I spent ten careful years, since the day I started middle school, trying not to hate myself. I avoided makeup because I knew it would become a crutch. I avoided fitness social media influencers because I knew they would set unrealistic expectations. I prioritized being my authentic, loud, messy, and sometimes wrong self. And I still fell into their traps.
Let me start by clarifying who “they” are. The villain of my story is corporations and influencers looking to manufacture insecurity and then sell me the cure. These are the people who determine micro-trends and tell me that “this one product” will change my life. Usually, though, that one product is cheaply made and completely unnecessary, designed to waste my money.
I always get sad when I see a new “must-have” product that turns normal bodily features like hair or cellulite into problems. Companies make millions of dollars off women by capitalizing on insecurities and making them feel abnormal for not buying their product. Even after years of trying to avoid such influences, I’ve become deeply insecure about myself. Social media has shown me millions of pictures of impossibly beautiful people, to the point that I am dissatisfied every time I look in the mirror. What forces me out of my over-analysis is realizing that I’d rather be “ugly” than let some rich old CEO try to sell me a cure for being “pretty.”
Social media has played a huge role in the increasing commodification of insecurities. Influencers will go to insane lengths to sell a product, including not disclosing when a post is an advertisement. I continually have to remind myself, as I scroll, that the people I am seeing are not there by chance. They’re looking to use my time for views, sell me a service, or advertise a product. Fitness influencers frequently set unrealistic expectations of what a body can look like. Even in the case that an influencer is completely natural and authentic, the beauty of humans comes from our differences. The idea of a “perfect It-Girl” forces people into boxes we don’t belong in.
As long as there’s a way for people to profit off women, they will. Companies will over-sell products. Influencers and celebrities will set unrealistic expectations. Even knowing this, I’m not about to throw out my skincare and never shave again. Beauty products aren’t inherently evil—it’s the way they’re advertised, making people feel like they need them.
Where is the line?
For many women, makeup and other modifications to their appearance are a form of confidence or self-expression. That’s true for me too, as having a nice outfit and winged eyeliner makes me feel composed and ready to take on the day. I hate showing up to work without at least some concealer and lip gloss because I feel like I won’t be respected as much if I haven’t done my makeup. All this begs the question of how bad these products can be if they give women confidence.
The truth is, there is no right answer. I only feel confident in makeup because I was told that without it, I look sick or incapable. Some insecurities cultivated for profit have become so ingrained in society that it’s abnormal not to fall into them.
So what do we do about this?
In my opinion, the best way to fight the commodification of insecurities is to do whatever the heck you want. When looking at posts on social media, think about whether they’re being paid to sell you a product or genuinely endorsing a good item. Figure out why you feel like you “need” a product and question whether that’s a “need” or a “want.” Surround yourself with people who care more about who you are than what you look like.
For myself, my next step is to stop spending so much time wondering, “Why do I look like that?” because it doesn’t matter if one side of my mouth smiles more than the other as long as the smile is genuine.