Abstract
The article is a reflection on the book ‘Companion to Beauty Politics edited by M. Craig and published by Routledge. This collective monograph is interesting not just for its analysis of intersectionality (the inextricable intertwining of race, class and gender politics), but also for its identification of the biopolitical dimension of contemporary neoliberal capitalism, which views people as human capital that must be effectively managed in order to maintain its hegemony. The main goal of aesthetic politics in the era of neoliberalism is the commercialization of body care labor and the expansion of aesthetic consumption for profit. Like medicine, education, sports and culture, aesthetic representations have become a business under neoliberalism, not just managed from above, but an example of maximum internalization a fusion of management and consumption at the level of individual subjectivation strategies.
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