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Woman's cheeky PSA to swap sports metaphors for makeup lingo at work has other women applauding

"The deal's not over before we apply the setting spray" needs to be said in offices immediately.

@arikraemerhq/TikTok

Can we please normalize this??

Anyone who’s worked in an office setting knows that corporate lingo and sports jargon go hand-in-hand. In fact, the two are intertwined within history, but that’s another story. But while there’s nothing wrong with “knocking it out of the park” or “being a team player,” what if workplace language took a more feminine turn?

This was the thought experiment that began after Ari Kraemer, a 32-year-old sales and marketing professional from Minnesota, began quite literally flipping the workplace script by injecting makeup and beauty metaphors into the conversation. Honestly, it’s something Elle Woods would be so proud of.

In Kraemer's first video, posted in May, she says things like, "I know we want to move forward with this, but are we adding the foundation before the primer here?" and, "I'm seeing buying signals here too, but the deal's not over until we add our setting spray," which beauty aficionados will immediately understand.

@arikraemerhq We’re gonna need a full beat to win this pitch
♬ original sound - Ari Kraemer

If you need a translation, Kraemer is basically suggesting that someone is getting ahead of themselves in the first statement, and that the “deal” isn’t over until a final, cementing action is taken in the second. So maybe like, “You’re stepping up to the plate without a bat” and, “The game’s not over until the clock reaches 0:00”? I don’t know…I’m not a sports person!

Kraemer’s silly-but-smart video quickly went viral and got such positive feedback.

"Great analysis of how gendered language is," one person shared.

Another said, “As someone who works at Ulta corporate, I’m using all of these.”

Similarly, another added, “I work in cosmetic science. I’m going to legit start using these at work.”

And of course, people were inspired to contribute their own suggestions.

"We're aiming for a natural glow, not a full beat."

"I think we're veering on blush blindness with this. Let's scale back."

“Great initial idea, needs a blending shade.”

“You’re trying to add lashes before the glue is tacky.”

"The client wants Charlotte Tilbury quality on an NYX budget."

Following her viral success, Kraemer has posted quite a few more of these bad boys. Including one below where we really get to see makeup and sports metaphors go head-to-head…ultimately coalescing in the most wholesome way.

And to think, this all started after going to a work summit where the speaker constantly used sports metaphors, leaving Kraemer and a female colleague feeling isolated. "It kept distracting from his point," she said in an interview with BuzzFeed. "My female colleague and I joked about it, and I thought, Why not flip the script? Why do we always default to sports and war when talking about business?"

In a subsequent interview with Newsweek, she added that, "Traditional sports metaphors feel overused, and they exclude those of us who do not follow sports.” She believes her videos “resonated because so many women want to show up in ways that reflect their authentic experience.”

@arikraemerhq Replying to @anna f curtis • skincare stuff more requests from the comments and a few originals #corporatehumor #womeninbusiness #worklife ♬ original sound - Ari Kraemer

And for those who would like to infuse a bit more beauty gab into the workplace to give it a true glow-up, Kraemer even wrote a book, titled Touching Up, compiling some of her most beloved makeup-inspired phrases. The book, of course, is an unapologetic hot pink. Again, so Elle Woods-coded. Love to see it.

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Women rally behind a mom who's tired of being judged for having a full face of makeup

“Why are we judging moms on their parenting because of how they look?"

@emloublogger/TikTok

Self care doesn't make you "one of THOSE moms."

Virtually no one is here to argue that mom shaming isn’t a very real thing that every woman with kids must endure on some level during parenthood—be it for whether or not the breastfeed, whether they enroll their kids in this school or that school, or in this case, whether or not they choose to wear makeup.

Yep, you read that right. Recently, a mom named Emma Hutton, who happens to work in the beauty industry as a nail tech, shared via TikTok how she experiences judgement for always being seen with her makeup and hair completely done. In fact, she had been dubbed "one of them type of moms” for it, as though that could possibly indicate what type of mom she was.

