"There may be a bit of head-shaking over young girls going to drastic measures to feel beautiful, but we never seem to question the idea that feeling beautiful is a worthy goal in the first place. We should tell girls the truth: “Beautiful” is bullshit, a standard created to make women into good consumers, too busy wallowing in self-loathing to notice that we’re second class citizens."

This was said a lot by feminists in the 60s and 70s, very well, worth repeating. But they emphasized the "good consumers" part: label some natural thing as ugly, then sell some product to hide or change it.