Lucy, 33, from Sydney's northern beaches thinks nothing of spending $9 on a loaf of artisan sourdough to make the kids' school lunches, or $7 on two litres of milk, and they're just the basics. "I buy only organic, free-range eggs because they're best for you," she says, "my meat is grass-fed and organic, I buy sustainable fish. I try and buy organic vegies. My beauty products are all natural, non-negotiable. I think it's worth it."
Is this you? Into your collagen supplements, fresh almond milk, cold-pressed juices, grass-fed meats, all-natural skincare, chia seeds, maca, cacao … they're all symbols of the new luxury that's taken over.
Because it just doesn't matter how many LVs you own anymore. If you don't think "sustainable" when purchasing or still buy your bread at Coles, you're not part of the upper echelon of society, symbolised by the advanced wellness trend that shows no signs of abating.
It used to be that we'd show off a new car or designer handbag. But now it's how many supps you're taking, whether you know the difference between "pastured" and "pasteurised" (comment below if you do! ), and if you'll go the extra mile to find an all-natural moisturiser.
There are elite exercise classes like Xtend Barre that cost around $29 a pop, all of those organic ingredients and produce to make green smoothies, exxy vitamin and mineral supplements, and let's not forget the gear - 'cause you have to be dressed right for this gig. Indie brand tights are not priced like they were made in China like the big labels.
"People are investing in themselves as a product. As well as having the flash outfit, they want to have the flash body and beauty shelf that goes with it. I think social media plays a big part - communicating with a wider circle of friends through photos has made many of us more conscious of our image," says Professor Rohan Miller, senior lecturer at University of Sydney Business School and expert in consumer marketing.
Because while we can't all get rich, we can all get healthy, or at least try.
"This group of people are striving to live until their 80s or 90s," says Miller, "and yes they might believe they're a little superior because they're more aware, educated about food and health and are prepared to adhere to their discipline."
And while buying organic cold-pressed body oil isn't necessarily a cheap trend, it's an easier one to buy into than a Chanel handbag.
"I'll go into a health food store or beauty shop and come out $200 poorer, but I justify it because I'm like, 'that's money that's going to make me lead a longer, happier, healthier life'," says Sarah, 29, from Cronulla.
Miller confirms people are now happier to spend more money on things that would have once been a much smaller percentage of their budget. "People are doing the mental arithmetic," he says, "once upon a time people would buy food for value but they're now thinking, what's it going to cost me in weight, rather than just the face dollar value."
And while you'd never brag about how much money you made, health bragging has become the ultimate boast. "It's like, look how much money I spent on this almond-milk-tahini-caramel-chia-seed-smoothie at Orchard St, or this impossibly pretty organic face oil and you post a picture on Instagram," says Sarah.
"People are realising you can't look like Bella Hadid just by buying her clothes, you need to embody her whole beauty and health lifestyle to get that glowing skin. Plus, it's a much more interesting and cool to post about your Saturday morning farmer's market visit and Sunday's self love bath session on social media, than being hungover on the couch."
Feeling good. That just might be the ultimate luxury.
PHOTO: Uber influencer @mimielashiry is much more likely to be talking about her love for all organic, natural products than any LV bag.