‘Eat more chocolate to improve your life.’ ‘Chocolate is not a guilty treat, it is a way to become more beautiful, thinner, energized, and stress free.’ These are the sentiments of a range of wellness related chocolate products for women on the market today. Instead of a sinful indulgence, why is some chocolate today seen as exactly the opposite: an essential part of healthy and wholesome life? How did chocolate become not only a “superfood” but also a beauty product? While it may be surprising to see a chocolate bar marketed as a beauty product, by looking back at the historical intersections of health, gender, and chocolate, we can see that this type of product has a more logical origin story than one might think.
In an increasingly “wellness” focused culture, the nutrition industry has boomed. Guides to healthy eating, while not a new phenomenon, have increased in number and variety. From paleo diets to vegan cookbooks, there is a huge market for nutrition-based wellness products.
Chocolate as a multi-billion dollar global industry has, unsurprisingly, not escaped becoming part of this trend. Chocolate has emerged in a number of different veins of the wellness industry including medicine, nutrition, and beauty, often with a focus on marketing to women in particular. Compared to other chocolate marketing towards women, focused on chocolate as an indulgence, even an out-of-body moment of bliss, the wellness industry has found a different way of marketing chocolate to women through the wellness industry.
For instance, Goop, Gwyneth Paltrow’s natural health company published a wellness article on its site titled “The Good-for-You Chocolate Guide.” The article, a question and answer session with Dr. Sara Gottfried, touts the health benefits of chocolate as a “superfood” that is a “functional medicine for your DNA.” It goes on to cite a number of studies that found health benefits associated with chocolate consumption, and concludes with a list of Goop’s “Good-for-You Chocolate Round-Up.” The selection highlights chocolate makers that are part of the “bean-to-bar” chocolate industry, including Dandelion Chocolate and Ritual Chocolate. In this way, even though the artisanal chocolate products Goop is recommending are not specifically targeting a health and wellness market, this type of limited-ingredient, carefully sourced chocolate has clearly been embraced by the wellness industry as part of healthy lifestyle.
Yet, beyond the promotion of this luxury small-batch chocolate, the wellness industry has brought about the creation of chocolate products designed and marketed specifically as wellness enhancing. Like chocolate in general, these products are marketed largely to women as part of a self-care regiment designed to improve and perfect their appearances, and thereby their lives, from the inside out. While there are a range of chocolate products marketed to improve certain aspects of women’s health and lives, one of the most striking and prevalent trends in this area is chocolate designed and marketed to be beauty enhancing.
One example of this is Beauty Bar Chocolate, a small company selling a single chocolate bar that is sugar-free and made from “raw chocolate.” It’s creator, Candice Puthawala, states that it is intended to help women “relieve stress, fight fatigue and balance hormones all while giving your skin that natural spa glow.”
Similar products on the market include Addictive Wellness’s Beauty Chocolate Bar, Sakara’s Beauty Chocolates, and Freaky Health Chocolate’s Beauty Bar. These products, packaged in pink, and modeled on the tongues of beautiful smiling women, are directly, and arguably exclusively, targeting female consumers.
Interestingly, the beauty enhancing ingredients in these products are mostly additive. Beauty Bar Chocolate lists its ingredients as Cacao Butter, Raw Cacao Paste, Lakanto Monkfruit, Sunpotion Rhodiola, Pearl, Organic Vanilla Extract, and Himalayan pink salt. The packaging identifies rhodiola as the stress relief, energizing, and hormone balancing product, pearl as providing the collagen boost for better hair, skin, and nails, and finally raw cacao as the ingredient that “creates feelings of bliss and calming energy.” If one were just to look at the ingredient label, the significance of the chocolate itself to these beauty enhancing products might be somewhat unclear. Yet, through a historical examination of the centuries old intersections of chocolate, health, and gender, a clearer picture takes shape.
