Careers in “woman‐friendly” occupations: Investigating the role of beauty consultant in the era of neoliberalism

Abstract This article explores the paradoxical nature of beauty consultant careers in Japan. Despite being considered a “woman‐friendly” occupation, it reveals the challenging aspects of this profession in a neoliberal context. Japan's gender gap in employment is stark, with women often engaged in precarious positions, earning significantly less than men. The beauty industry, perceived as advancing women's empowerment, presents opportunities for women in management roles. However, the profession of a beauty consultant demands continuous beauty upkeep, making it a potentially unsustainable career. The research draws on interviews with former and current beauty consultants, supplemented by statistical data and observational research. It highlights their working environment, including entry requirements, training, career advancement, and aesthetic labor demands such as wearing company uniforms, using specific makeup, and maintaining a youthful appearance. Despite a seemingly supportive environment with maternity leave and career advancement prospects, the research reveals the reality of aesthetic labor demands, limited career progression, and challenges faced by women in sustaining their careers after life events like childbirth. Neoliberal norms impact these women, emphasizing self‐fulfillment, maintaining youth and beauty, and working post life events. In conclusion, the research offers insights into the gendered labor dynamics in Japan and broadens understanding of women's labor in the neoliberal context. It calls for a deeper examination of “woman‐friendly” workplaces and underscores the need to recognize the challenges women face in career progression in such environments.