Not necessarily, according to French journalist Lea Lejeune, author of, a recently published book calling out the appropriation of feminism by brands whose own internal practices don't necessarily chime with their discourse on supporting women.
Lejeune has revealed the underside of how brands are appropriating feminism, and how pro-women themes have become something of a honey pot, notably in the world of fashion and beauty. The aim is to boost sales while, according to the author,"the company in question isn't really taking action on equality". And"the companies that strive to boost their image on the back of one of the pivotal values of contemporary society" are lauding"a facade of feminism".
She also looked at beauty brands, for example:"A makeup [item] – even one that's healthy for skin and manufactured by workers who are properly paid and promoted – remains a tool for conforming to society's beauty norms at a given point in time.