History of Chocolate and Health:
Associating cacao with medicinal qualities and health benefits is not a new or uncommon link. Chocolate has historically been consumed for its health benefits. According to scholars Sophie and Michael Coe in their book The True History of Chocolate, when it was adopted and adapted to European contexts, one of the primary purposes and places of chocolate as it spread across Europe in the sixteenth century was its use as a medicine within the humoral system (126). However, according to one French writer in 1862, due to new scientific discoveries that were replacing the humoral system with a more modern understanding of the body and medicine, the therapeutic virtues of chocolate understood through humoral medicine had been widely debunked as well (Coe 233).
While chocolate has long been associated with health and medicine, “wellness” has brought new meaning to chocolate as a treatment. Although scientific research has, inconclusively, found potential health benefits to chocolate consumption, when it comes to the women’s wellness market, the narrative around chocolate is less about its possible cardiovascular health benefits and more about things like getting a better complexion, losing weight, lowering anxiety, and having more energy. This is not to say that one of these things must be at the exclusion of the other, for instance lower stress and anxiety is likely linked to improved heart health, yet the marketing of one benefit and not the other is significant, and reflects the historical intersection of chocolate, health, and gender.
History of Chocolate and Gender:
According to scholar Emma Robertson, chocolate became feminized in the west during the industrialization of the nineteenth century (20). Women were tasked with providing chocolate to their families, making them both primary producers and consumers of chocolate. As Robertson highlights, the marketing of chocolate products beginning during this era played on the image of the ideal housewife and mother as one who could provide this wholesome product to her family (20). In this sense, chocolate—in the right context and form—was already seen as a “wellness” product associated with a femininized idea of wholesomeness and health. Yet, since women were seen as belonging to the domestic sphere and as care takers of the family, this connection between chocolate, women, and wellness was directed outward; a woman were meant to provide chocolate to her family to ensure their holistic wellness, not her own.
Robertson’s analysis goes on to examine the ways in which advertising shifted, evolved, and expanded into the twentieth and twenty-first centuries to portray women as paid workers in need of the energy boost provided by chocolate (20). Robertson identifies World War II as a unique moment in chocolate advertising towards women (24). Because women were needed in the paid work force, chocolate marketing towards these working women focused on chocolate’s energizing nutritional value. This progression in the marketing of chocolate to women provides valuable historical context to the contemporary trends in the intersection of the wellness industry and chocolate products today.
Gender and Class in ‘Beauty Chocolate’ Today:
Today we continue to see chocolate marketed as an energy boosting substance for women in the wellness industry, yet in this context, the message is less about workplace productivity and more about a broader idea of self-improvement and lifestyle enhancement.
For instance, Beauty Bar Chocolate claims that the cacao in their product gives its consumers a “calming energy.” Founder, Candice Puthawala, states that eating her chocolate daily will bring women “peace, focus, and glowing skin.” By offering peace and focus, this wellness-oriented chocolate product urges women to cultivate a balanced and tranquil life. The implication of such a product is that it generates beauty from within; an inner beauty that nonetheless is clearly visible on the surface in the form of beautiful skin, hair, and nails. Here we see a clear link between physical health and feminized beauty standards.
To add another dimension to the intersection of health and gender in the context of chocolate consumption, it is crucial to address the class dynamics of these types of wellness products. As scholar Julie Guthman writes in “Fast Food/Organic Food: Reflexive Tastes and the Making of ‘Yuppie Chow,’” “…craft production and crafted bodies raises some class and gender issues that, at the very least, complicate the new politics of consumption.” Guthman continues by writing that the false dichotomy between organic food and junk/fast food suggests that “’good’ food is out of the economic and cultural reach of non-elites…[and] it contributes to the pervasive social nagging about body norms,” (497). In terms of this good/bad food dichotomy, chocolate reflects other food products shaped by the gender and class norms Guthman highlights.
This is especially true in a product like chocolate, which has such a rich and culturally complex history. Walking the line throughout history—and crossing back and forth depending on the context—chocolate has the identity as both a health food or medicine, and as a treat associated with indulgence and sin. While the same type of chocolate product has been considered both at different points in history as trends and information about diet, nutrition, and health evolve, the wellness industry has had a significant role in widening the divide between chocolate that is ‘good food’ and chocolate that is ‘junk food.’
