September 10, 2025Deleted JournalOpen Access

Beauty as Capital: Saleswomen’s Experiences in Pakistan’s Multinational Retail Sector

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Qualitative research reveals how beauty capital influences career success in multinational firms, highlighting gender dynamics.

Beauty capital significantly affects career paths and workplace identities in multinational corporations.
Eighteen participants in the study highlighted both the benefits and challenges associated with aesthetic capital.
Thematic analysis unveiled intersections of global beauty norms and local cultural expectations in professional contexts.
Findings enhance gender and work scholarship by integrating cultural capital frameworks with feminist perspectives.

Zubair et al. (2025) studied this question.

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