Building Boundaries

We live online.

We buy beauty products likeThe Ordinary’s Retinolbecause TikTokers tell us to.

for spotlight her niche focus on luxury beauty and fashion, Sheth rarely smiles in her feed posts.

collage of three polaroid images all featuring young women with nonsmiling facial expressions

Courtesy subjects. Design by Soleil Summer.

She’s aware that, so you can amass a loyal following, she needs to look authentic.

I’m not your standard like, ‘Hey guys, what’s up?’

influencer, I’m justbeingeffortless and cool."

content creator Malvika Sheth sitting in a grass field wearing a red dress black blazer and white rectangular…

Malvika Sheth

Candid smiles and genuine joy just don’t fit into the aesthetic.

she says, laughing) and moments of genuine joy just don’t fit into the aesthetic.

It’s for consumers to engage with.

photo of content creator cassandra caldwell standing in front of a pond and brown building with her hands in her…

Cassandra Caldwell

And Cadwell knows that “cool” girls sell clothes and make-up better than anyone.

But choosing not to smile was as much of a performance as it was a convenience.

The only difference between then and now?

polaroid portrait of podcast host ali weiss wearing a pink tank top with her blonde hair pulled back into a high…

Ali Weiss

“Taking photos can actually be very intimate.

I don’t smile so I can protect myself a little bit.”

But those two opposing perspectives and goals are now starting to merge.

So, she uses unsmiling photos as a shield for her own sanity and confidence.

“But taking photos can actually be very intimate.

“As much as we can criticize no smiles, is there anything worse than a fake smile?”

Leaney asks, laughing.

She’s right: I think I’ll take a stab at smile a bit more.

Kindness and joy are always in vogue, after all.