Author: Grace Kilbey Kilbey

Understated, natural, pure when it comes to femininity often less is said to be more, but walking down the streets of Essex, flicking through Love Island and Geordie Shore on the tv, undoubtedly more has become more. Integrated into cultural norms, beauty treatments and style, female physical identity has become a key marker of not only location but of how women decide to define femininity themselves. Often the subject of mockery, the reclamation of beauty stemming from the 2000’s has seen a phenomenon of extreme beauty replacing traditional beauty standards. So when beauty is in the eye of the beholder, is there more than meets the eye when it comes to the expression of modern day femininity?

Mind, Body And Soul

Replete with ridicule, the world of extreme beauty undoubtedly holds judgement in society with everyone observing yet only those embracing the lifestyle truly understanding the weight. With a strong community built on self expression, the way in which women have chosen to be unapologetically themselves has drowned the noise of outside opinions and has only provided the incentive to put yourself out there.  Through the accentuation of feminine features, services such as eyelash extensions, fake tan, injectables, nails and hair enhancements each lasting up to months at a time a new form of self care has established itself. By investing into ones self, the surplus of beauty treatments emphasise the act of dedicating time, money and maintenance purely into looking and feeling good. With each processes providing an almost meditative experience allowing the individual to focus on purely the self, with the end result of confidence it becomes evident as to why beauty therapy dominates the busiest of towns and cities.

‘As soon as I get paid I get my eyelashes, hair and nails done’

‘I’m always working so when I’m not I might as well spend the money on myself, I deserve it’.

– Olivia Curtis

For young girls like Olivia a full time bar tender and student, the element of routinely devoting time for herself amongst a busy work life highlighted the importance of mindfulness. With free time scarce for those working in expanding cities, for many, the opportunity to reclaim time and money back into yourself, the act proves more than vanity. 

A Walking Canvas

As time has passed, trends have changed and more people have joined the movement, naturally the treatments themselves have evolved too. With the act  being embraced by more, new technology and advanced education has meant that the already luxurious lifestyle has now become a display of wealth even expressed even by celebrities. Progressing from the base standard, with multiple options, more extravagant designs and   processes are now expertly crafted meaning a higher price for both client and curator. Much like any other art form, the expression of creativity found within beauty treatments has meant that detached from the ideal of looking good, the treatments now express skill and independent from individuals. With bigger eyelashes, longer nails and doll like faces, the female body has almost become a blank canvas not to be enhanced itself but to exhibit the talent of creators. So although many fail to recognise the pull towards the more is more lifestyle, for those who have lived it within the community bigger is better showing more time money and effort instilled. Starting natural, for many women the treatments and extremity multiply  as they begin to enhance an already enhanced baseline. Taking femininity to hyper femininity, the understanding between women sharing the same satisfaction not only provides a supportive network to the customers but to the businesses women themselves in which skill is respected and value is appreciated. 

It Takes A Village

With beauty standards at the forefront, hyper femininity often comes into question as to the negative and unrealistic standards being set for women and the stereotypes embraced , yet when taking a deeper look as to the motives behind the enhancements a strong sense of empowerment shines from within. At its core, we are able to see a celebration of femininity in which the shared interest and shared use of free time not only cements confidence and confiding  but also creates opportunities for women in  a female dominated space. Typically beauty services are provided independently though self employment in which individuals run businesses from home or even have the opportunity to expand by recruiting others and renting spaces. With clients therefore supporting small businesses, an important display of financial freedom and independence from corporations can be seen with it being the norm rather than the exception. Earning on average anywhere between £30 – £100 or more per hour depending on skill and treatment itself not only are working days shorter but time itself more fairly rewarded opportunities for businesses owners come at a greater guarantee. As seen by Jordan Hunt local Colchester owner of Jordans Lashes, she is able to not only provide for her family doing something she loves but is also able to look after her young children all from the comfort of her own home.

‘My job is completely flexible, everything is on my terms so I can give the best life to my children while also spending important time with my kids.’

‘People might judge me, but at the end of the day I make more than a 9-5 the time I get to be with my children is time you’ll never get back.’

– Jordan Hunt

As clients return, friendships and customer loyalty is built, so with women celebrating one another perhaps the most important part of being hyper feminine is the women themselves.

Tacky, unattractive, fake, vain and high maintenance, we often hear the opinions of those on the outside but when hearing from those on the inside there’s more than meets the eye as beauty becomes a marker of time, care, passion and freedom with voices silenced the women dominated space provides a places for women to be themselves, for themselves by themselves.