Essay by Jia Tellontino- 'Always Be Optimizing'
Mainstream feminism has had to conform to patriarchy and capitalism to become mainstream in the first place. Old requirements instead of being overthrown are being re-branded. Beauty work is labelled ‘selfceare’ to make it sound progressive. - Jia Tellontino
She asserts in her essay "Always Be Optimizing", the wellness industry operates under 'the principle of optimisation' and these wellness products we are spending a lot of our disposable income on are 'either acting on or signalling your desire to have an optimised life'