"For Her" Marketing: Fixing Problems or Creating Insecurities?

This International Women’s Day, I’m reflecting on the simple things that can truly “Accelerate Action”. While we undoubtedly need support from big corporations and the government, this time, I want to focus on something more personal—how our everyday choices can move us toward the change we aspire to see. One of the simplest yet most impactful? Being intentional about where we choose to shop.

It’s hard to resist the temptation to shop these days. As a 23-year-old woman, there are four apps that I mostly use on a daily basis: Instagram, Shopee, YouTube, and TikTok. While not all of these apps are e-commerce platforms, I can still buy things directly from them. It’s definitely practical: I see a skirt I really like in a TikTok video, and with just a few taps on the yellow cart feature, it’s mine. So far, no problem.

We live in an era of content. Thanks to the algorithm, we consume an endless stream of videos, images, and recommendations tailored to our interests. But what happens when these recommendations are less about helping us and more about exploiting our insecurities? This is where the "for her" approach, starts to blur the line between solving problems and creating them.

Read: The Psychological Strategies of Influencers

When "For Her" Actually Helps

There are brands that genuinely innovate to meet women's needs. Take Popflex by Cassey Ho, for example—an activewear brand that prioritizes functionality. 

Cassey Ho is also known and loved for her YouTube channel, Blogilates, where she uploads workout videos and the behind-the-scenes content of her brand. With over 10 million subscribers, Cassey often incorporates feedback from her audience into her designs, resulting in standout features such as pinch-free waistbands, leggings with squat-proof fabrics, and sports bras that provide real support without sacrificing comfort. 

Popflex constantly evolves, driven by Cassey’s talent and passion for creating functional activewear. Her viral content continues to introduce more people to her brand—so much so that even Taylor Swift was spotted wearing her famous Pirouette Skort.

Another great example is DivaCup, one of the most recognized menstrual cup brands globally. When it launched in 2003, menstrual cups were still niche, so their marketing emphasized on educating menstrual cups as a sustainable, cost-effective alternative to pads and tampons. At that time, they normalized conversations about periods by collaborating with gynecologists and menstrual health advocates–shifting the narrative from it being a taboo subject into education and empowerment.

Brands like these are solving genuine problems. They listen to their consumers, recognize the gaps in the market, and create products that empower rather than exploit. But unfortunately, we know not all brands take this approach.

Read: Beyond Buzzwords: Transforming DEI into Action and Impact

When "For Her" Exploits

On the flip side, there are products that exist purely to prey on insecurities: mercury creams that push the outdated and damaging belief that lighter skin is more desirable, slimming teas or pills that claim to "detox" your body while offering no real health benefits, and even bizarre items like neck wrinkle patch—who decided that was a problem in the first place?

There’s also the 12-step skincare routine that was popularized by Korean beauty brands and influencers. This trend convinced people that layering a dozen different products was the secret to flawless, “glass skin”. But do we really need that many serums, ampoules, and essences? And why must we compare our skin to glass? Many dermatologists say no—calling it excessive, expensive, and more about selling products than actual skin health.

One thing I’ve noticed is that these brands often rely on instant, drastic change marketing—promising quick, almost too-good-to-be-true results. It’s an easy way to grab attention and convince consumers, but when we really think about it, are we truly convinced by these claims? Can a single pill really help us lose 10kg in just a month without any other effort?

These kinds of promises prey on our desire for fast solutions, often overlooking the complexities of real, lasting change. Whether it’s weight loss, skincare, or fitness, sustainable results do take time.

The beauty industry is infamous for selling women on unrealistic ideals. The rise of social media has only intensified this, with influencers and celebrities pushing products that often reinforce the idea that natural beauty isn’t enough. Women are constantly being told they need to fix something, whether it’s cellulite, wrinkles, or body hair. But are these really problems, or have they just been marketed as problems?

Read: Thoughtful Consumption: The “Last Mile” in Well-Being and Sustainability

Breaking the Cycle: How Consumers Can Demand Better

I’m not saying that “for her” marketing is bad. Men and women have different needs, and what seems unnecessary to one may be essential to the other. Thoughtful innovation that genuinely improves lives is always welcome.

But it’s worth asking: Is this product solving a real problem, or just creating a new insecurity for me to worry about? When brands prioritize profit over purpose, they come up with issues we didn’t know we had.

As consumers, we hold more power than ever. Social media has given us a platform to call out bad marketing, and brands are starting to take notice. Many companies and influencers have faced backlash for pushing unnecessary trends—like the 12-step skincare routine, which dermatologists have frequently criticized in reaction videos.

As women continue to gain more influence in industries like fashion, health, and wellness, there’s hope that marketing will shift from exploitative to empowering. We’re already seeing more brands take a stand—whether it’s athletic wear designed for female bodies or beauty brands promoting skin acceptance rather than perfection.

But the fight isn’t over. Companies will always find ways to capitalize on insecurities, and it’s up to us to push back. It’s for us to decide whether we want to uphold these unrealistic standards or challenge them. After all, without demand, there’s no supply.

This International Women’s Day, let’s take it as a reminder to be mindful of how we spend our money. In the end, the strongest message we can highlight is this: Women don’t need to be “fixed”. We just need products that truly serve us.

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