nothing to do besides plume themselves. Some time after, Simone de Beauvoir implored women to go beyond their bodies by rejecting emotional responses and the superficiality of beauty. De Beauvoir urged that this was the way to equality for women. Fashion, glamour and beauty have always been viewed as superficial and problematic. Second wave feminism viewed these as bondage, being oppressive and exploitative. Third wave feminism was birthed out of the demands of the second wave of feminism. Women wanted to continue to fight for equality and to continue their activist work, while not fitting into the box of what society felt a feminist should look like. While second wave feminism focused more on political activism and pushing the beauty ideals away, lipstick feminism embraced both beauty standards and political activisms. Criticisms Nineteen and early twentieth century debates criticized the practice of doing things to change or improve one’s appearance. People of the time believed that beauty and virtue were intertwined, so to focus on one’s beauty was abandoning the improvement of one’s virtue. Sentiments began to change once marketing made "paint and powder" cosmetics more easily accessible. The stigma around beauty practices started to diminish, and began being seen as a form of self expression as well as improving one’s chances to be desired for a marriage. Language This movement not only worked to physically empower feminists, but linguistically as well. Lipstick feminism embraces double-standard insults by redefining their meaning and to eliminate the social stigma applied to a woman whose sexual behavior was "patriarchally" interpreted to denote "immoral woman" and libertine. This is seen with words such as: - Chick: first used to describe women as literal chicks with the implication of cowardice and fragility, transformed into a word with the connotation of property to men. The word was applied in literature with ironic uses as a way to target the patriarchal standards set for women, creating chick literature heroines within works such as Sex and the City. - Bitch: lipstick feminists recognize that this word is often used towards outspoken women who do not shy away from expressing themselves thus seeing it more positively. - Slut: as lipstick feminists fight for sexual liberation, reclaiming the word slut has been imperative as it has always been used as a double-standard when discussing sexuality amongst men and women. The reclaiming of this word has helped to spur the transnational