The new(ly) curvaceous body was the most significant beauty trend of the 2010s and it is still very much relevant in the 2020s. In my thesis I provided a deeper understanding of this crazy beauty trend by discussing how women discipline their bodies in order to achieve this idealized body shape and how it is connected to consumerism. I also examined its cultural significance by using the originator of this trend, Kim Kardashian and her family, as an example.