certain diseases after extensive training with the dogs.
The science connecting disease detection to skin microbiome is emerging. Guest believes the microbiome is central to this phenomenon-disease-related changes in our bodies alter our microbiomes, which then produce different volatile compounds. For instance, Parkinson's disease has long been associated with changes in skin sebum, which could affect the microbiome and resulting volatiles.
Beyond cancer detection, researchers are exploring how dogs can identify malaria carriers. In Gambia, dogs correctly identified 70% of socks worn by malaria-infected children, even detecting cases with parasite levels below standard test thresholds. The ultimate goal is developing "electronic noses" that detect the specific compounds dogs respond to.
If humans evolved as social creatures, why would we develop repulsive body odors? Our feet may have evolved to produce sweat containing leucine specifically to feed bacteria like Bacillus subtilis that produce the "hot trash" smell but also generate compounds lethal to fungi. Before antibiotics, even minor foot infections could be fatal, so harboring these protective bacteria offered a survival advantage that outweighed the social costs of smelly feet.
Our bodies emit hundreds of subtle volatile chemical signals that may play crucial roles in communicating with other people and species. These airborne compounds form our "volatolome"-potentially tens of thousands of chemicals creating trillions of permutations that account for our individual scents. Stress and anxiety clearly affect these emissions. Even plants communicate through chemical signals, forming an "infochemical web" that conveys information about threats, resources and identity.
Kapitel 10
The Probiotic Revolution
At Baltimore's Natural Products Expo, wellness vendors hawk everything from collagen drinks to Himalayan sea salt, with "probiotic" products for skin representing a rapidly growing category that challenges traditional hygiene concepts. The term "probiotic" has become a marketing buzzword with inconsistent meaning across products.
Most contain Lactobacillus bacteria, though product efficacy varies widely since bacteria must remain alive to qualify as probiotic. Preservation methods like freeze-drying help deliver consistent products, but some "probiotic" items actually contain bacterial lysate-dead, broken-down bacteria with unclear effects. Companies like LaFlore and BIOMILK offer expensive probiotic skin products with minimal evidence of effectiveness, while others market "prebiotic" products claiming to feed beneficial skin microbes.
AOBiome, founded by MIT-educated chemical engineer David Whitlock (who famously claims not to have showered in fifteen years), sells bacterial sprays under the Mother Dirt brand. Their flagship product contains Nitrosomonas eutropha, bacteria they claim once naturally colonized human skin but disappeared due to modern hygiene practices. The company suggests reintroducing these bacteria improves skin conditions from sensitivity to oiliness by restoring natural bacterial balance.
While initially marketing consumer products, AOBiome has evolved into a "clinical-stage microbiome company" developing pharmaceutical treatments for conditions like acne, eczema, and allergies. CEO Todd Krueger acknowledges most people won't abandon showering but maintains that "showering with chemicals is probably not your best solution" and "anything with a preservative is probably damaging some part of your microbiome."
Major soap companies are pivoting toward microbiome-friendly marketing. Dove launched a campaign advising parents on "caring for baby skin's microbiome," promoting their Baby Dove Tip to Toe Wash with "prebiotic moisture." This represents a delicate balancing act-selling soap while implying soap is problematic-as companies try to position themselves for a market increasingly aware of beneficial bacteria.
At the National Institutes of Health, Julie Segre pioneered mapping the skin microbiome, which she calls "our second genome." Her colorful map resembles ancient world maps-best estimates based on limited knowledge of a newly discovered "organ." The skin hosts about a billion bacteria per square centimeter across hundreds of species, varying by skin environment (oily, moist, or dry). Moist areas like armpits harbor the highest bacterial biomass, while different regions host distinct microbial communities regardless of proximity.
Kapitel 11
Balancing Global Hygiene Needs
This chapter explores the global imbalance in hygiene resources, contrasting excessive consumption in wealthy nations with critical shortages elsewhere. Shawn Seipler founded Clean the World after realizing hotels waste approximately five million soap bars daily. His organization recycles partially used hotel soap, melting and reshaping it into fresh bars distributed to people in need-sending fifty million bars to over one hundred countries.
The "global water crisis" affects 60% of the world's population living in "water stress" without reliable access to clean drinking water. In Mozambique, half the population lacks safe water, with people like Meldina Jalane spending childhood carrying water from distant boreholes. Despite water scarcity, maintaining cleanliness remains a priority for social mobility.
Menstrual hygiene represents a critical yet often overlooked global health challenge. In countries like Nepal, strong stigma around menstruation causes young women to miss school 4-5 days monthly due to lack of hygiene management resources. In Mozambique, only 25% of rural schools have restrooms. This lack of facilities and privacy leads to girls falling behind academically and often dropping out entirely.
Douching may represent the first widely recognized instance of hygiene practices negatively affecting the microbiome. Despite being marketed for decades as necessary for feminine hygiene, epidemiologists eventually linked douching to higher rates of infections. Yale public health dean Sten Vermund concluded in 2002 that cleansing depletes normal vaginal microbes, creating an "ecological niche" for sexually transmitted infections.
Most infectious disease comes down to waste management, yet Americans have made surprisingly little progress in anal hygiene. Despite our prosperity, we still rely primarily on dry toilet paper while much of the world has discovered bidets. Meanwhile, across the world, nearly seven hundred million people must defecate in the open, lacking even basic latrines.
In Copenhagen, skin ecologist Jenni Lehtimaki discovered public parks where children interact with farm animals, providing exposure to beneficial non-human microbes. Similar nature-based approaches to childcare are spreading, with Finnish programs where children spend entire days outdoors regardless of weather. Lehtimaki's research found greater skin microbiome biodiversity in children attending these nature-based programs compared to traditional daycare.
Frederick Law Olmsted revolutionized public health through urban parks, arguing that soldier wellness was strategic during the Civil War. His Sanitary Commission became the core of the American Red Cross. Olmsted's vision extended beyond Central Park to parks nationwide, protecting spaces for social mixing and air circulation as cities rapidly grew.
While Olmsted worked in America, Florence Nightingale led nurses to British military hospitals in Crimea, where she found appalling conditions. Believing men needed air, she directed a Sanitary Commission to create new doors and windows. Death rates reportedly plummeted from 40 to 2 percent. Her book "Notes on Hospitals" advocated for ventilation and less-cramped conditions, predicting modern urban challenges.
The wellness industry now sells isolation rather than connection-from Deepak Chopra's "wellness real estate" with elaborate air filtration to countertops designed to kill all microbes. Yet evidence suggests the opposite approach would be healthier: maximizing social bonding and exposure to beneficial microbes. The most urgent health needs globally remain clean air and water, toilets, social connection, nature exposure, and safe environments for active living-not individualistic self-care products.
