It’s also about physical control – both reproductive rights restrictions like denying access to abortion, and GLP-1 drugs (for those who aren’t using them to treat diabetes) create environments where women’s bodies are heavily restricted, surveilled and minimised.

Sicardi further explains the broader function of beauty in society: “Beauty has always been a tool of fear and respectability politics, a language of ‘passing’ in a system of surveillance and judgement. We’re going to see it operate in several ways – as a method of distraction (So many products! So many problems to fix in ourselves!), and as a way... See more

This revival of conservative beauty standards is also illustrated by beauty trends across the board. In nails, make-up, hair, ‘tweakments’ and cosmetic surgery, the momentum is toward an understated glamour: minimalist manicures, ‘barely-there’ long-wear cosmetics, surgery trends that are “undetectable”, and a fixation on strengthening and growing... See more

Social media platforms – particularly TikTok – are reflecting and accelerating this shift. The hashtag #SkinnyTok has surpassed 2.4 billion views, driving a toxic wave of algorithmic thinspiration reminiscent of Tumblr’s early-00s ‘pro-ana’ communities. Young women are reporting that their feeds are suddenly full of these videos, despite not... See more