In the U.S. and increasingly in other Western countries, the Tradwife movement is gaining popularity—particularly on platforms like TikTok. Young women portray an idealized version of traditional gender roles, presenting themselves as devoted wives and mothers who take pride and joy in housework and family care, while the man serves as the sole breadwinner.

At first glance, this development is surprising. For decades, women have fought for equality, dismantled rigid gender roles, and carved out their place in the professional world. However, balancing family and career remains a tremendous challenge—especially for women who do not want to work only part-time and may even aspire to leadership positions. In many countries, societal and structural conditions are still inadequate to enable women to pursue a successful career without being torn between job and family responsibilities.

The younger generation, in particular, observes this balancing act with a critical eye. They recognize the mental and physical strain that comes with constantly juggling professional success and family obligations. Unlike previous generations, they are increasingly prioritizing a healthy work-life balance and are even willing to forgo career opportunities and leadership responsibilities to achieve it.

In this context, returning to traditional gender roles may seem like an appealing alternative to some: The idea of a life without professional pressure, with clearly defined responsibilities and a fixed role distribution, can offer a sense of security in uncertain times. Yet, what is often romanticized on social media overlooks the dependencies and challenges that come with this lifestyle. The question remains: Is the Tradwife trend a conscious choice for a better quality of life—or a response to the structural shortcomings that still hinder true gender equality?

The beauty industry has witnessed notable progress in promoting body positivity and diversity, yet we are now seeing a concerning regression. The acceptance of surgical and non-invasive procedures is increasing rapidly, especially among younger people. The Ozempic hype further fuels this trend. As individuals seek to mitigate what has been dubbed Ozempic face, plastic surgeons report a surge in demand for procedures like facial fat grafting and buccal fat removal. The quest for a more angular appearance, known as a snatched look on social media, replaces the previous trend of youthful fullness, driving interest in defined jawlines and cheekbones. This renewed emphasis on a very slim body type as the ideal could in effect make society revert to past standards where thinness was highly glorified, neglecting the progress made toward body inclusivity and diversity.

Artificial intelligence is playing an increasing role in shaping beauty perceptions. Doves “The Code” campaign has impressively demonstrated the ideal of beauty that AI has learned and how idealized it is. It is important to understand that AI only draws on what it has learned. This means that the image of beauty that we propagate and disseminate makes a decisive contribution to what AI considers to be beautiful. As part of the cosmetics industry, we have a particular social responsibility here and are faced with the question of what image of beauty we want to shape. An exaggerated, unrealistic one that only a few can achieve, or one that opens our eyes to how diverse beauty is?

This question becomes even more critical when considering the rising phenomenon of Sephora Kids—young children engaging with beauty products at an increasingly early age. Given the constant influence that children and teenagers are exposed to through social media today, it is our duty not only to see them as a consumer demographic but to guide and empower them in making thoughtful, informed choices.

Our influence as developers of cosmetic active ingredients is limited. Nevertheless, we can make our contribution. As a mother to a daughter, as the leader of a diverse and talented team of women, and as the Director of Marketing and Corporate Communications in the cosmetics industry, I see the challenges women face from multiple perspectives.

We all sell beauty – that’s how we make our living. But we have a say in the ideals of beauty we bring into society. Every woman should have the freedom to define beauty for herself, and we should support her in that journey.

Our approach at CLR has always been first and foremost to keep the skin healthy and thus to create a basis to feel comfortable in your skin. That’s the first step we have to take to be able to feel beautiful at all – however we define it for ourselves. Our aim is not to serve short-lived trends, but to sustainably improve women’s confidence. Because confidence is always in style.