VitalityVice is where wellness meets indulgence. We take a modern realist approach to wellness; living well doesn’t mean giving up, well … living! We realize that thought and emotion must be in harmony not at war, in order to live with integrity. We know what makes a remedy, ritual or routine, practical or sustainable, is already being a vice. We find these inherent intersections of self-care and self-indulgence across all areas of lifestyle, from nutrition and fitness to mindset and beauty. We share awareness that health and happiness are not merely compatible, they are inseparable. Be healthy … happily! Welcome to VitalityVice!

VitalityVice reclaims indulgence as a healthful part of human nature, rejecting any hypocritical stigma that distorts pleasure-seeking as painful. Our philosophy aligns with historical movements that liberated people from fear and superstition. The Renaissance revived sensual joy in the arts. The Enlightenment promoted rational fulfillment. Romanticism celebrated passion in individuality. The Sexual Revolution exulted bodily autonomy. Each movement dismantled repressive norms, showing mindful indulgence fosters vibrant lives. VitalityVice lifts up this torch to advance healthy indulgence with a touch of “naughty” defiance.

VitalityVice isn’t pairing the somewhat healthy with the somewhat harmful and calling it even. It’s realizing that if something isn’t both healthy and an indulgence then it ultimately isn’t either. If a vice provides merely superficial or fleeting benefit it is merely a superficial or fleeting vice. Self-indulgence is personal and hierarchical and multidimensional but foremost it’s self-sufficient. Wine alone can be healthy. Chocolate alone can be healthy. No need to pair them with anything. Otherwise they would not really be VitalityVice.

The term “vice”, which derived from its Latin root meaning “in place of”, originally carried a neutral connotation of substitution or support, as seen in titles like Vice President, where one stands in for another, without moral implication. However, over time the meaning of “vice” was inverted — redefined as a “harmful help” — an oxymoron used to demonize indulgence and obscure its more comprehensive and healthy applications. VitalityVice rejects this distortion and reclaims “vice” in its original form; as a help, not a harm.