Arguments that the economic and socio-cultural should be understood as relational and intertwined, and that price involves a reciprocal relationship between the economic and socio-cultural, are increasingly prevalent in the social sciences. I develop these notions of relationality and reciprocation through a feminist new materialist perspective, which emphasises the entanglement of and intra-action between what might usually be seen as independent and autonomous entities. To do this, I focus on a range of recent body-image initiatives, led by government, corporate and non-profit organisations, which aim to improve girls' and young women's levels of confidence and self-esteem. I explore how feminist theory tends to see such initiatives in terms of the expansion of the economic sphere into the sociocultural, which involves a tainting or contamination of embodiment and feeling. Rather than dispute these arguments, I take seriously theories and practices from cultural economy that see the economic and socio-cultural as co-constitutive. I augment these ideas with a feminist new materialist approach and argue that the economic and socio-cultural are in intra-active relations: they do not precede or exist apart from each other. In doing so, I consider how body-image initiatives can be understood as phenomena produced through these entangled intra-active relations, 2 and offer an understanding of pricing as a simultaneously socio-cultural and economic process, where value and values become. I also raise questions regarding how, ethically and politically, boundary making and unmaking can be conceived, and how despite being in entangled relations, asymmetries between economic and sociocultural relations may be approached.