From aiding weight loss to protecting against diseases, the alleged benefits of ‘clean eating’ are vast and varied. Bloggers have built careers around this lifestyle, while brands have gained new health-conscious audiences – but the critics now rival the advocates. Are people fed up with this fad?

Wellness brand Goop has come under fire for peddling ‘alternative medicine’ with pseudoscientific claims – yet the backlash had little effect on fans. Amid increasingly unaffordable healthcare and falling pharmaceutical trust, how are unconventional remedies giving people a sense of control?

While Americans used to look to doctors and nurses for the final word on medical matters, that’s not always the case nowadays. Influenced by social media gurus and aided by digital tracking tools, the ‘worried well’ are taking a proactive approach to health that minimizes input from professionals.

Gwyneth Paltrow’s astonishingly popular Goop magazine is adding categories to its wellness stories. The move aims to bring transparency to products it advertises – and ultimately sells – following years of criticism from the scientific community over the robustness of the brand's claims.