When wildfire ripped through Hawaii’s Maui last August, the impact was devastating: a whole town reduced to ashes, more than 100 lives lost. The inferno was described as the “largest natural disaster in state history.”

But some on Instagram suggested, without evidence, there was something much more nefarious at play.

Wellness influencer @truth_crunchy_mama told her 37,000 followers to “stop blaming things on nature that were actually caused by the government.” They’re “going to keep setting wildfires until we all submit to their climate change agenda,” she said in another post.

Health influencer @drmercola suggested to his 504,000 followers whether, while the media focused on climate change, the fires might have been deliberately set to “to facilitate a land grab” to make the area a “smart city” — referring to a technology-focused urban design idea.

A natural parenting influencer, whose Instagram page is filled with soft-focus pictures of herself against pretty pastel backgrounds, inferred to her 76,000-strong community that Hawaii’s wildfires were started by “directed energy weapons” — systems which use energy such as laser beams.

These posters are all wellness influencers — a loosely-defined umbrella term for a wide range of accounts including yoga, lifestyle, fitness, alternative health and new age spirituality.

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But for years there has been a merging of wellness, disinformation and conspiracy, as a subset of influencers use the backdrop of aesthetically pleasing, pastel-colored posts to spread much darker messages, weaving together alarming conspiracy theories with calls for users to buy their supplements or services.

This phenomenon exploded during the pandemic, when anti-vax sentiment took hold in large parts of the wellness community. As interest in the pandemic waned, experts say some wellness influencers have latched on to climate change to galvanize followers.

Their concern: Those influencers — some with hundreds of thousands of followers — are exposing new, and younger, audiences to a slew of misinformation and undermining efforts to tackle the climate crisis.