Abstract:
This study aimed to explore the relationship between makeup use and self-efficacy among
Generation Z (Gen Z) female corporate employees in Taguig City, Philippines. Data was
collected from 384 respondents aged 18-27 using a quantitative survey with the Amount of
Makeup Used Scale and the General Self-Efficacy Scale. The results revealed a positive and
moderate correlation (r = 0.445, p < 0.05) between the amount of makeup worn and self-efficacy
levels. Heavy makeup wearers (those using 5-12 makeup products) exhibited significantly higher
self-efficacy (M = 3.54) compared to non/light makeup wearers (0-4 products; M = 2.77), t(382)
= 9.709, p < 0.001. The findings align with theoretical frameworks such as the "what is beautiful
is good" hypothesis and the Self-Efficacy Theory, suggesting that enhanced attractiveness
through makeup may contribute to improved self-evaluations of competence and capability. The
study contributes insights into the interplay between attractiveness, makeup-use, self-perception,
and workplace dynamics among Gen Z Filipina corporate employees. Implications for
organizations, employees, and future research are discussed, emphasizing the need for inclusive
workplace policies, open dialogue, and further exploration of cultural, generational, and
intersectional factors influencing the makeup-self-efficacy relationship.
