Soft Life, Hard Reality: Can We Really Afford the ‘Soft Girl Era’?
- Jomanda Heng
- Jul 5
- 3 min read
Updated: Jul 6
Slow mornings. Matcha lattes. Spa days. Silk robes. The “soft life” has become the ultimate aspiration — a lifestyle defined by ease, self-care, emotional peace, and luxury. Coined originally by Black women online as a way to reclaim rest and femininity, the soft life has evolved into the aesthetic blueprint of TikTok and Instagram. Enter the “soft girl era” — pastel tones, glowing skin, curated coffee corners, and a steady stream of ‘treat yourself’ reels.
But behind the filters and journaling routines, one question keeps poking through like a chipped gel nail: Is this life actually sustainable — or even real — in today’s economic climate?
The Rise of the Soft Life
At its heart, the soft life is a rebellion — against hustle culture, burnout, and toxic productivity. It offers an escape from the grind, promising instead a world where emotional well-being trumps career ambition, and life is lived slowly and intentionally.
Social media took that sentiment and wrapped it in cashmere. Think: bubble baths with books, skincare fridges, solo staycations, weekly pilates, and “clean girl” aesthetics — all subtly suggesting that healing and softness are things you can buy.
But here’s where things get complicated.
The Reality Check: Rent, Inflation & the 9–6 Grind
Let’s break down why the soft life fantasy clashes with financial reality — not just in Malaysia, but globally:
Region / Country | Overall Inflation | Rent Increase (YoY) | Minimum Monthly Wage (USD) |
Global Average | ~8–10% (2024 est.) | +18% since Jan 2023 | — |
United States | ~3–4% (2024) | +3.2% (May 2025) | $1,218 (Federal baseline) |
European Union Avg. | ~3% | Avg. +3.1% (UK +9%, Turkey +117%) | $950–$3,500 depending on country |
Australia | ~7% (2022–2023) | +10.1% | $2,562 |
Mexico | ~4.75% | N/A | ~$420 |
Poland | ~5% | +11% | ~$1,100 |
Germany (2025) | ~2.5% | +5.8% | $2,330 (rising to $2,500) |
Luxembourg | ~3% | N/A | $3,500 (highest globally) |
(Source: World Bank, AP News, Reuters, Rippling)
Now pair that with the cost of living:
Urban rent hikes (+10–117% in places like Turkey or major cities)
Soaring grocery prices in low-income regions (food inflation >5% in 76% of such nations)
Wages that often lag behind inflation
Suddenly, the weekly massages, aesthetic cafes, and “no-work Mondays” look more like a reel than reality.
Aesthetic vs Authentic: When Softness Becomes a Brand
There’s nothing wrong with romanticizing your life — in fact, many find joy in small luxuries. But as the soft life trend becomes more commercialized, it’s worth asking: is this self-care, or just subtle consumerism?
Brands have caught on quickly. From curated “soft life” boxes to targeted ads for $70 silk pillowcases, companies have rebranded emotional rest as a luxury commodity. Even influencers known for promoting softness have started quietly pivoting to monetized content, brand deals, and lifestyle coaching — ironically, returning to hustle culture in pastel packaging.
The New Soft Life: Redefining What “Ease” Means
So, is the soft girl era dead? Not quite. But it needs a reboot.
More and more people are redefining softness on their own terms:
Softness as boundaries — saying no to burnout jobs, yes to mental health days
Softness as community — leaning on friends instead of pretending to be the main character 24/7
Softness as rest, not reward — taking breaks without guilt
Softness as realism — accepting that not every day is a candlelit journaling session
Maybe the true soft life isn’t about luxury at all — maybe it’s about resilience and intentional peace, especially in a world that profits off your exhaustion.
Final Thoughts
The soft life trend started with a powerful message: you deserve peace. But as with many aesthetic-driven movements, the original meaning got muddied in the pursuit of virality and marketability.
Still, there's hope. If we can strip the trend of its performative sheen and get back to its roots — choosing rest, setting boundaries, prioritizing well-being — then maybe, just maybe, the soft life isn’t a fantasy. It’s a necessity.
References:
World Bank (2024). Global Inflation Tracker. https://www.worldbank.org
AP News (2024). “Minimum Wage Trends in Latin America.”
Reuters (2025). “Germany Proposes Minimum Wage Hike to €2,500.”
Rippling (2024). “Where Are The Highest (and Lowest) Minimum Wages Globally?”
Vox (2023). “The Soft Life Isn’t Soft When It’s Performed for Social Media.”
The Guardian (2024). “Is Hustle Culture Dead — or Just Rebranded?”
The Uncommon Breed
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