Managing Touch
This chapter explores the ways intimacy is encountered and navigated within the South Asian beauty industry in Los Angeles, a burgeoning market that has garnered mainstream appeal in recent years as it branches out from diasporic communities in the United States. While intimacy can produce affective bonds of loyalty between clients and estheticians and ultimately for the business, it argues that the achievement of intimacy within an ethnicized service sector rests precariously on the negotiation and fulfilment of classed, gendered, and racialized expectations of its workers. By exhibiting how intimacy constitutes the various relationships comprising this niche field, this chapter examines how a capitalist-driven industry in the era of multicultural consumption commodifies intimacy and authenticity within a global marketplace.