Sisters! Tired of heeding your “mammal-brain instinct”? Ready to find your inner light on an Instagram-perfect, man-free, dry island in Finland while doing yoga to Drake and eating almost nothing? As Merin Curotto reports at Observer, for the small, small fee of nearly five thousand dollars, you too can apply to become a SuperShe.
Roth sold her $45 million tech consulting firm in 2016 and launched a blog to help women discover the best version of themselves—or become, as she brands it, SuperShes. The Instagram-ready mix of inspiring profiles, travel guides and recipes for chia seed breakfast pudding proved hugely popular among the Goop-set of wellness-obsessed women with money to spend. Soon, Roth’s blog evolved from photos of healthy-looking food and even healthier-looking women to real-life meet-ups and retreats. SuperShe Island, which officially opened in July, is the physical manifestation of Roth’s vision, a carefully programmed oasis of female empowerment.
So far, more than 8,500 women have applied for SuperShe membership, and just under 2,000 have been accepted. They’ve all answered yes to the question, “Have you ever wanted to run away to a deserted island, breathe fresh air, swim naked in the sea, and sleep under the stars?” I am among the lucky 120 to have actually made it here (though in fairness I did not pay $4,675 to do so—I was invited by the SuperShe publicist).
On arrival, SuperShes are greeted by a network of stone paths that lead from a dock into a canopy of pines with roots that knuckle the shore. With the exception of a free-standing Finnish sauna and some reiki yurts, the island’s main structures consist of four immaculately decorated guest cabins—Fire, Earth, Water and Air—with walls that glide open into wrap-around decks dotted by pod chairs. The bathrooms are wombs of white subway tiles divided by white glitter grout, and the beds are the best that money can buy—Hästens, which are Swedish, and cost, somehow, up to $150,000. Next to baskets of soap that smell like bright citrus are $2,000 toilets that incinerate poop. Graffitied walls exclaim, “Yaaaaaas!” or “No Bra? No Problem!” and there are fake silk flowers in real silver vases and actual fur blankets and rugs. On the doorknobs hang sleep masks to block the 19 hours of sunlight, and the pillows are tufted by palm-sized tubs of SuperShe balms that—unlike the cabins, which were made for women by men—are “MADE FOR SUPERSHES BY SUPERSHES.”