From Sunday Times bestselling author Alex Light comes an empowering, incisive new book examining the crippling beauty standards women are subjected to – and how we can learn to fight back. Too thin or not thin enough? ‘Had too much work done’, or ‘Brave for your age’? Frivolously vain or letting yourself go? Today’s unrelenting beauty standards tell women that our worth is conditional; that we aren’t good enough as we are. We fix and filter, tweak and tone, erasing ourselves to reach the ever-shifting goal of perfection. In The Price of Pretty, Sunday Times bestselling author and podcaster Alex Light investigates the forces behind today’s beauty dystopia. From the rise of new technologies and treatments framed as ‘self-care’ and the industries profiting from our insecurities, to the toxic messaging passed through generations, and how we can break the cycle. With lunchtime ‘tweakments’ on the high street, endless endorsements for weight-loss drugs, and inescapable AI images and filters, the pressure to be eternally youthful, naturally filtered and flawlessly sculpted has reached breaking point. And women are paying a high financially, physically, emotionally and mentally. Interrogating how we got here, Alex exposes the all-consuming cost of beauty and issues a clarion call for all of us to take control and fight back. Because here’s the you were never the problem in the first place.