Do Positive Affirmations Really Work?

Turns out, there’s more going on behind the mirror than just feel-good vibes. From brain science to behaviour change, we unpack why affirmations work - and how to make them part of a routine that lifts your day. Here’s the science, explained.

We’ve all seen them - those beautiful sticky notes on mirrors, captions under morning selfies, or calm voices in meditation apps whispering things like “I am enough,” “Money flows to me,” or “I trust the journey.” But do positive affirmations actually work, or are they just a trend wrapped in good vibes and Instagram filters?

It’s a fair question. Some people swear by daily affirmations, claiming they’ve helped them navigate everything from career hurdles to anxiety. Others try them once, feel awkward, and give up, unsure if there’s anything more to them than wishful thinking.

This article takes a realistic and evidence-backed look at how affirmations work, when they don’t, and what science (and real-life experience) can teach us about turning simple statements into meaningful self-talk.

Do affirmations work or not?

In short, affirmations can absolutely work. But there’s a lot more to unpack.

So let’s start at the beginning. What are positive affirmations?

Positive affirmations are short, intentional phrases that challenge unhelpful thoughts and promote an empowering mindset. They’re often rooted in present-tense language, like “I am confident” or “I deserve success.”

And there are loads of different kinds:

Self-love affirmations: “I am worthy of love and care.”
Affirmations for confidence: “I believe in my skills and speak with clarity.”
Positive affirmations for anxiety: “I feel calm in the face of uncertainty.”
Money affirmations: “I am open to receiving abundance in all forms.”
Daily affirmations for women: “I honour my voice, my space and my strength.”

These phrases are often repeated daily, written in journals, spoken in the mirror, or used as reminders during stressful moments. It might sound a bit soft, but the impact can be real.

Real-life example: In one scientific study, participants were asked to complete a self-affirmation task - writing about their core personal values. The goal was seeing whether this simple exercise could influence behaviour change, especially around physical activity.

The results were striking. Those who took part not only increased their physical activity, but also showed greater activation in parts of the brain linked to self-processing and value-based decision-making. In other words, affirming their values helped ‘switch on’ areas of the brain that support motivation and change - making them likely to choose healthier habits.

So, yes. Affirmations can work. But not because the words are magic. The power lies in what we believe and do.

Is there any science behind affirmations?

Affirmations are scientifically proven. And some of their effects are fascinating.

A key concept here is neuroplasticity. This is your brain’s ability to change and adapt through repeated experiences and thoughts. When you reinforce certain messages (negative or positive), your brain creates stronger pathways to support those thoughts.

Here’s what the science shows:

Brain imaging studies (like the one discussed above) show affirmations activate the ventromedial prefrontal cortex, the area involved in self-relevance, motivation and valuation
Affirmations are linked to lower cortisol levels, which helps reduce stress
Studies show students using affirmations improved their problem-solving performance under stress - something with major implications for academic achievement in school settings

Even those sceptical about affirmations find they help. One student remembers their psychology teacher saying she told herself every morning and night, “I’m a straight-A student.” And against all odds, she kept her scholarship. Was it just the affirmation alone that did it? Probably not. But when you add it to hard work, determination, calm and a boost in self-worth - it all starts to add up.

But anecdotes aside, the science backs this

Affirmations reduce threat-based stress responses and help people feel emotionally grounded - especially when facing challenging situations. This is particularly helpful during big life changes, like menopause, postpartum, career transitions or exams.

What do psychologists say about affirmations?

Psychologists often link the power of positive mantras to “self-affirmation theory” (Steele, 1988). The basic idea is this: when we remind ourselves of what we truly value (our core beliefs and strengths), we protect our sense of self-worth. This helps us stay flexible, handle challenges effectively, and adapt to change without feeling like our identity is threatened.

But psychologists also strike a realistic balance. Affirmations aren’t a cure-all. They work best alongside other tools, like reflection, goal-setting and genuine behaviour change.

Affirmations can absolutely be useful - especially when they’re realistic and connected to your values. They can:

Encourage proactive behaviour: Repeating a strength-based affirmation like “I handle challenges calmly” can nudge someone to respond more thoughtfully under pressure. It reinforces action that matches the belief
Help buffer against low self-esteem: In situations where you’ve failed or feel judged, affirming a core value (“I care deeply about learning,” for example), can protect your self-worth without needing to deny the difficulty
Support goal-setting and persistence: Saying “I’m becoming someone who sticks to my goals” can help strengthen motivation, especially when paired with daily steps - like prepping healthy meals, going for a walk or creating a realistic exercise regime.

But affirmations might not work, or could even backfire, if:

They feel unbelievable: If there’s too big a gap between the words and what you actually believe (“I love my body” when you really don’t), it can create tension and resistance, making you feel worse, not better
They’re used to avoid deeper issues: Repeating affirmations without addressing real stress, grief, or money worries can feel like papering over cracks. In those cases, journalling, therapy, or honest self-reflection might encourage more meaningful action
There are more serious mental health concerns: While affirmations can play a small supportive role, they aren’t a replacement for professional help. If you’re struggling with anxiety, depression, or trauma, it’s important to seek proper treatment - affirmations alone won’t be enough.

The trick? Make your affirmations feel true enough to believe. That might mean softening the language or shifting the focus. Instead of saying, “I am confident,” try, “I’m learning to feel more confident in small ways every day.” That small tweak can make a big emotional difference.

How long does it take for affirmations to work?

Some people notice an emotional lift within days. Others find it takes a few weeks or months before things shift. It often depends on what you’re “affirming”.

