The aim of the present paper is to analyse how individuals in contemporary Romania come to adopt a new life-style centred on the self and how new forms of spirituality contribute to this project. In order to document how powerfully immersed alternative forms of spirituality (yoga practices, transcendental meditation, bioenergy, holistic medicine etc.) and subjectification techniques (personal development, motivational practices) look like for people in Romania, I have combined participant observations with semi-structured in-depth interviews. First of all I have reviewed the literature on spirituality and self-development and overviewed the specific techniques of subjectification. These techniques have the