The wellness industry sells good habits to those who can afford them but don’t need them. Superfoods for super dudes.

Turmeric, quinoa and curecumin; so easy to sell, even if hard to spell. Actually, it might be curcumin. Or cumcurin?

Not cucumber, which isn’t considered a superfood, despite those sandwiches having kept our Queen alive for longer than any other celebrity.

And I bet you Ma’am doesn’t take rhodiola root powder in her Earl Grey.