How mean girls are an accessory to capitalism

Mean Girls and Capitalism: How Beauty Standards Keep Us Buying

By SoftCodeTheory

Keywords: mean girl energy, capitalism, beauty standards, soft life, Ntatu Zungu, Caroline Forbes, pop culture critique, feminism, influencer culture, beauty economy

💅🏼Introduction: Pretty Girls, Profit, and Power

You’ve probably heard it before: “She’s such a mean girl.” But what if mean girls aren’t just being petty? What if their power to shame, gatekeep, and influence trends is actually feeding something much bigger—capitalism?

From subtle side-eyes to viral takedowns of “basic” nails, mean girl energy is one of the most powerful tools capitalism uses to keep us consuming. Whether it's a South African content creator dragging burgundy nails on TikTok or a character like Caroline Forbes from The Vampire Diaries enforcing soft-glam perfection, the message is the same:

Change how you look—or risk exclusion.

And how do you change your look? You spend.

👑 What Is Mean Girl Energy—and Why Does It Matter?

In pop culture, a “mean girl” is usually beautiful, popular, and socially dominant. Think Regina George, but in real life or on your feed.

But here’s the twist: mean girl energy isn’t just social—it’s economic. The way they mock, praise, or approve specific aesthetics influences how we see ourselves—and what we’re willing to buy to avoid being judged.

From burgundy nails to “clean girl” makeup, every trend is a transaction. The mean girl may not be selling a product—but her judgment makes you want to upgrade.

💰 Capitalism Feeds on Insecurity

Let’s be clear: capitalism survives by making you feel like you’re never enough. Not rich enough, pretty enough, polished enough. And one of its strongest tools? Social pressure.

You don’t have to see an ad. Sometimes, one viral clip of someone saying, “These nails are giving broke,” is all it takes to trigger a spending spree.

Mean girl culture enforces aesthetic rules. Capitalism sells the solutions.

 🇿🇦 Case Study: Ntatu Zungu & the Nail Economy

In South Africa, Ntatu Zungu is known for her hot takes on beauty and fashion. When she calls out burgundy nails as “basic,” the reaction is immediate. Some people switch to trendy colours to stay current. Others rebel by doubling down on burgundy—but even rebellion means booking a nail appointment, buying polish, or posting a new set.

This is how mean girl behavior drives the beauty economy. Whether you’re conforming or resisting, you’re still spending.

 🧛🏼‍♀️ Pop Culture Example: Caroline Forbes and Aesthetic Power

Even fictional characters like Caroline Forbes from The Vampire Diaries reinforce the beauty-capitalism connection. As a vampire, she doesn’t need to age, eat, or buy anything. Yet she’s always in full glam: curled hair, clean nails, curated outfits.

Her image is a template for aesthetic survival: if you want to be admired, be like her. The standard becomes internalised. And the more unattainable the look, the more money it costs to chase it.

 🇬🇧 Where Did This System Start? (Hint: Britain)

The obsession with beauty as status didn’t start on TikTok—it began with British colonial capitalism. In the 1800s, Britain built systems that tied appearance to value: neat hair, light skin, European dress = respectability. These standards were forced onto colonised nations.

Then, capitalism was exported to countries like America and South Africa, where the system evolved. In America, it became influencer culture. In South Africa, it became soft life pressure. But the core message stayed the same: buy your way into belonging.

Even Rebellion Is Marketable

Let’s say you don’t follow trends. You reject the look. You do “natural” hair, bold nails, alt makeup.

Guess what? You’re still buying things. Your rebellion becomes another niche market.

Capitalism doesn’t care if you conform or rebel—as long as you feel the need to spend.

So... Who Wins?

Not the girl trying her best.

Not the one rebelling.

Capitalism wins. Every time.

The system profits from your self-doubt. Mean girl culture may seem like social drama—but it’s actually a powerful marketing tool.

That’s why mean girls are accessories to capitalism—not because they created the system, but because they help it run.

Final Thoughts: What Do We Do With This?

The answer isn’t to cancel beauty, or reject confidence. It’s to stay aware.

Ask yourself:

1. Am I doing this for me—or because I’m afraid of being judged?

2. Who profits when I feel ugly, broke, or “not enough”?

3. Can I enjoy beauty without being controlled by it?

Capitalism is sneaky. But knowledge is a form of resistance.

Join the Conversation

What’s a trend you followed just to avoid being judged?

Drop your thoughts in the comments