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Beautiful, but at What Cost? An Anthropological Study Examining the Tension Between Appearance, Sustainability, and Ethical Responsibility in the Cosmetic Industry

Klintskog, Tilde LU (2025) SIMZ31 20251
Graduate School
Abstract (Swedish)
The purpose of this study is to explore how young, eco-conscious Swedish women navigate
the tension between sustainability and beauty ideals regarding their consumption of cosmetic
products. Semi-structured interviews were conducted with young, educated women, alongside
two middle-aged women working with sustainability and organic products.
Thematic analysis was used to identify themes, categories, and patterns in the transcripts.
According to the results, this group of women seems to experience a paradox, striving to live
up to ideals but constantly failing, where beauty and sustainable consumption clash.
Appearance and eco-concern should be able to coexist, but to embrace one diminish the other.
By sacrificing cosmetic products,... (More)
The purpose of this study is to explore how young, eco-conscious Swedish women navigate
the tension between sustainability and beauty ideals regarding their consumption of cosmetic
products. Semi-structured interviews were conducted with young, educated women, alongside
two middle-aged women working with sustainability and organic products.
Thematic analysis was used to identify themes, categories, and patterns in the transcripts.
According to the results, this group of women seems to experience a paradox, striving to live
up to ideals but constantly failing, where beauty and sustainable consumption clash.
Appearance and eco-concern should be able to coexist, but to embrace one diminish the other.
By sacrificing cosmetic products, they sacrifice their femininity. The Respondents described
cosmetics products as “needs,” linking beauty to normative femininity and social expectations.
The women justified the consumption of cosmetics through sacrifices of other products, such
as limiting or refraining from purchasing clothes and meat. The findings highlight how
sustainability, guilt, denial, and self-presentation intersect, suggesting that sustainable
consumption requires more than eco-conscious individuals making responsible choices. The
respondent believed that governments need to implement legislation and regulations.
According to them, consumers should care but the biggest responsibility should lie with
powerful stakeholders. Transparency is important to create credibility between consumer and
brands. (Less)
Please use this url to cite or link to this publication:
author
Klintskog, Tilde LU
supervisor
organization
course
SIMZ31 20251
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Social anthropology, Development studies, Sustainable consumption, Cosmetics, Normative femininity
language
English
id
9208373
date added to LUP
2025-07-28 13:48:05
date last changed
2025-07-28 13:48:05
@misc{9208373,
  abstract     = {{The purpose of this study is to explore how young, eco-conscious Swedish women navigate
the tension between sustainability and beauty ideals regarding their consumption of cosmetic
products. Semi-structured interviews were conducted with young, educated women, alongside
two middle-aged women working with sustainability and organic products.
Thematic analysis was used to identify themes, categories, and patterns in the transcripts.
According to the results, this group of women seems to experience a paradox, striving to live
up to ideals but constantly failing, where beauty and sustainable consumption clash.
Appearance and eco-concern should be able to coexist, but to embrace one diminish the other.
By sacrificing cosmetic products, they sacrifice their femininity. The Respondents described
cosmetics products as “needs,” linking beauty to normative femininity and social expectations.
The women justified the consumption of cosmetics through sacrifices of other products, such
as limiting or refraining from purchasing clothes and meat. The findings highlight how
sustainability, guilt, denial, and self-presentation intersect, suggesting that sustainable
consumption requires more than eco-conscious individuals making responsible choices. The
respondent believed that governments need to implement legislation and regulations.
According to them, consumers should care but the biggest responsibility should lie with
powerful stakeholders. Transparency is important to create credibility between consumer and
brands.}},
  author       = {{Klintskog, Tilde}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Beautiful, but at What Cost? An Anthropological Study Examining the Tension Between Appearance, Sustainability, and Ethical Responsibility in the Cosmetic Industry}},
  year         = {{2025}},
}