The Brief: Treat yo self or #treatyoself is a way to practice self care through unnecessary, lavish consumerism.

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DEEP DIVE

Treat yo self or #treatyoself is a way to practice self care through unnecessary, lavish consumerism. The term was popularized by the Parks and Recreation episode “Pawnee Rangers,” in which characters Tom Haverford (Aziz Ansari) and Donna Meagle (Retta) go to the mall once a year and buy expensive clothes, accessories, spa treatments, and accessories.

The phrase can also be used more broadly to refer to self care.