The quantitative study investigated the relationship between aesthetic labor demands and body esteem among saleswomen in Metro Manila malls. The primary objective was to understand how the pressure to conform to beauty standards in retail affects saleswomen’s perceptions of their bodies and self-worth. 200 female saleswomen aged 20-35, working in fashion-related sections of a Metro Manila mall for eight years or less, were selected using purposive sampling. The respondents completed surveys measuring aesthetic labor performance and body esteem after they answered the informed consent through Google Forms. Findings revealed that participants exhibited high levels of aesthetic labor performance since the companies they work for want to instill a desired brand image and positive shopping experience to the customers. Additionally, the respondents exhibited medium body esteem, indicating that they do not self-criticize nor highly admire themselves excessively. A significant, moderate positive correlation (p < 0.05) emerged between aesthetic labor performance and body esteem, suggesting a positive link between meeting workplace aesthetic expectations and positive body image. Linear regression analysis further supported this relationship, demonstrating that aesthetic labor performance significantly predicts body esteem with a moderate degree of association. This highlights the substantial influence of workplace beauty standards on saleswomen’s self-perception. Based on the findings, the researchers recommend exploring specific domains of aesthetic labor and body esteem, expanding participant demographics across Metro Manila, and considering participant predispositions. They also suggest strengthening collaborations with more malls to bolster future research efforts, enhancing the understanding of these dynamics within the retail environment.

Keywords: aesthetic labor; beauty standards; saleswomen; body esteem; Metro Manila malls, linear regression