Muon and electron $g-2$ and lepton masses in flavor models

The stringent experimental bound on $\mu \rightarrow e \gamma$ is compatible with a simultaneous and sizable new physics contribution to the electron and muon anomalous magnetic moments $(g-2)_\ell$ ($\ell=e,\,\mu$), only if we assume a non-trivial flavor structure of the dipole operator coefficients. We propose a mechanism in which the realization of the $(g-2)_\ell$ correction is manifestly related to the mass generation through a flavor symmetry. A radiative flavon correction to the fermion mass gives a contribution to the anomalous magnetic moment. In this framework, we introduce a chiral enhancement from a non-trivial $\mathcal{O}(1)$ quartic coupling of the scalar potential. We show that the muon and electron anomalies can be simultaneously explained in a vast region of the parameter space with predicted vector-like mediators of masses as large as $M_\chi\in [0.6,2.5]$~TeV.