In recent years, the term girlboss has not only become ubiquitous but also sharply divisive. At its height, it represented a gleaming beacon of a new feminist ideal: a woman who was in charge, independent, and succeeding in realms historically dominated by men. Yet, over time, this seemingly empowering brand of feminism has been scrutinized, with many pointing out that it bears uncanny similarities to the very structures of power it purported to dismantle. Rather than freeing women, girlboss feminism often ended up rebranding traditional forms of exploitation, under the guise of empowerment. By closely examining theories in sociology and psychology, we can explore how this happened—and why it feels so familiar.
The Illusion of Empowerment and Hegemonic Feminism
Sociologist Antonio Gramsci’s theory of hegemony posits that power is most enduring when it operates covertly, by making social norms seem natural and desirable. Hegemonic feminism refers to a brand of feminism that supports the status quo by embracing forms of power that mirror traditionally masculine, capitalist success ideals. Girlboss feminism reflects this by presenting the path to empowerment as being like a man in power—leaning into competitive capitalism, individualism, and material success.
By valorizing the self-made woman, girlboss culture encourages us to see empowerment through a narrow lens. Success becomes defined by career titles, brand leadership, and financial independence—but only in ways that still conform to the pre-existing capitalist structures that have historically marginalized women. Rather than fostering systemic change or challenging existing power imbalances, girlboss feminism effectively co-opts the pursuit of equality, selling an individualized dream of “having it all” that leaves little room for collective support or structural reform.
Capitalism and the Commodification of Feminism
A core critique of girlboss feminism centers on its deep entanglement with consumerism. Karl Marx argued that capitalism commodifies anything it can monetize, turning even cultural movements into products. Girlboss feminism became a brandable movement, embodying empowerment in aesthetics and marketable slogans rather than systemic shifts. When companies championed girlboss ideals, they were simultaneously selling the concept of “empowerment” while profiting from it—an arrangement that sustains, rather than subverts, capitalist exploitation.
The success of brands like Glossier, Nasty Gal, and others rode on the image of the girlboss, all while often engaging in the same exploitative practices they claimed to transcend. This commodification of feminism doesn’t just make feminism profitable; it subtly shifts power back to the corporations that own these brands, turning women’s ambition into a consumer good that can be bought, owned, and displayed.
The Psychological Trap of “Empowerment through Overwork”
From a psychological perspective, girlboss feminism also exploits notions of self-worth and resilience, compelling women to see perpetual productivity and resilience as inherently empowering. Psychologist Abraham Maslow posited that human motivation is layered through a hierarchy of needs, from basic survival to self-actualization. By merging self-actualization with success in a professional, capitalistic context, girlboss feminism subtly convinces women that fulfillment is best achieved through relentless work, productivity, and achievement.
Erich Fromm’s concept of the marketing personality describes individuals who derive their worth from how well they can sell themselves to the world—a concept girlboss feminism embraces. By equating empowerment with relentless self-promotion and economic success, this form of feminism reinforces the idea that one’s worth is measured by productivity. But this approach ultimately mirrors traditional, patriarchal values of success that leave little room for other forms of personal fulfillment, such as relationships, creativity, or social activism.
Gendered Exploitation Under a Feminist Veneer
One of the most insidious aspects of girlboss feminism is its tendency to position self-exploitation as empowerment. For centuries, women have been subjected to economic and social systems that undervalue their labor, especially in domestic and emotional roles. Girlboss feminism reframes this exploitation by encouraging women to view professional overextension as liberating, as if running oneself into the ground is synonymous with strength.
Arlie Hochschild’s concept of emotional labor sheds light on how this self-exploitation operates within the girlboss framework. Emotional labor refers to the effort required to manage one’s emotions and present a socially desirable image, often in customer-facing jobs. For the girlboss, this becomes internalized: women in power are not only encouraged to work long hours but also to “hustle” with a smile, adding another layer of unseen labor to their already demanding roles. This self-exploitation under the guise of choice reflects the traditional capitalist ethic in which individual resilience is prized over communal care or fair labor practices.
The Pitfalls of Individualism: Alienation and Isolation
Perhaps the most concerning impact of girlboss feminism is its tendency to foster isolation under the guise of self-reliance. While the girlboss ideal celebrates individual achievement, it often sidelines the importance of community, leaving women disconnected and, in many cases, mentally and emotionally exhausted. Émile Durkheim’s theory of anomie—a state of normlessness or alienation due to societal disconnect—explains how such hyper-individualistic pursuits can erode social solidarity.
Durkheim warned that when individuals feel detached from collective support, they are more susceptible to mental health issues and emotional strain. Girlboss feminism, with its relentless emphasis on personal success, implicitly endorses this detachment. By elevating independence above interdependence, it can leave women feeling unsupported, isolated, and burnt out—an ironic outcome for a movement originally intended to empower.
Reimagining Empowerment Beyond the Girlboss Archetype
True empowerment may require a re-evaluation of what success and fulfillment mean for women. This would involve moving beyond the girlboss archetype to cultivate values like community, authenticity, and collective support. Feminism need not solely celebrate corporate leadership or financial prowess but can also honor paths of personal growth, creativity, community leadership, and caretaking.
The key to dismantling girlboss feminism lies in the recognition that empowerment cannot be dictated by capitalistic metrics alone. By understanding empowerment as a multi-faceted pursuit that transcends mere financial and professional success, women can reclaim agency from an exploitative system that has, for too long, profited off their ambition.
In today’s world, where consumerism increasingly merges with personal identity, reclaiming feminism from commodification may be one of the most radical forms of empowerment. True feminist progress lies in seeking sustainable, equitable, and compassionate structures—not in trading one form of exploitation for another, no matter how glamorous the package may seem.
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