The wellness industry has created a space for small craft chocolate makers to dominant the market. Compared to the heavy weights in the chocolate industry like the Hershey’s and Mars companies, small chocolate makers have an advantage in the wellness market because consumers are looking for “natural,” “pure,” and “healthy” chocolate products, and do not want products associated with candy or “junk food.”
The Goop article reflects this concept of “good food” in its discussion of how, as a consumer, to decide which chocolate to eat. When asked what to look for in a chocolate product, Dr. Sara Gottfried states that she recommends “organic, soy-free, dairy-free, gluten-free chocolate.” The market power of these qualities within the wellness industry can also be in the marketing of beauty chocolate. Freaky Health Chocolate products, for example, are vegan, and gluten, sugar, and soy free. Goop’s article also highlights the concept of purity as associated with health, writing “The purest and healthiest way to experience chocolate is by eating the cacao bean straight, with zero added sweeteners or extra processing.”
Beauty Chocolates by Sakara, for which a one month supply is priced at $45, has a label reading “eat clean eat whole.” Clearly, this product is out of the reach of Guthman’s “non-elite,” reflecting a link between health, beauty, and wealth embraced and perpetuated by chocolate products in the wellness industry. The idea of “eating clean” also has some connotations of morality, as if to say that those who choose to eat “clean” “pure” foods are treating their bodies better than those who eat—by choice or necessity—processed, fast, or junk foods. While Guthman points out that the labels assigned to the different types of foods—often in distinct price ranges—are neither accurate nor necessarily mutually exclusive, the use of these labels is extremely prevalent in the wellness industry.
In the case of beauty and health chocolate, these ambiguous marketing buzzwords may represent an attempt to evoke common myths—or at least, unproven claims—about the beneficial properties of “clean, pure, raw” chocolate.
Despite various studies and wide spread claims, the scientific evidence about the health benefits of chocolate consumption remains inconclusive. According to psychologist David Benton, “there is no convincing evidence that there are substances in chocolate that act directly on the brain in a pharmacological manner,” and yet claims of chocolate’s hormonal mood boosting effects abound in the wellness industry’s marketing of chocolate products. In the Goop “Good-for-You Chocolate Guide,” interviewee Dr. Sara Gottfried claims that 70% cacao dark chocolate lowers cortisol levels and raises serotonin levels in the body. While there may be some evidence pointing to the validity of these claims, Benton argues that this is not due to the direct pharmacological properties of cacao, but the result of the attractive taste of chocolate products, “the combination of sweetness and fat [that] approaches the ideal hedonic combination,” (206).
In this sense, though chocolate might not necessarily make you more beautiful—and therefore, it is probably better to pay for high priced bars only when it is associated with better labor practices in the chain of production, and not in the hopes of it providing superior curative and life-enhancing power—yet if the attractive taste of the chocolate itself makes you happier, this fact alone makes it part of a good self-care regime and a sure-fire way to improve your wellness.
Work Cited
Coe, Sophie D., Michael D. Coe. The True History of Chocolate. Thames and Hudson, 1996.
Benton, David. “The Biology and Psychology of Chocolate Craving.” Coffee, Tea, Chocolate, and the Brain, edited by Astrid Nehlig, CRC Press, 2004, pp. 205–18.
Guthman, Julie. “Fast Food/Organic Food: Reflexive Tastes and the Making of ‘Yuppie Chow.’” Social & Cultural Geography, vol. 4, no. 1, 2003, pp. 45–58. hollis.harvard.edu, doi:10.1080/1464936032000049306.
“Our Story.” Beauty Bar Chocolate, https://beautybarchocolate.com/pages/about-us.
Robertson, Emma. Chocolate, Women and Empire: A Social and Cultural History. 2009.
“Sakara Beauty Chocolates.” Sakara Life, https://www.sakara.com/products/beauty-chocolates.
“Shop Freaky Health Chocolate.” Freaky Health Chocolate, https://freakyhealthco.com/. Accessed 3 May 2019.
“The Good-for-You Chocolate Guide.” Goop, 23 Feb. 2017, https://goop.com/wellness/health/the-good-for-you-chocolate-guide/.
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