ABSTRACT:

The beauty industry, traditionally associated with femininity, has played a significant role in shaping societal perceptions of gender roles and norms. Cosmetic shops, as integral components of this industry, has served as both a reflection and a reinforcement of entrenched gender norms and societal expectations. However, in recent years, there has been a noticeable shift in the gender composition of the cosmetic retail sector with more men entering this traditionally female-dominated field. While this transformation initially appears to challenge the prescribed gender performances and underscore the evolving gender dynamics in the workspaces, it is crucial to recognize the overarching influence of the neoliberal capitalist economy in driving and shaping this paradigm shift.

Keeping such changing trends as the central concern, this research project aims to conduct an analysis of the experiences and motivations of male employees in cosmetic stores to highlight the shift in gender representation and its effects on altering perceptions of beauty, femininity and masculinity. It analyses whether the introduction of men into roles traditionally held by women marks a social transformation or if it merely serves as a strategic response to market demands and profitability considerations within the neoliberal capitalist framework. Thus, the paper aims at highlighting the complex interplay between social change, market and gender.

AUTHORED BY:

• Mihika Jain is a 2nd-year student at Miranda House, studying Political Science.
• Paarth Pande is a liberal arts graduate from Symbiosis University (Pune).
• Vidarshna Mehrotra is a 3rd-year student at Lady Shri Ram College for Women, studying History

EDITED BY:

Madhulina Sonowal is a 3rd-year student at Lady Shri Ram College for Women, studying Political Science.

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