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Feminist cultural studies researchers have produced a rich body of work showing how postfeminism and therapy cultures pervade a range of media. However, receiving less attention are questions of exactly how the neoliberal technologies of self implicated in these two cultural persuasions ‘land’, and are practised in everyday life. In this article, we forward an identity practice approach to understand the interrelated cultures of therapy and postfeminism using data from a qualitative investigation of women’s friendships in Aotearoa New Zealand. We are interested in how the cultural resources concerning postfeminism and the ‘psy complex’ are used flexibly within friendship interactions in concert with other identities, such as national identities and caring identities. Overall, aligning with previous feminist analyses of media artefacts, we find that as postfeminist and therapeutic subjectivity-making entwine with the moral …