Reflecting on rising trends within social media, this thesis challenges prevailing narratives surrounding beauty maintenance. It poses the following research question: ‘What does the recontextualization of aesthetic labour as self-care reveal about the new digital economy?’ Aesthetic labour functions with the goal of meeting specific visual standards, and since its first emergence in the service industry, the concept has been expanded on to encompass a broader range of issues and environments. For instance, it has been popularly written about in a postfeminist context by authors such as Rosalind Gill. Neoliberalism gave birth to a third wave of feminism, referred to as postfeminism, under which it is believed that women can become empowered through individual choice, embracing femininity, and navigating within existing systems rather than challenging them. Consequently, online discourses have indicated an increase in performative aesthetic labour for women, guised by notions of consumer choice and liberal expression. This thesis is structured into three chapters, combining both primary quantitative and secondary literature sources in its research. Each chapter revolves around themes arising within post feminism including personal choice and consumerism. Focusing on the rapidly growing interactive media platform TikTok, a critical analysis of hashtags #BeautyMaintenance and #GRWM (Get Ready With Me) is made. A questionnaire is used to gather supplementary data to further contextualise the observations established though the hashtag case studies. Ultimately, the findings of this thesis indicate a mass proliferation of beauty maintenance among TikTok’s users, reaching a strikingly young female demographic.