Women’s Intrasexual Competition Results in Beautification

Psychology research focuses primarily on male competition. This research, however, investigates women’s competition for love and the ideal partner in the mating market and reveals one psychological consequence for women, that is, beautification. This is demonstrated with ecologically valid, real-world archive and online search query data, a quasi-experiment, and a series of controlled experiments with random assignments. Intrasexual competition, indexed by the operational sex ratio (OSR) and income inequality (GINI), predicts women’s beautification reflected by Google search queries for cosmetic surgery terms (Study 1) and the density of certificated plastic surgeons (Study 2). Female college students from faculties with female-biased OSRs exhibit greater appearance focus than women from male-biased faculties (Study 3). A causal relationship, between women’s intrasexual competition and beautification (and even self-objectification), is subsequently demonstrated in experiments (Studies 4–6). Additionally, self-objectification due to intrasexual competition leads to women’s preference for appearance-oriented products (Study 6). Implications are discussed.