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FLEB Marketing Tactic #5 Weaponized White Femininity

Day 5 of How To Spot a Female Lifestyle Empowerment Brand (FLEB).⁠

If you’re a consumer, this crash course can help you make an informed, powerful decision about who you offer your time, money, and attention to.⠀

If you’re an entrepreneur, download this free 10-day class to help you audit your own business practices, so that you can:⠀

  1. Bake justice into your business practices and marketing (and flourish while you do that)⠀
  2. Make sure you’re creating the social and client impact you intended⠀


The first rule of The Female Lifestyle Empowerment Brand is be beautiful and show it.⠀

Get professional, exceptionally flattering photos preferably in luxury locations — some version of this advice is often the first task in a business coaching program or a new product launch.⠀

White women entrepreneurs are trained to use conventional, acceptable femininity and beauty – if they can access or signal such a thing — to get attention, gain audience and construct authority.⠀

But beauty norms in our culture are not universal.⠀

They are specific. They’re white.⠀

So when white marketing & business coaches use beauty, heterosexuality and glamorous photoshoots signalling hyperfemininity as part of their outreach strategy **and then teach other white women entrepreneurs this success model** they’re leveraging white supremacist beauty norms to create relationship, reputation, reach and revenue.⠀


Right now, white women entrepreneurs get trained to produce pretty pictures that tell a story of fake authority (privilege).⠀

Instead of doing that, white women can DECIDE the story they want to tell and then create photos that tell THAT story. ⠀

Is the brand is about being a nonconformist? Wear clothes that signal that and use poses that signal that.⠀

Is the brand about building authentic power? Choose objects and styling that signals that.⠀

What is the female lifestyle empowerment brand (FLEB)

and why is it a problem?


  • Conform to the cultural demands of Ideal Femininity in order to rise
  • Reinforces gender dualist/binary


  • Display wealth, privilege & leisure in order to manufacture social authority over other women


  • Use the language of feminism & social change to bait a women into following/buying… while doing (oppressive) business as usual.
  • Conflates individual success with collective empowerment (they are not the same thing)


  • Teach women how to style themselves as saleable, consumable objects in order to ‘succeed’
  • Asks us to erase ourselves in order to perform a brand character

Right now, white women engineer photos and edit photos based on how pretty — aka how close to white beauty ideals — they make them look. Create photos with a different purpose, entirely. Tell the story of THE ACTUAL WORK in the business visuals.


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