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enhancing apps was mediated by conformity and self-discrepancy (Indirect effect: B = .096, SE = .041, 95% CI = [.032, .20]). The results indicate that greater interdependence was related to higher conforming tendencies. This was positively related to heightened appearance related self-discrepancy, which, in turn, predicted usage of the imageenhancing Discussion Replicating the results of Study 1 using an individual level measure, Study 2 showed that there was a main effect of interdependence on the tendency to use appearance-enhancing products. Additionally, we found that those with a stronger interdependent self-construal had a greater need to conform to societal standards that led to a heightened sense of appearancerelated self-discrepancy. This increased feeling of discrepancy in turn resulted in a more positive attitude towards image enhancing apps. Further, measuring self-construal within one country allowed us to eliminate any other potential cross-country differences that could have been driving the results in the previous studies. In addition, to ensure that the results in this study were not driven by impression management concerns, we also included participants’ tendency to modify self-presentation (Lennox and Wolfe 1984) in our study. Controlling for self-monitoring had no impact on the results, both for the main effect of self-construal on the usage of the app as well as for the mediation analysis. Given the extant discourse on the negative consequences of the pursuit of beauty, the next study aspires to identify a boundary condition that could help mitigate such tendencies if required. Study 3 builds on our earlier studies to show that this preference for appearance enhancing products among interdependents is not indiscriminating. To the extent we can convince interdependents that adherence to norms is not strictly enforced, they would be less likely to gravitate towards such beauty enhancement products (H3).