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Want to stop being so hard on yourself?

You know the problem. So why can't you shift it?


You've probably tried pushing through. You've excellent at being more determined. You've tried creating more willpower.  And if you're read things, I am guessing that has not lasted.

Your effort isn't the problem.

The problem is  no one taught us how to deal with our inner critic.

SelfCareSchool is here to help you stop feeling sh*t about yourself.


  • 🔧 Clear mindset shifts for people with busy lives

  • 💬 A simple framework to change you the way you speak to yourself

  • 🤝 A practical way to stop losing yourself to people pleasing

  • 🌿 Insights that actually stick – even on the hard days


And you know what all that gives you in very real terms? 

⛱️ More time.


You deserve to spend less time being mean to yourself and more time living.


Inside SelfCareSchool I walk you through every single step, with a simple, repeatable formula, you can use to soothe every area of your life.


Let's get the patriarchy out of your head and in the bin. 🗑️

SelfCareSchool teaches the "but how do I change it?" folk

how to solve problems like:

  • "I can't say no without feeling guilty"

  • "I overthink everything"

  • "Why has diet culture still got a grip on me?"

  • "I'm overwhelmed"

  • "How to stop apologising for everything"

  • "I'm stuck"

  • "I keep f'ing things up"

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Here's what I'd guess about you

You're generally fine. Until something goes wrong. Then you start repeating that old story about how you don't deserve good things

You want to set boundaries but you're scared you'll upset people.

You want to rest but you feel guilty when you're not doing something.

You overthink everything, then bottle it, then beat yourself up about bottling it.

You're your own worst enemy.

And you're absolutely exhausted.


If this sounds familiar, I have some very important news for you:

Another way is possible.



I've helped 1000s of people stop their inner critic ruining things. 


I've found the SIMPLEST way to do it.

In SelfCareSchool, we learn the basic and vital steps to tame your self-sabotage.

Once I teach you the ONE vital process:

Catch the story. Question the narrative. Transform how you feel.

You get to apply this skill to every single area of your life.  Money mindset, body image, perfectionism, imposter syndrome, relationships, decision making, forgiveness, time management... you name it.  


Inside SelfCareSchool you'll learn how bring ease to every area of your life,

for the rest of your life.

Inside SelfCareSchool you get coaching, classes and community

and you learn how to stop being your own worst enemy, so you can live the life of your dreams.

This work is personal, political and systemic: when you begin to notice the conditioning, you get your energy back for joy (and for the more important stuff).
Learn how

What is SelfCareSchool Membership?

A quick explainer

If you'd never speak to a friend the way you speak to yourself.

Here's How to Stop: ✋🏼

It's as simple as learning ONE method. You don't have to "fix" yourself or become a different person or have a 36 point morning routine. Once learn how to catch your inner critic it stops taking over. I teach you precisely how inside SelfCareSchool.
  • Mockup of all the things you get inside Self Care School including workbooks and courses

Access to all these courses (worth over £3350), plus you also get weekly group coaching calls and so much more

Plus you get access to all my live online workshops and bonus brainwork robots

View all

These are also available to purchase as individual self-study courses

SelfCareSchool is a group coaching community

Where we focus on emotional wellbeing, reclaiming our power from the capitalist patriarchal nonsense living rent-free in our heads. This is a space we learn how to apply our politics to ourselves, our bodies and our lives. For wisdom, for kindness, for ourselves and others.

Do you have any brain gremlins?

Tell me if this sounds familiar... You have this brilliant idea, you are just about to start it and then a brain gremlin pops up and tells you that you’re a bit rubbish and you don’t know what you are doing.


Or your friend does something really good

... and even though you love them, you can’t stop measuring yourself against them, and for some reason, you always seem to fall a little bit short?


You've read the anti-capitalist manifestos and bought the pin badges

but you still catch yourself working too hard and basing your value on your productivity.


And you have share feminist memes and champion your sisters

...and yet, still catch yourself being really damn mean to yourself in the mirror.

I am going to let you in on a little brain breaking secret:

there is nothing wrong with you.

The gap between the life you want and the one you have

is rarely a you problem

We live in systems that are hell-bent on keeping us out of touch with our health and happiness. Sometimes it's a capitalism problem. Sometimes it's a patriarchy problem. Sometimes it's a lack-of-support problem. SelfCare work that does not look at these impacts won't fix things. 


The tools you will learn inside www.SelfCareSchool.co.uk will help you navigate them, without losing yourself.


You also gain confidence, self esteem, boundaries, time, clarity, hope.

A collection of tools

to support you in your journey to make peace

  • With Your Confidence

    From body image to communication to second-guessing ourselves - when we build our confidence we pave a path to self trust.

  • With Your Time

    From scheduling to decision-making to people pleasing, we have courses to guide you through the time and energy sucks which are holding you back.

  • With Your Mind

    The way we think changes everything. We teach tools to notice what our brains is telling us, notice the stories we tell ourselves and find ways to take a fresh approaches.

You don't have to become a different person.

You don't have to wait until you're "ready"


You just have to learn to interrupt the pattern before it makes the decision for you.

That's it.

I walk you through every single step inside SelfCareSchool.

I'll show you everything you need to know, and you'll learn exactly what to do if you get distracted.

Before you decide, there’s something important I want you to know:

SelfCareSchool isn’t about fixing yourself, becoming more productive, or finally getting it “right”.


It’s not a place for quick hacks, performative positivity, or being told who you should be.


This work may not be right for you if you’re looking for:

  • A five-step system to feel better without looking at your inner patterns

  • Someone to rescue you, motivate you, or give you vacuous, feel-good soundbites

  • Coaching that avoids politics, power, sexism, racism, structural oppression, or context

  • A promise that life will feel easy all the time

And that’s okay.  This work is not for everyone.



