Baby botox, lip fillers, hair extensions and branded cups are all the rage. About 15.8 million injectable procedures were performed last year, according to the American Society of Plastic Surgeons (ASPS).
The pursuit of idealized beauty has become an ever-evolving race in a world where social media reigns. With rapid trend cycles like the latest skincare routines or the newest hair treatment, women are constantly bombarded with new fads that promise the next level of perfection.
Michael Kreiter, a Boise State University sociology professor emphasizes that the relentless trend cycle is less about self-expression but rather about upholding societal beauty standards that commercialize women’s insecurities. You’re not ugly, you’re a profit.
A Forbes article explains that the United States cosmetics market was valued at nearly $50 billion in 2022. Makeup reviews and tutorials rank among the top-three most watched categories on YouTube. The constant financial pursuit of beauty is not necessarily new, but it has taken on a life of its own in the age of social media
Michael Kreiter explains that the communal perception and inherent “chase” of idealized standards are built into the structure of the world.
“There’s cultural standards that are dominant, and people see and judge based on these hegemonic values without even knowing that they’re part of it,” said Kreiter. “But it is part of our socialization, and often it privileges some over others, for sure. And of course … the huge detriment is that we have widespread mental health issues.”
Frances Haugen, a whistleblower and former Facebook product manager, disclosed the “Facebook Papers” to the Securities and Exchange Commission with congress. The leaked documents reveal that Facebook and other Meta subsidiaries intentionally showcase harmful and cruel messages to incite engagement.
According to Mary Pritchard, a psychology professor at Boise State University, social media services are able to advertise based on advanced targeting by following and tracking user data. They know what is trending, what insecurities are prevalent and how to get your attention.
According to a report by the American Society of Plastic Surgeons, almost 30 percent of cosmetic plastic surgeons’ businesses have doubled compared to pre-pandemic levels.
“Algorithms are good at finding pain points and exploiting them,” said Pritchard. “Don’t compare yourself to something that is not even real.”
Pritchard also explained that social media platforms deliberately target younger audiences, by inflicting insecurities and appearance obsession, these platforms have “a customer for life”.
In the age of influencers and photo editing, younger generations are losing their grasp on what “beauty” is. Eye bags, frizzy hair and crooked teeth are simply side effects of being human, and profits are being made off targeting those insecurities.
“We’ve seen a rise in anxiety, depression, body satisfaction and eating disorders, and it’s been directly tied to our increase in time that we are spending on social media,” said Pritchard. “Because during lockdown, college students screen time, pre-pandemic, was two to three hours a day. During the most severe part of the pandemic, it was eight to 10 plus hours a day, and it hasn’t come back down.”
Eye creams, hair extensions and lip filler are simply transactions. Social media platforms intentionally target fast paced trends and push them through your screen to capitalize on a generation of insecure users.
“People are spending a ton of money to achieve certain looks … even in cases where they don’t have that kind of money to spend, but it’s a way of passing almost,” said Kreiter. “It causes a lot of harm and stress as well as body issues.”
Kreiter also suggests that this phenomenon is directly linked to long lasting patriarchal standards held to women.
“We can’t have these individual solutions when we have a systemic problem, like how ingrained patriarchy is and not valuing women enough,” said Kreiter. “Because there could be so many other ways that people should be spending their time and finding self worth, but it’s about shaping their body, because that’s how they feel judged in society.”
It is important to note that makeup, clothing and hair are important forms of self expression, there is no shame in taking part in trends and finding happiness in doing so. These trends become detrimental when they are used as a means to chase an image that is not realistic.
Social media users must understand that the race to the “ideal image” has no end. Pouring money and time into a fleeting trend is not a sustainable way of life. Owning the newest accessory and having botox filled cheeks does not constitute success, you must find that yourself.
