Manicurists' Perceptions of Changing Work Dynamics in Platformized Beauty Services

Our study examines how digital platforms are transforming the work dynamics of beauty professionals, specifically manicurists who provide services through beauty delivery apps. By focusing on the platformization of a traditionally precarious and feminine occupation, we aim to contribute to a better understanding of how gender issues are explored within platformization. Our analysis is grounded in the perspectives of the manicurists themselves regarding their experiences with platform-based work. We explore their motivations for joining and staying in app-based work and the perceived impacts of these new dynamics on their lives. The research was primarily conducted through semi-structured interviews with manicurists who work for Brazil's leading beauty delivery app in the city of São Paulo. Our findings reveal several changes brought about by platformization in the work routines of manicurists. Notably, manicurists perceive greater autonomy when working through the app, particularly compared to salon-based employment. This perception mainly stems from the flexibility in working hours provided by the app, which represents, for many of our interviewees, the possibility of balancing paid work with domestic and care work. Furthermore, the platform changes the relationship established between manicurist and client by introducing new forms of control that shape this interaction. This shift affects manicurists' job satisfaction and the emotional labor they perform. Lastly, our study shows that manicurists often view the platform as a temporary mean to secure clients while they work toward building their own customer base. In other words, although they recognize greater autonomy in app-based work, they ultimately aim to become independent from the platform.