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BOSS BABE CULTURE: TOXIC POSITIVITY AND FAKE HUSTLE
Last year I decided to write my thesis about the female-empowering messages shared by the brand Kylie Cosmetics. One finding that stood out for me was the use of the word ‘Boss Babe’ in the captions of the brand's Instagram page. This term was frequently used when Kylie Cosmetics shared pictures from the founder Kylie Jenner, insisting that Kylie Jenner is a 'Boss Babe'. But what does it mean to be a 'Boss Babe'? And what effect does the term 'Boss Babe' have on our society?
WHAT IT MEANS TO BE A BOSS BABE
Research shows that when we think of a boss, we think of a masculine figure/a man. While the term 'boss' is not masculine or feminine, female entrepreneurs are less likely to identify as a 'boss'. Rather, female bosses use the word 'Boss Babe' or 'Girl Boss' to distinguish themselves.
A 'Boss Babe' is also portrayed in the media as a confident woman who works hard for a career, hustles to make her dreams come true, and is successful. If you ask Beyoncé, women run the world. But in reality, building a career is harder than is shown online. In the content of Kylie Cosmetics, Kylie Jenner is portrayed as a successful, confident woman who works hard to achieve her goals (and all that while having children and caring for them!). These pictures of Kylie, in combination with the use of the term 'Boss Babe' in the caption, have a lot of impact on our society...
@kyliecosmetics caption: Snow way bae matte lip kit on boss bae @kyliejenner <3 <3
@kyliecosmetics caption: What do you guys think of the new formula? <3 boss babe wearing BARE matte lip! KylieCosmetics.com
THE BOSS BABE CULTURE
A culture where women in business are highlighted is called ‘The Boss Babe culture’. The 'Boss Babe' narrative is used to sell products or services, which makes it a marketing strategy. Because of its feminine aspects, people do think using the term 'Boss Babe' is female-empowering...
Brands mostly use the term 'Boss Babe' to empower individuals (and brighten up the brands). while feminist movements have always been, and still must be, about changing systems and reforming patriarchal power structures. The results of my thesis for example showed that people admire Kylie Jenner for being a 'Boss Babe' and look up to the reality star, rather than being empowered to achieve their own goals.
YOU'RE TOO FAT TO USE THIS STRATEGY
A ‘Boss Babe’ also portrays a beauty ideal where women need to be white, thin, and feminine to be part of the culture. Accordingly, the Boss Babe culture excludes people who are portrayed as ‘fat’ and do not fit the stereotypical beauty ideal in the brand/projects.
This beauty ideal fits exactly with the marketing strategy used within the Boss Babe culture, which is based on the ‘Cinderella story’. Brands use storytelling with the message ‘I used to be like you, but now I'm here... and so can you’ to sell products and services. In a YouTube series of Kylie Cosmetics, Kylie explains that she used to be insecure about her lips being too small, which was the inspiration for her brand Kylie Cosmetics. In the same episode, Jenner shows the successes she had with the brand. In this way, Jenner uses the marketing strategy of the Boss Babe culture, showing that she used to be insecure, found a solution to her insecurity, how she is successful now, and how others could achieve this as well.
Credit: scmp.com
I'M NOT A BOSS BABE (AND YOU SHOULDN'T BE EITHER)
The Boss Babe culture in 5 words: exploitation, but make it feminist. This culture emphasizes how motivation, hard work, and determination can lead to success. Meanwhile, things beyond our control — mental health issues, disabilities, and poverty — are somehow traits of an unmotivated person.
We can see it online AND offline: Boss Babes are everywhere. Daily, new self-help books come out to help you achieve your goals while overcoming mental obstacles. Because - as the books describe - you can have wealth! You can be worthy! You just haven't achieved your goals because of your own misdoings. But if you follow all the billion steps you will eventually get there!
No. People who promote and profit from the Boss Babe culture frequently encourage others to "think like a man", as if that is a normal thing. Why should you want to think like someone (or something) that you're not? Thereby, telling a false 'Cinderella story' is just not it for me. I believe that if you work hard to achieve your goals, you will need to work even harder to achieve them (if that makes sense). The beautiful thing about life is that it is unpredictable and that you learn to appreciate your achievements through your failures. So let's stop manipulating others into thinking life is perfect or that perfection is something to wish for. It really isn't...