India, May 1 -- An inordinate number of health influencers online are talking about the "cortisol belly" and "cortisol face," claiming that this phenomenon is caused by the excess release of the body's main stress hormone. They're also offering prevention strategies that range from scientific to anecdotal along with before-and-after visuals (see right) that can convince even the hardest of sceptics. No wonder hashtags like #CortisolBelly, #HormoneBalance, and #NervousSystemRegulation are trending on social media, with Google searches for these terms spiking, especially in Western countries. Health experts warn that this trend repackages diet culture as 'self-care' and 'hormone healing'. "'Cortisol' is a buzzword used to sell products or diets, which usually aren't backed by solid science. A more balanced approach is to manage stress through healthy habits like sleep, exercise, and relaxation," suggests Dr Himika Chawla, senior consultant, endocrinology anddiabetology at PSRI Hospital,Delhi.These trends can also increase the likelihood of individuals focusing more on their appearance, rather than holistic well-being. Cortisol is integral for the body's stress response, bloody sugar regulation, and fighting infections. "Trends like this often pathologise normal body variations, leading to feelings of shame, inadequacy, or failure if one doesn't 'fix' their body," says Dr Preeti Singh, senior consultant in clinical psychology, Paras Health, Gurugram, adding, "Women who face societal pressure and low patience for long-term results may be drawn to these quick fixes as social media becomes the modern-day Bible for health and wellness advice."...