Because the West is experiencing a drastic increase in narcissism at the apex of the life of the liberal state valuing above all else independence/self-reliance, individuality and self actualisation. The welfare state exists but note that society as a whole regards those reliant on it as inferior for their duration-this is due to valuing self reliance again.
With the rise of social.media and globalisation we now have channels to subconsciously indoctrinate the masses into relatively homogenised opinions on personal ideals. Citizenship is no longer valued in the postmodern state so the next form of ideal is born from the mass media: the aesthetic, the cosmetic. Moreover with increasing wealth distribution gaps the dominating middle class no longer need to focus on survival, so base aspirations such as to look 'perfect' are emerging. Capital is the new god for the masses