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This study focuses on different technologies of self-presentation in contemporary beauty blogs. Concentrating on the idea of independent blogging as a space for reformulating a traditional construction of femininity, it explores ways in which beauty is discussed online. Tracing the specific discourse of beauty blogging, it draws on contemporary research about fashion, the beauty blogosphere and virtual identity management. It pays special attention to criticism about glamorous beauty standards and to bloggers’ resistance to the misleading uses of Photoshop in advertisements and online shops. At the same time, this study discusses the commercial bias evident in some beauty blogs. It investigates popular sites and blogs about beauty, such as MichellePhan.com, LisaEldridge.com, BritishBeautyBlogger.com, Wonderzine.com, Beautyinsider.ru