The Dark Side of Employer Branding – Aesthetic Labour and Employer Attractivenessin the Beauty and Cosmetics Industry

April 30, 2026Open Access

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Key Points

This research aims to understand the influence of aesthetic labour on employer branding in the cosmetics industry, particularly for Generation Z.
Conducted semi-structured interviews with twelve Generation Z employees and former employees of cosmetics firms.
Analyzed the perceptions and expectations regarding employer branding and aesthetic labour practices.
Identified a dual image of employer branding: a glamorized external image versus the internal pressures of maintaining aesthetic standards.
Revealed that while employees appreciate a supportive work culture, they feel pressure to conform to specific aesthetic norms.
Showed that the desirable brand image created by aesthetic labour can lead to unrealistic expectations about the work environment.

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Explores how aesthetic labour shapes employer attractiveness in the cosmetics industry, highlighting its dual image.

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Susanne Rautzenberg (2026) studied this question.

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