Why We’re Still Obsessed with the Kardashians — and Why That’s Complicated

It’s been nearly two decades since the Kardashian-Jenner family first entered pop culture through the flashy chaos of Keeping Up with the Kardashians. And while many predicted their fame would fizzle, the opposite happened—they became a dynasty. A global brand. A cultural machine.

In 2025, their faces are still on our screens, their names still trending, their businesses still booming. But so is the criticism. Especially when it comes to their role in shaping beauty standards, promoting unrealistic body ideals, and monetizing insecurity.

So, why do we still care? Why do we follow, repost, love, and hate them in equal measure?

Let’s dig into the messy truth.

They Built the Blueprint — Then Profited From It

Long before the rise of influencer culture, the Kardashians were already living it. They turned selfies into currency, lip gloss into empires, and curated Instagram aesthetics into brand identities. Whether it was Kim’s infamous break the internet moment, Kylie’s lip kits, or Khloe’s fitness journey, they taught an entire generation how to sell beauty—and themselves.

They were the blueprint for:

• Reality TV stardom turned entrepreneurship

• Celebrity “relatability” blended with luxury lifestyle

• The rise of the personal brand over traditional fame

But the same empire they built came with consequences.

Body Image, Filters, and the Ever-Moving Goalpost

One of the most persistent criticisms of the Kardashians is their ever-shifting appearance—and the pressure that puts on their audience. From BBLs to snatched waists, exaggerated curves, and heavily filtered photos, their bodies became moving targets for beauty standards.

They’ve denied plastic surgery, embraced it, joked about it, and sometimes contradicted themselves entirely—all while profiting from products and platforms tied to body image: detox teas, shapewear, fitness apps, and cosmetics.

Here’s the tension: they didn’t invent beauty standards, but they’ve undeniably influenced them. Their looks became the cultural ideal. And in the age of Facetune, filters, and TikTok beauty tutorials, it’s hard to separate personal expression from pressure to conform.

The Cultural Double Bind: Love Them or Hate Them?

Here’s the contradiction Gen Z constantly faces with the Kardashians:

• We know the beauty standards are unrealistic—but we still save their makeup looks.

• We call out their privilege—but we still binge their shows.

• We critique their influence—but we follow them anyway.

Why? Because they’ve embedded themselves into culture so thoroughly that not caring almost feels impossible. They’re not just influencers—they’re influence itself.

And they’re smart. The Kardashians have evolved with each generation of the internet. They’ve moved from sex tapes and scandal to motherhood, minimalism, and “soft life” aesthetics. They shape-shift to stay relevant—always one step ahead of the culture they helped create.

But Something Is Changing

The current Gen Z climate is more critical, more media-literate, and more socially conscious than any generation before. Many younger viewers are starting to look at the Kardashians differently—not just with admiration or jealousy, but with skepticism.

There’s more awareness now:

• Of the labor behind those “effortless” looks

• Of the editing behind the selfies

• Of the access, money, and privilege that allow certain bodies and lifestyles to exist at all

Even within the Kardashian fandom, there’s more room for critical conversation. You can love the fashion and still question the message. You can admire the hustle and still critique the ethics.

Final Thoughts

So, why are we still obsessed with the Kardashians? Because they represent a fantasy—one that’s glamorous, controlled, and endlessly polished. But that fantasy is more complicated than ever.

They are both symptom and cause. Victims and architects. Inspirational and problematic.

To talk about the Kardashians is to talk about us—our desires, our insecurities, our culture, and the contradictions we all live in. And until we’re ready to let go of the fantasy, they’ll keep selling it to us. Perfectly packaged. Filtered. And forever trending.

Would you like a follow-up piece like “The Post-Kardashian Beauty Era: What Comes Next?” or something lighter like “Ranking the Most Iconic Kardashian Moments (and What They Say About Us)”?