Can a serum or moisturizer meaningfully contribute to self-worth as much as beauty brands want you to believe?
and founder of her eponymous nail care line, tells NYLON. To Hanna, the product name felt manipulative — predatory, even. “Beauty brands are becoming more and more comfortable using women's insecurities against them as a marketing tactic, and it's not OK.”, agrees.
Grahn, as an active member of the skin-positive community and a champion of acne-acceptance, believes the relationship between skin and self-worth is a construct of cultural ideals. “The whole discourse of confidence equals clear skin and clear skin alone is beyond toxic,” she tells NYLON. “By branding products that aim to attain clear skin [with words like ‘self-esteem’], you’re actually saying that confidence can’t be found in any other state of one’s skin.
“Unless these brands conduct studies that prove their products can increase self-esteem or confidence, they shouldn't be allowed to make them,” says Hanna, who comes from a background in pharmaceutical marketing. The irony is, studies like this do exist — and they suggest the opposite.
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