For Gen-Z, this is the usual way of entertainment. For conservative politicians, this is the new frontier in the war for power hegemony. While the U.S. debates the identity politics at home; Japan, Korea, and China have been reshaping global imagination in the West and beyond.

Are these algorithmic beauty standards merely reproducing age-old sexist and racist stereotypes, or might they also disrupt them? How do concepts from feminist theory – like the male gaze, intersectionality, or data feminism – help us critically understand this new digital beauty culture?

Companies capitalize on our insecurities, perpetuating a cycle of consumption. These standards of self-care set for women pressure women to remain "beautiful" at any time, regardless of their career, age, and background. They keep us buying, keep us conforming, and keep beauty tightly bound to neoliberal ideas of worth and discipline within the international political economy.