In reality, Hutton explains, wearing makeup has absolutely nothing to do with being a mom. She wakes up extra early to put on a full face because “it makes me feel my best.” And when she feels her best, “the day goes better." That’s it, no deeper hidden meaning. But somehow some folks have taken it to be some sort of signal about how inattentive or superficial of a parent she must be, which Hutton seems to find ridiculous.

@emloublogger

I’ll always be one of “them” 😎😂 #mums #mumlife #mumsoftiktok #momlife #momtok #mumtok #mommy #parents #mum

“Why are we judging moms on their parenting because of how they look? You don’t see me judging moms that are in the school playground in pajamas because they literally run out of the house to get their kids to school on time,” she says in her clip.

Clearly, Hutton wasn’t the only one who was irked by this double standard, judging from the support she got in comments. One person even surmised that some jealousy was at play, writing “how you look triggers insecure people that don’t make enough time for themselves. Only miserable people look at what others are doing.”

Others simply commiserated on the fact that, no matter what, the mom shaming would commence. As one person shared, “I go days looking done up and then days looking like Adam Sandler, either way I'm judged. Can’t win.”

We’re all pretty aware that maintaining our appearance can do wonders for our mental health, and makeup can play a huge role in releasing those mood-boosting endorphins. For example, a study published in the journal Cosmetics in 2018 found that when women applied makeup, they reported significant decreases in feelings of sadness, tiredness, and anger.

Even the ritual of putting on makeup, which Hutton told Newsweek was her “me time,” can be a sort of mediation, helping folks tune into the present moment and lower stress. Plus, there can be something very empowering in mastering which colors and techniques bring out your best features. Yes, we live in a world where the beauty industry tries to capitalize on needing to “fix” flaws, but for far longer, makeup has been a magical form of self expression and self care.

And more to the point, why are we chastising moms for trying to maintain this aspect of their identity? As Hutton told Newsweek, "I have always worn makeup and cared about my appearance, so I don't think that should change just because I'm now a mom." And that’s really the message to drive home here. Motherhood is a major component of womanhood, but it isn’t the only component. Women are allowed to nurture the part of themselves that isn’t solely focused on raising a child, and in fact need to in order to stay sane—whether that be through throwing on some lipstick, going to a workout class, having coffee with a friend, or carving out some other variation of “me time.” Kudos to the moms who prioritize self care in whatever way they see fit, regardless of the looks they get. You really are paving the way for more empowerment.

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A comic about wearing makeup goes from truthful to weird in 4 panels.

A hilariously truthful (and slightly weird) explanation of the "too much makeup" conundrum.

Image set by iri-draws/Tumblr, used with permission.

A comic shows the evolution or devolution from with makeup to without.

Even though I don't wear very much makeup, every few days or so SOMEONE...

(friends, family, strangers on the Internet)

...will weigh in on why I "don't need makeup."

Now, I realize this is meant as a compliment, but this comic offers a hilariously truthful (and slightly weird) explanation of the "too much makeup" conundrum.

comic of woman with "too much makeup"

“Why do you wear so much makeup?"

Image set by iri-draws/Tumblr, used with permission.

comic of woman with "natural makeup"

“See, you look pretty without all that makeup on."

Image set by iri-draws/Tumblr, used with permission.

comic of woman with no makeup

“Wow you look tired, are you sick?"

Image set by iri-draws/Tumblr, used with permission.

comic of lizard person

When I shed my human skin...

Image set by iri-draws/Tumblr, used with permission.

Not everyone is able to turn into a badass lizard when someone asks about their face-painting hobbies. Don't you kinda wish you could? Just to drive this hilarious comic all the way home, here are four reasons why some women* wear makeup:

*Important side note: Anyone can wear makeup. Not just women. True story.


1. Her cat-eye game is on point.

gif of woman with cat-eye makeup

Her cat-eye game is on point.

