Consumer Feminism

Consumer feminism is the phenomenon of packaging and selling the feminist notion of empowering women through choice, an illusion of freedom, and the idea of autonomy over one's body.

Consumer feminism is dependent on the idea of choice.

Clean eating, dieting, exercising and other phenomena are phrased as "self care", spiritualizing beauty as a moral good and selling beauty as spiritual and imperative.

Consumer feminism promotes the idea that smart women will make good choices about products and prioritize their beauty and "self care".

Makeup and cosmetic surgery are packaged as a "choice" as well, ways women can better express and "feel good" about themselves.

While consumer feminism portrays itself as trying to "empower" women, it relies on the idea of "women's body angst and low self-esteem as a way of creating permanent customers."

Ethnic Surgeries
Consumer feminism is also racialized, with "ethnic surgeries" becoming increasingly possible. For example, the most popular procedure for African-American women is rhinoplasty to make wide noses more narrow, and eyelid surgery is popular amongst Asian-Americans.