With social media increasingly becoming the main channel for women to obtain beauty information，female users generally agree the importance of appearance，and make up has become a daily activity. The motivation of “beauty consumption” mainly comes from personal satisfaction，ritualization of life，increasing the attraction of social interaction and meeting social expectations. Women transform from consumers to desire of producers，and pursue social identity and the accumulation of image capital. The combination of commercialization and patriarchal consciousness has been extended and strengthened in social media. “Beauty consumption” reproduces gender inequality. First，social media is convenient for men to “gaze” women，and is also convenient for women to actively seek “gaze”. Second，the beauty myth of social media aggravates the alienation of women.