This thesis examines the impact of Aesthetic Labour on employer branding within the cosmetics industry, with a focus on Generation Z (Gen Z). Aesthetic Labour refers to the employment of workers whose appearance reflects the company’s brand image, thereby shaping perceptions of
employer attractiveness. The central research question is how such practices influence Gen Z’s perceptions of employer attractiveness in the beauty sector.
Through semi-structured interviews with twelve current and former Gen Z employees of well- known cosmetics firms, this study uncovers the dual nature of employer branding in the industry.
Externally, a polished, glamorous image attracts applicants, while internally, aesthetic norms may foster subtle pressures on employees to conform, creating tensions despite otherwise supportive work cultures. The findings reveal that Aesthetic Labour enhances employer attractiveness by creating a desirable yet sometimes unattainable image. This study contributes to the understanding of Aesthetic Labour’s paradoxical role in employer branding. It highlights the need for cosmetics firms to balance proven branding strategies with inclusive and diverse employment practices to meet the evolving demands of the modern workforce.
