Esthiology is an economic activity in which there is a separation between aesthetics and makeup. As an art it concerns the description of the face and body, through the use of creams and special equipment to regenerate and improve skin appearance. The art of make-up is the use of cosmetic products where, through their temporary application, we improve the appearance of the face, cover imperfections and facial features. The current study investigates the impact of the Social and Solidarity Economy on the conventional economy through aesthetics, in the field of makeup as well as in trade and e-commerce, in the field of cosmetics through the reference company and its customer relationships. Through personal experiences and the focus group methodology the study explains how service and communication contribute to the creation of community and by extension to the well-being of the stakeholders, as well as their benefits to society, combined with the theoretical framework of Gibson-Graham and the fundamental cooperative principles of ICA. The result is the bonding of relationships and the building of community. Participants in both groups are professionals and clients of the reference company. The first group included professional makeup artists from the Athens area, while the second, professional makeup artists from the surrounding areas. In this way a validation function is added, since when one group is used as a control filter.

Gibson-Graham talked about people's well-being in a more holistic way.  Well-being is not limited to the acquisition of material goods through work.  The aim is to enhance personal, social and environmental well-being.  The responses given by the participants in the focus groups supported Gibson-Graham's positioning, without knowing it, choosing a dynamic profession while receiving well-being through creativity. Communication is the means by which wellbeing can be achieved on both sides, the professional and the client, contributing not only to personal but also to social wellbeing.

Although make-up is considered a luxury service, it has several features in common with the principles of the SSE.  Acceptance of diversity and equality are some of the common features. However, the contribution of SSE does not only stay in the service of makeup but affects the entire makeup community.  Now cosmetic companies are becoming more ethical with the products they create.  In this regard, based on the responses received from focus group participants regarding product ethics, there is a lot of ground to cover in order for more people to become more aware.  The makeup community can contribute to this in order to promote such issues, in addition to social issues, but they need to understand the potential to put pressure on cosmetics companies to change their marketing strategy.

The influence of SSE in the cosmetics sector is evident based on the results of the study.  These "cracks" as Holloway mentions, created in recent years may be the beginning of a closer collaboration between the SSE and the conventional economy in the future for the common good.