Self‐help has become a booming business over the past decades and an increasingly visible part of popular media culture worldwide. The paper analyzes the arrival and effects of this cultural technology in post‐Soviet Russia after more than seventy years of socialism. It examines how Russians are engaging with popular psychology self‐help as a technology of the self and how they are making it meaningful in their lives. Drawing on a set of one‐to‐one and focus group interviews conducted with self‐help readers, it examines how these individuals negotiate the new ethics and the normative models of personhood put forward by the self‐help genre. It argues that popular psychology has offered a new language for making sense of the self and the social world, and highlights how the readers critically engage with the normalizing power of popular psychology by drawing on a number of local historically sedimented discourses.