Errmann, AmyLeban, Marina2025-11-172025-11-172026Journal of Business Research, ISSN: 0148-2963 (Print), Elsevier BV, 203, 115768-115768. doi: 10.1016/j.jbusres.2025.1157680148-2963http://hdl.handle.net/10292/20127Amid the broader cultural rise of contemplative traditions, social media influencers, particularly those promoting mindfulness, blend commercial self-promotion with the ideological commitments of this philosophy. This study examines how they navigate authenticity and commerciality by repackaging mindfulness into marketable products. Using a qualitative analysis of 16 mindfulness influencers on Instagram, we identify two strategies, discourse and practice, that enable them to maintain authenticity while commercializing a belief system. Our findings challenge the assumption that authenticity and commerciality are inherently oppositional. This study demonstrates how these dynamics can coexist, while raising ethical concerns around authenticity inflation, informal expertise, and the monetization of belief systems.© 2025 The Author(s). Published by Elsevier Inc. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).http://creativecommons.org/licenses/by/4.0/35 Commerce, Management, Tourism and Services3506 MarketingComplementary and Integrative Health1505 MarketingMarketing35 Commerce, management, tourism and servicesJournal ArticleOpenAccess10.1016/j.jbusres.2025.115768