For instance, “I feel light and happy” might manifest quicker than something tied to external results and concrete actions, such as “I deserve the career of my dreams”.

Most experts suggest at least a few months of consistent practice to start re-shaping your internal narrative. The key is giving them a chance to settle. Combine affirmations with journalling, reflection or breathing exercises - and you’ll have a rich emotional routine.

How many times a day should you repeat affirmations?

There’s no perfect number, but two to three times a day is a good starting place.

Morning affirmations can help set a tone of self-belief. Midday or pre-meeting affirmations might offer a confidence reset. On the other hand, evening affirmations can encourage rest and self-compassion - perfect for winding down at the end of the day.

And remember: It’s totally fine to have different affirmations for different moments!

Whatever you’re working with, a top tip is writing your affirmation down. Then say it slowly. Imagine it as if it’s already true. You could even keep that piece of paper with you, or stick it to your hallway mirror. That emotional engagement is what builds deeper belief over time.

How do I know if my affirmations are working?

It’s not always about a lightning-bolt moment or sudden transformation. More often, the signs that affirmations are working are subtle and personal.

You might notice:

You pause before criticising yourself, and choose a gentler thought instead
You wake up feeling a little more steady, a little more sure of yourself
You start setting boundaries, applying for things you used to shy away from, or speaking more kindly to your own reflection.

That’s the magic: small, quiet shifts that grow over time.

To track your personal progress, try a simple affirmation journal. Each day, write down the affirmation you’re using and one sentence about how it made you feel or what you noticed. After a few weeks, you might notice patterns, changes and emotional wins you might have missed otherwise.

Affirmations won’t transform your life overnight. But if you stay open and “trust the process”, they might help you truly believe in your own self-worth and take positive steps to improve your life. And that can only be a good thing.

Can positive affirmations heal your body?

To introduce a gentle word of caution, positive affirmations can’t “heal” the body in the same way medicine or medical treatment can. But that doesn’t mean they’re powerless.

While affirmations won’t directly “heal” physical illness or injury, your mind-body connection is strong. And there’s growing evidence that what we think and believe can influence how we feel physically - especially when it comes to stress, pain and resilience. Consider the extensive scientific research on benefits of meditation, for example.

Affirmations play a valuable role by helping regulate the nervous system and encouraging healthier habits. Think of them as a complementary tool, not a replacement for medical care.

Here’s how they might help:

Support stress recovery: Repeating calming affirmations can help reduce cortisol levels, especially when paired with slow breathing or gentle movement. This matters, because chronic stress can suppress the immune system, heighten inflammation and worsen symptoms of existing conditions
Improve sleep quality: Many people find that calming mantras like “I am safe,” or “I let go of today,” help quiet racing thoughts before bed. When affirmations are combined with things like journalling or an intentional wind-down routine, they signal to the brain that it’s time to rest
Boost coping strategies in chronic illness: Affirmations won’t remove pain, but they can change how we relate to it. Instead of spiralling into frustration or self-blame, affirmations like “My body is doing its best today”, “I am allowed to rest”, can foster gentleness, patience and compassion
Support skin, hair and energy levels: Lower stress hormones, improved self-esteem and positive daily choices have a visible impact - especially on hair health. When affirmations are paired with things like a nutritious diet and consistent self-care, they create the emotional foundation for balanced well-being

And that’s the heart of it. Positive affirmations don’t directly treat disease or health issues like hair loss or PCOS. But they can ease the emotional weight. They may help you feel calmer, more empowered and at peace - whatever that looks like for you.

Which affirmation is most powerful?

To wrap up with some real-life affirmations, this really depends on you! There’s no universal “most powerful” affirmation, because what resonates deeply with one person might fall flat for another. The best affirmations are the ones that make you feel recognised, steady or gently encouraged in the direction you want to grow.

Your background, current challenges and emotional landscape all shape what you need to hear. If you’re navigating burnout, an affirmation about rest might speak to your soul. If you’re rebuilding confidence, a phrase that affirms your abilities might be more meaningful. Sometimes, it changes daily. And that’s OK.

So rather than chasing the “perfect” affirmation, think of these as starting points. Try a few out. Rewrite them in your own voice if needed - and remember, it’s not about saying the most polished phrase. It’s about finding the words that support you, where you are, today.

Here are 15 short positive affirmations you can try or adapt:

I am enough, exactly as I am.
I deserve rest and joy.
I welcome abundance in all its forms.
I am allowed to take up space.
I am proud of the progress I’ve made.
I listen to my needs with care.
I trust myself to grow and adapt.
I am safe in my body and my choices.
I am calm, even when life is loud.
I speak with clarity and kindness.
I honour my boundaries.
I release what no longer serves me.
I trust the unfolding of my journey.
I create joy in everyday moments.
I am healing, and that is enough.

Final thoughts: affirmations as part of your wellbeing toolkit

So do positive affirmations really work? Yes. But not in the way you might think. Affirmations work because they help us practise self-trust, respect and emotional resilience. They help calm our nervous system and encourage active, positive steps in our lives.

They’re most powerful when used alongside other forms of support - like good habits, community, rest, therapy or exercise.

Whether you’re building your confidence after hair loss, facing a new chapter, or simply want to feel more grounded, affirmations can be a beautiful way to reconnect with your worth.

At Phoenix Crown, we’re all about supporting confidence from the inside out - whether that’s with beautiful, natural hair extensions or daily positive thoughts that reflect your inner strength.

Looking for more support with confidence, style or self-love? Explore the Phoenix Crown blog and follow us on social media. We’re here to help you feel like you again.