I love it, but I know every “clean girl” aesthetic, every dewy no-makeup makeup routine and every “morning shed” ritual is just another layer of consumerism dressed up as self-care. But knowing doesn’t stop me. If anything, it makes me more fascinated. I don’t just want to use these products — I want to understand why we want them so badly in the first place.

While the pandemic has pushed some of Boston’s Valentine’s Day shoppers online, businesses that typically experience a surge around the holiday say demand remains high.