Multi-step skincare practices have recenly been normalized in the everyday livess of young women through social media and are represented as forms of self-care, rationaly, and personal success. Instagram functions as a discursive space that plays a crucial role in shaping and disseminating contemporary beauty standards. This study aims to examine how beauty discourse within multi-step skincare practoces is constructed, reproduces, and naturalized through the Instagram content of @somethincofficial. The discourse offered is intertwined with the logic of contemporary beauty capitalism, operating through the new beauty regime and the moral framework of the urban middle class.Adopting a critical paradigm through Norman Fairclough’s Critical Discourse Analysis (CDA), this research employs three levels of analysis: text, discursive practice, and socio-cultural practice. The analysisis is theoretically informed by Berger and Luckmann’s social construction of reality, Gramsci’s concept of hegemony, Marx’s class struggle, and Althusser’s notion of interpellation.Data were collected through the observation of 20-Instagram posts from @somethincofficial (textual level), interviews with brand social media specialist and influencers, observation of audience comments (production–distribution–consumption practices), and supporting documents in the form of beauty industry data (socio-cultural practices). This data corpus captures how beauty discourse operates across multiple levels.The textual analysis shows that Somethinc normalizes glowing skin, healthy skin, and strong skin barrier as indicators of success for modern women. Beauty is represented as the result of diciplined multistep skincare routines framed as “self-love” and “rational” practices, embodied through figures urban middle-class woman. At the level of discursive practice, this discourse is shaped by educational carousel formats, collaboration with influencers and doctor-influencers, Instagram algorithms, and consumer testimonial, which are then reproduced by Gen Z in everyday practices. At the level of socio-cultural practice, multi-step skincare becomes part of the new beauty and beauty 4.0 phenomena, contributing to the formation of class markers through access to layered skincare products and routines.Ideologically, Somethinc’s content is embedded within the structure of digital beauty capitalism that commodifies women’s bodies and interpellates audiences as disciplied consumers. This study contributes to Critical Discourse Analysis study in the context of skincare brands and social media-based promotion, while offering a critical reading of educational narratives, self-care, and women’s agency as they absorbed and mobilized by market logic.