The Relationship Between Makeup-Use and Self-Efficacy Among Gen Z Female Corporate Employees in Taguig City, Philippines

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.