Via makeupproject.

2. She has acne or acne scars.

gif of woman waving

She has acne or acne scars.

Via Carly Humbert.

3. Pink lipstick.

woman with bright pink lipstick

Yes, pink lipstick.

Via Destiny Godley

4. She likes wearing makeup.

Happy to be going out and feeling good.

Happy Going Out GIF by Much.

While some people may think putting on makeup is a chore, it can be really fun! For some, makeup is an outlet for creativity and self-expression. For others, it's just a way to feel good about themselves and/or enhance their favorite features.

That's why it feels kinda icky when someone says something along the lines of, "You don't need so much makeup!" Now, it's arguable that no one "needs" makeup, but everyone deserves to feel good about the way they look. For some people, feeling good about their appearance includes wearing makeup. And that's totally OK.


This article originally appeared ten years ago.

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Mom uses a brilliantly simple, one-word switch while teaching her daughter about makeup

Imagine if all daughters were taught to think of makeup this way.

@maggiekatz/TikTok

One simple change can make all the difference.

Makeup is an incredibly fun form of self-expression. At the same time, it’s deeply enmeshed with the problematic beauty standards that rob women of their self-worth. Many grown women have a rather complicated relationship with it, so it’s no wonder that they might have a hard time knowing exactly how to have a conversation about it with their own daughters.

But one mom has a pretty awesome solution for teaching her child about makeup in a healthy way, and it all comes down to a simple word switch.

In a video posted to her TikTok, Maggie Katz has a pretty adorable exchange with her daughter in front of the bathroom mirror as they put on makeup together.

As they do, Katz tells her daughter “You look so fancy.”

Note the word “pretty” is not mentioned here.

Katz continues, “And why do we do makeup? Because it’s fun and we get to look fancy. But are we pretty no matter what,” to which her daughter enthusiastically agrees.

And that’s it—that’s the entire video. But it’s so easy to see what a profound mindset shift this language tweak makes. Imagine if all of us had been taught to view makeup as something that merely adorns or elaborate on what’s already there, rather than fixing unlovable flaws.


@maggiekatz

The words we hear growing up have an impact ❤️ #makeup #momsoftiktok #raisingdaughters #fancy


“I needed this as a kid,” one person shared. Another wrote, “This lady on here fixing all the little people inside of us.”

So many people chimed in to praise Katz’s idea, saying that they would be following her lead.

“THANK YOU!,” one person wrote. “I put on makeup occasionally for super special events and I’ve struggled with how to explain it besides saying it’s fun to be artistic sometimes. I’ll be using this.”

Another echoed, "I will be teaching my daughters this way now.”

Others shared how they too have incorporated different phrases like “glamorous” or “fun” rather than “pretty” when teaching their daughters about makeup—or just thinking about it for themselves.

And for what it’s worth, Katz believes in boys feeling fancy with makeup, too. In a comment she wrote, “I have a son too (he's a few years older) and it definitely works with him too. I've worked to remind him that we can all find beauty everywhere we look and that everyone is special in their own way.”

The conversation struck up by Katz’s video is just one way our collective mindset towards makeup has seemed to shift for the better. Yes, we hear tales of Sephora kids being prematurely fixated on anti-aging, but maybe that’s only one part of the picture. After all, we also see celebrities going more bare faced, as well as more people advocating to do away with overly photoshopped ads for beauty products.

Speaking of ads—it’s interesting to note that for years makeup was sold to women as something they needed in order to feel beautiful/worthy/acceptable/etc. But then Gen Z came into the scene, with their fun eyeliner shapes and crazy color combinations just for the hell of it, and now makeup has become more of an art form than a clutch. And makeup sales are more booming than ever. Companies take note: you don’t have to disempower people to push products. Just saying.

Whether you’re a bona fide glambot or prefer to save the eyeliner for special occasions, may this be a reminder to you (and any little ones you’re trying to uplift) that you’re perfect exactly as you are.

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