Imagine the ideal of feminine beauty as sold to us by mainstream culture: big eyes, full plump skin, a soft high-toned voice, no body hair, no wrinkles, small frame, small hips, a doll-like face. A body described as having “skin like a baby.”
Now consider what you have just described.
The emphasis on women being very thin, closer to the silhouette of a prepubescent girl than a developed adult woman, and the insistence on hairlessness (also a characteristic of a prepubescent girl) does not reflect the natural adult female body.
It mirrors the body of a child. Many women naturally carry more fat, are more curvaceous, and grow hair on their legs, underarms, and pubic areas. The beauty standard as handed to us demands that we spend enormous resources erasing the very markers of our biological adulthood.
To illustrate just how embedded this ideal has become: women around the world spend approximately $280 to $300 billion per year on beauty products alone. This is part of a broader beauty and wellness industry generating roughly $450 billion annually, with women accounting for over 62% of all cosmetic and skincare revenue. The global anti-aging market alone was valued at $52.44 billion in 2024 and is projected to reach $80.61 billion by 2030.
Insecurity is manufactured and sold to women by the very same people who profit from it.
Cultural pressure to look feminine has co-opted youthfulness as a feminine trait. As feminist scholar Susan Sontag wrote in The Double Standard of Ageing:
“For women, only one standard of female beauty is sanctioned: the girl. The great advantage men have is that our culture allows two standards of male beauty: the boy and the man... There is no equivalent of this second standard for women. The single standard of beauty for women dictates that they must go on having clear skin. Every wrinkle, every line, every gray hair, is a defeat.”
This singular standard — be a girl forever — is the exact reason why the patriarchy profits off the never ending demand of woman shrinking ourselves to the likes of a child.

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