Recently, I tracked down Dines, who teaches at Wheelock College in Boston, to see if she thinks modern women are forcing change in the beauty industry. Her answer, in a word, was no.āHow does one empower a woman through a makeup brand? Iāve got no idea,ā Dines says over the phone. āWhat empowers women is equal pay, stopping rape, more battered womenās shelters, Planned Parenthood⦠thatās what empowerment, or rather liberation, of women is.āDines says she isnāt critical of makeup brandsāor women who buy from themābut worries that focusing on individual empowerment distracts from the bigger picture. āEmpowerment is changing the conditions of oppression,ā Dines says. āAnd no amount of makeup in the world is going to do that.āThereās also the concern that popularizing the idea of ānaturalā beauty merely holds women to another impossible standard. Maybe what weāre seeing is simply the myth of the ācool girl,ā reborn for 2017.