Somewhere between my third Sunset Blush at a rooftop bar in Bandra and a scroll past yet another perfectly placed #vacationface, I realised what we respond to now is the residue of having been elsewhere rather than just a flex of plane tickets. Cheeks look toasted, hair smells faintly of sea salt (or a very convincing spray). Dark circles pass as jet lag chic. The ‘vacation glow’ has moved from souvenir to signal, a suggestion that you briefly stepped outside your own life.
Meanwhile, real rest has become one of modern India’s rarest indulgences. Work trips pretend to be holidays, holidays turn into remote offices and ‘ease’ becomes an aesthetic. In that gap, beauty products inspired by vacation function as a loophole. We lather ourselves in oils and mists that promise private island sheen and vacations in a bottle without having to work out the logistics of it. Product language increasingly leans into restoration and exposure to the outdoors: glow drops, recovery serums, skin resets, sunlit finishes. The promise is a way to hold on to how you looked after time away.
Beauty often becomes recovery; products like botanical oils and naturally scented self-care hold firm as brief sensory suspensions from our routines. The afterglow economy is built on extending a feeling that’s meant to fade, because letting it disappear feels like slipping back into something heavier.
The so-called soft life shows up online as a particular look: linen breakfasts, muted vlogs, days edited to feel spacious and unhurried. Living at that pace, though, is far harder to sustain alongside full workloads, family responsibilities and the expectation of constant availability. So what am I really buying into the next time I scroll past a #afterglow post on my feed? You could say a permission slip. In a culture that rarely builds those boundaries into everyday life, this version of afterglow steps in as a substitute.
And this is where the truly modern twist lands: We’re still longing for the vacation in the Maldives, but also the ability to be read as someone who can leave and rest.
“I’m not reachable,” is a muscle many of us haven’t exercised in years. We crave distance, but because absence here comes with friction: the guilt of not replying, the follow-up messages checking in, the expectation that unavailability needs explanation. So when the vacation itself isn’t possible, what we reach for instead is the suggestion of it. The glow that implies time away, even when we’re still very much here. Someone saying “You look so rested” can spark more joy than the weekend you didn’t get to switch off.
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