Enshittification: why we feel so many experiences are getting worse and how to choose beauty discerningly

Caring for skin and hair should feel like a simple ritual: clarity, calm, and consistency. However, many shopping experiences have become noisy: too many promises, too much haste, too many recommendations that feel more like pressure than help. And when care stops being caring, the customer notices.

In recent years, this progressive degradation of experience, especially in digital environments, has been given a name: enshittification (you might also see "enshitification"). The term became popular after technology writer and activist Cory Doctorow's analysis described how many platforms and services can worsen over time when optimized to extract short-term value (rather than provide real value to the user).

The interesting thing is that this conversation is no longer just "about technology." It is influencing how we choose brands, how we value quality, and what we expect from an experience: more clarity, more control, more humanity.

What enshittification means in beauty (and why it matters)

The most frequently cited pattern is this:

• Initially, the service is very good for the user.
• Over time, it reconfigures to prioritize commercial interests (advertising, affiliation, conversion pressure, data collection).
• Finally, the experience degrades for everyone; the user feels "pushed," and the real value decreases.

In beauty, this is immediately recognizable: endless routines, constant launches, artificial urgency, automatic recommendations without context, and a feeling of "you're always missing something."

Signs that an experience is designed to push you, not to care for you

Without dramatization, there are very clear indications:

• "Bad" friction: too many steps, too many interruptions, too much confusion.
• Opacity: you don't know why something is recommended to you, or what it's based on.
• Insistence: messages and offers that pressure more than guide.
• Loss of control: managing preferences or canceling becomes difficult.
• Noise over judgment: many promises, little explanation.

When this happens, the result is not just "annoyance": it's distrust. And in personal care, trust is everything.

The customer's reaction: less algorithm, more intention

There's a very interesting response to this saturation: more and more people value experiences that are less "instant," but more useful. It's not about making life complicated; it's about recovering what works:

• Simple diagnosis.
• Sustainable rituals.
• Consistent routines.
• Expert advice when needed.
• Realistic expectations.

It's a return to the essential: what truly cares for you.

Modesta Cassinello's stance: long-term beauty, centered on the person

At Modesta Cassinello, we advocate a simple idea: a trusted brand is not defined by what it promises, but by what it sustains.

• It sustains clarity.
• It sustains consistency.
• It sustains human connection.
• It sustains a long-term vision.
  

And this translates into concrete decisions: rigorous formulation, honest communication, and caring for the experience as part of the product.

If you want to see this philosophy applied day-to-day, there are articles that explain it from the ritual and practice: "How to apply shampoo: emulsify and rinse better" or "Less extremes, more conscious routine."

10 practical commitments against "enshittification" in beauty

So that this doesn't remain just words, here's how we bring it to life:

1. Clarity before pressure. Less artificial urgency, more useful information to decide calmly.
2. Recommendations with judgment (and limits). We prefer to say "this is not for you" when appropriate. Trust is also built on concessions.
3. Sustainable routines, not full cabinets. A routine works when it's repeated. That's why we advocate for the essential: what contributes and is sustainable over time.
4. "Good friction": rituals that bring you calm. Care is not haste. Care is consistency. Turning the bathroom into a space for ritual changes your relationship with your hair (and with your time).
5. Science with sensitivity. Rigor in formulation and, at the same time, a sensory experience designed to accompany you, not to impose itself.
6. Instructions that improve results (really). Sometimes the difference is in a gesture: emulsifying shampoo a few seconds before applying it improves distribution and rinsing. It's practical efficacy, not marketing.
7. Transparency with realistic expectations. Explaining what a product can provide, how long a change usually takes, and what limits exist.
8. Human relationship with customers (and also with suppliers). Working with continuity, listening, and shared demands. This is reflected in service, quality, and coherence.
9. Meaningful innovation. We prefer improvements that change use (and results) over novelties that only add noise.
10. Long-term vision centered on you. We don't design for conversion "spikes." We design for you to think months from now: "this feels good, I understand it, I can maintain it."

And dietary supplements: how they fit into honest beauty (without extending routines)

In dietary supplements, "enshittification" is seen, above all, in two things: excessive promises and confusion.

Our general recommendation (if you decide to incorporate them) is simple:

• They should have a clear purpose (not "for everything").
• They should fit into a strategy of habits and consistency (not as an immediate solution).
• The brand should be transparent about what evidence supports their use and how they should be taken.
• They should not be used as a substitute for professional assessment if there is a medical problem or significant hair loss.
  

Supplements, yes, but with the same philosophy: clarity, honesty, and long-term focus.

If you want to know which dietary supplement for hair care to choose, you can do so in this post.

How to choose beauty brands with discernment: quick checklist

Before buying, ask yourself:

• Do they explain the "why" behind their recommendations?
• Do they tell me who it is for and who it isn't for?
• Does the experience respect me or push me?
• Is the routine they propose sustainable?
• Do I feel supported?
  

If a brand gives you clarity, helps you decide, and leaves you feeling in control, you're probably in the right place.

An invitation

Trusted beauty should not leave you feeling rushed, doubtful, or pressured. It should leave you with clarity: what you need, why you need it, and how to sustain it.

In a world that sometimes turns care into noise, our stance is simple: your time is also part of the treatment.

If a brand pushes you, confuses you, or makes you feel like it's never enough, perhaps it's not truly caring for you. And if it accompanies you with discernment, honesty, and a long-term vision, then you're not just buying more: you're choosing better.

FAQs

1) What is "enshittification"?

It's a term that describes how some platforms or services worsen over time: they become noisier, more insistent, and less useful, prioritizing commercial objectives over user experience.

2) How do you say "enshittification" in Spanish?

The original term enshittification is widely used. You will also see the adaptation "enshittificación" (with an accent mark), especially in Spanish texts.

3) What does "enshittified" mean?

Enshittified is the English adjective to describe something that has been "enshittified": a service or experience that has degraded and is perceived as more extractive or less user-centric.

4) What does enshittification have to do with beauty and cosmetics?

In beauty, it is reflected in shopping experiences that confuse or pressure: too many promises, endless routines, artificial urgency, and automatic recommendations without context. The result is often fatigue and distrust.

5) What is "algorithmic fatigue" in beauty?

It's the weariness from constant recommendations and opaque personalization (feeds, "for you," upsells), which can make the user feel less control and more noise when trying to make a decision.

6) How to recognize if a brand or e-commerce "is pushing me"?

Common signs: chained pop-ups, artificial urgency, insistent messages, unexplained bundles, difficult-to-manage subscriptions, and little clarity about who each product is (and isn't) for.

7) What is "good friction" (anti-convenience) in a beauty routine?

It is chosen friction that adds value: simple diagnosis, sustainable rituals, clear instructions, consistency, and education. It doesn't complicate; it organizes.

8) How to choose a trustworthy beauty brand?

Look for: clarity in the "why" of recommendations, honest explanations (including limitations and who it's not for), sustainable (not excessive) routines, transparency, and an experience that respects you (without pressure).

9) How do dietary supplements fit into an honest beauty vision?
They fit when they have a clear objective, are approached with realistic expectations, and are integrated into habits. If a brand promises "quick and universal" results without nuance, it's wise to be wary.

10) Why does a long-term vision matter in cosmetics and hair care?

Because skin and hair respond better to consistency than to impulses. A long-term oriented brand prioritizes maintainable routines, education, and decisions that don't depend on trends.

 

Each article is backed by the expertise of our founder and CEO Dr. Modesta Cassinello, Doctor in Pharmacy and Diploma in Nutrition, committed to excellence in skin and hair care.