This is for you if:

  • You’re tired of abandoning yourself to keep the peace

  • You want practical tools that work for everyday life situations

  • You want to change how you speak to yourself

  • You’re curious about what might change if you trusted yourself more


You don’t need to be brave, confident, or consistent to be here.

You just need to be willing to get curious about what else could be possible.

What Happens When You Click

"Join SelfCareSchool"

You'll be taken to a secure checkout page where you can pay by card or PayPal for the full wage fee. If you need the concessions option, please scroll down.

SelfCareSchool exists for people who are exhausted trying to be “better”



People who are capable, thoughtful, politically aware – and quietly worn down by the amount of emotional labour they carry.

This work is rooted in a simple but radical idea:
Most of our suffering isn’t because we’re broken – it’s because of how we’ve learned to speak to ourselves inside systems that were never built with us in mind.

At SelfCareSchool, we don’t bypass reality.
We don’t pretend context doesn’t matter.
And we don’t ask you to override your body, your boundaries, or your doubt.

Instead, we practise noticing.
We practise choice.
We practise coming back to ourselves, again and again, without drama.

I don’t teach anything I haven’t lived.
Everything here is built from tools I’ve worn in, tested under pressure, and come back to when things are hard.

This isn’t self-improvement.
It’s self-trust.

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Blending counselling, coaching, mindfulness and guided introspection techniques

SelfCareSchool helps you unpack your thoughts and connect the way you care about the world to your own self care.


If you are someone who often finds themselves saying "I know that, but I just don't feel it" or "I would never speak to anyone else the way I speak to myself" - this work is for you.


These are methods which robustly test those thoughts you keep undermining yourself with and map a path to where you want to be.


I know I have tried it. These are the tools which have helped me shift stuff I spent over 20 years in therapy trying to resolve. They have proved to be so solid in their results that I decided to train with my teacher's teacher.


I feel like I have a toolkit for life, and I am on a mission to make these tools as accessible as possible.


If you're looking to try and establish some new patterns in your life and see some epic results, you're in the right place.

And this is not just about you

what we're building for the next generation

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A simple, repeatable formula

You can use every time your inner critic shows up. We learn with:

  • Coaching (connect)

  • Video lessons (learn)

  • Workbooks (apply)

What This Actually Looks Like

What a week inside SelfCareSchool could look like for you

Sunday: An email lands with this week's coaching topic. 

Monday: You decide to listen to the "From Camera Shy to Body Confident" workshop

Tuesday: You listen to a class from "The Self Sabotage Solution" course on your private podcast on the go.

Wednesday: You join the group coaching call. You can show up live, or watch the replay later - most members do a mix of both.

Thursday: Share in our private community your about your key takeaways from the call the night before.

Friday: Stuck on something specific? The Brainwork Robots points you to the right resources in seconds, so you're never just staring at a screen wondering where to start. 

Saturday: Do a page from one of the workbooks whilst you're waiting for dinner to cook.  Taking a deep dive into something that has been bothering you this week and helpping you uncover your path through.


I have designed SelfCareSchool so there is a clear rule: There is no falling behind. It is compassion guided, self paced and community motivated so you're able to progress at a speed that works for you and your life.  You even get a thorough "Start here" road map.

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SelfCareSchool is a space for people who care deeply, feel too much, and want to stop abandoning themselves in the name of being “good.”

Inside, you’ll find the tools no one taught you — to set boundaries, build confidence, and unlearn the stories that keep you stuck.

If you're looking for a clear, practical, repeatable framework to bring about concrete change

This is what we do inside Self Care School

I trust myself now. I rest without guilt. I set boundaries without apologising. I don't measure my worth by my output anymore. And you can too.
Want this? Join SelfCareSchool here
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Working on our mindset changes everything

What would you love more of?

  • Better Body Image?

  • More Confidence?

  • Better Boundaries?

  • More Time?

  • More clarity?

  • More hope?

Who am I?

Hi, I'm Anna, also known as HeardinLondon

I'm Anna, a mindset coach, empowerment photographer, feminist, Buddhist and circus expert, and I have spent over two decades focusing on social justice and how to find creative solutions to help people reclaim their bodies and minds. I am a confidence coach for people who hate having their photograph taken. I believe by taking on the responsibility to do our own work, we resource ourselves to support more people. I have helped thousands of people untangle the stories they tell about themselves, so they can lead more joy-filled, relaxing lives. I am on a fierce mission to equip people with the mindset tools they need to break through their own self-sabotage and live their wildest dreams. We all deserve that. And I don't think we should all magically know how to manage our minds, if no one ever teaches us.

Anna HeardinLondon

Confidence coach and empowerment photographer

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You can change your relationship to yourself

And when those old critical stories pop back up

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  • Pink background with a woman holding a megaphone with a testimonial for HeardinLondon's SelfCareSchool

This is a place where we learn

With kindness, laughter and self-compassion. And a large spoonful of social justice and practicality thrown in for good measure.

  • Why mindset is the key

  • Why you keep tripping yourself up

  • Why self-sabotage is a time and energy thief

  • Why toxic positivity doesn't work

  • How to train your brain to create habits which serve you

  • Tools to stop running from your emotions (so you have more time and energy for the important stuff in life)

What you will leave with


⭐️ More confidence, energy, and time (for your relationships and for everything else in your life - yourself front and centre)

⭐️ The ability to stop feeling overwhelmed by everything, all the time

⭐️ A solid method to implement clear boundaries

⭐️ The ability to be more present and authentic for yourself and others

⭐️ A robust methodology to solve any problem


FOR THE REST OF YOUR LIFE