Is Our Obsession With Beauty Services Performative?
The internet has started to question why we seek out “girl maintenance” in the first place.
One scroll on X and you’re bound to see signs of beauty fatigue. For members of Gen Z, usual trips to the salon — sometimes referred to as “girl maintenance” online — have turned from a ritualistic act of self-care to a mentally draining chore. Amid turbulent times, a multitude of internet users have come to the conclusion that beauty services are no longer worth the financial burden. However, for other users on the platform, the widespread rejection has become a much larger takeaway about whether or not our obsession with nails, hair and skincare is merely a performance of femininity.
After several posts expressing beauty fatigue surfaced on the website, a handful of netizens were quick to fire back — claiming that society has brainwashed women to see salon visits as a necessity rather than a genuine interest. “I promise you don’t need to do any of that to affirm your femininity,” one user writes. Although the sentiment that grooming comes from an oppressive, patriarchal force is far from new, our ever-evolving attitude towards beauty isn’t as clear-cut as it once seemed.
well maybe you should stop doing it then https://t.co/QEq6V1LvaB pic.twitter.com/vqsmeiJXfH
— jules 🦢 (@mrkgemma) September 13, 2025
For beauty professionals, the shift is plain to see. Licensed cosmetologist Tiffany Blacknall Benjamin acknowledges that the idea that beauty treatments are performative comes from the fact that they were initially forced upon women. “For generations, beauty services were about survival and assimilation. Straightened hair, polished nails, waxed brows, all became quiet performances of professionalism and acceptability, especially for women of color trying to access job opportunities or avoid discrimination,” she tells Hypebae. However, the cosmetologist now finds that her clients don’t seek out her work in order to perform a version of their own femininity — but rather as a genuine source of fulfillment and relaxation.
Furthermore, Blacknall Benjamin maintains that beauty treatments are indeed a necessity — but not one that’s fueled by insecurity. “Beauty services sit at the intersection of identity, wellness and access. They are necessary — not because we need them to be beautiful, but because we deserve to feel seen and cared for,” she says. Being invested in your appearance is no longer about feeding into narcissistic tendencies or the male fantasy. To beauty fans and professionals alike, it’s an outlet for unapologetic self-expression.
Similarly, master cosmetologist and beauty educator Stanley Nolan has seen firsthand how beauty has transformed from a checklist to a therapeutic experience. “In a world that moves so fast, that hour in my chair is one of the few times they get to slow down and be pampered,” she says. Beyond that, Nolan’s clients see her services as a way to empower themselves to feel like the very best versions of themselves. “There’s something powerful about investing time in yourself,” she adds.
That’s when you start doing it yourself, for yourself !! https://t.co/Lv5njI9NUb
— 𝓂𝑒𝓁 𝄞 (@melodylovespell) September 14, 2025
During the peak of COVID-19, physician Vivian Chin figured that the demand for beauty treatments would rapidly decline. But, she quickly discovered that not even the implementation of face masks could deter her clients from lip filler. “The reverse happened — we had more lip filler appointments than ever,” she says. “That really showed me that women seek these treatments for their own sense of confidence and care, not for outside validation. It was a powerful reminder that beauty, when self-directed, can be a deeply personal, empowering choice — not a performance.”
While young beauty fans swap out their appointments for DIY iterations courtesy of TikTok, beauty professionals have become increasingly aware of social media’s effect on the beauty landscape as a whole. For Chin, social media’s power lies in its ability to amplify trends and engage a young audience. Whereas, its downfall is its inability to pick up on warped ideals and outdated principles. “The challenge is separating genuine innovation from what’s fleeting. I think these platforms have value when they inspire curiosity or education, but they can also distort what’s realistic.”
Beauty fans might not be filling up their calendars with salon appointments anymore, but that doesn’t mean they’re not butchering their hair at home. Regardless of whether or not “girl maintenance” is a result of the patriarchy, the devoted will always find a way to express themselves with beauty. After all, if feeling your best is a performance, the most important audience member can only be yourself.
While you’re here, read about TikTok’s unlikely source of makeup inspiration.
