The Beauty Industry as a Hybrid: An Intersection of Feminism, Capitalism, and Sexualisation.
- Justice For Society
- Aug 24, 2021
- 4 min read
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Article Written by: Melody Chan, Julia Kyi
There has been an agglomeration of controversial points around feminism in the beauty industry, including the way the beauty industry affects mental health and disregards women’s natural femininity. The beauty industry calls for beauty trends and standards, downgrading women’s confidence in their own skin. This often evokes low self-esteem from women, which is shown in a Dove survey conducted on 3,200 women. Only 2% described themselves as beautiful, and shockingly, 90% wanted to change at least one aspect of their physical appearance. The dissatisfaction of women on their looks bring other negative mental effects, such as increasing rates of anxiety and depression, as well as eating disorders.
The unhealthy side of the beauty industry also shows when they hypersexualise models and reinforce stereotypes. These models often lead to ingenuine advertising of real beauty, promoting an off-kilter power imbalance to young girls consuming media and advertisements worldwide. According to Christia Spears Brown of the University of Kentucky, school age children can take in over 80,000 portrayals of sexualised girls in media in merely one year. While gender stereotyping has been banned by some governments, the “sex sells” mindset remains prevalent, even in advertising targeted towards children and youth. Brands use disingenuous representations of beauty, airbrushing and editing models to achieve success and popularity. They create a false narrative of femininity and beauty, upholding gender constructs and beauty standards. Additionally, brands sexualise and objectify models in order to sell their products, an issue which is amplified for women of colour, who are often fetishised in the media.
The sexualisation and unrealistic standards are marketed to minors across commercials, film, and social media, often with the goal of selling products to young people. Companies display unattainable ideals, promoting the false notion that their brand can make the impossible standards achievable and simple. Advanced photo editing software, such as Photoshop allows brands to airbrush and alter appearances to stigmatise normal features such as blemishes, stretch marks, hip dips, and wrinkles, spreading the message to impressionable youth that these features are shameful and not desirable.
These beauty features vary across the globe, creating different beauty standards and expectations. Asian women fancy double eyelids which is evident in South Korea where there is an estimate that over 50% of women in their 20s undergo cosmetic procedures. The controversy of the beauty industry in promoting these ideals caused Korean feminists to rise. These women participated in the ‘Corset-free’ movement, smashing their cosmetic products and posting pictures of it online accompanied with the hashtag #feminist (#페미니스트). This rally against conventional asian beauty standards challenged the beauty industry, and encouraged women to look beyond their physical appearances. Cosmetic surgery is also popular among Western women who fancy curvier bodies. Kylie Jenner, one of the Kardashians, is an icon in promoting Western beauty standards. She has performed surgery on her butt and lips, making them look fuller. The celebrity surgery trend led to young girls following suit, and patronising women who have deviant appearances such as “not white enough, not middle class enough,” said Darling-Wolf.
The beauty industry appeals to conventional beauty standards and capitalises products that promote them. The controversy in turning the industry into an epicentre for profit gaining led to their support for feminism questionable. The insincerity in promoting beauty in campaigns such as “easy breezy beautiful Covergirl,” and “maybe she’s born with it; maybe it’s Maybelline” are apparent. By adapting to the conventional definition of “beautiful”, the industry uses it as a scapegoat to sell makeup and skincare products. According to the Center for a New American Dream, this marketing tactic spent over $17 billion a year with teenagers being the prime audience. The youth are exposed to idealistic standards, meanwhile, the industry silently profits from it.
Though the issue can seem daunting and often hopeless, there are many celebrities and advocates across the world spreading messages of body positivity and body neutrality. Jameela Jamil, actress on The Good Place, started a podcast and online campaign called #IWeigh, showcasing the talents and interests that make up a person, made to display that everyone is so much more than a number on a scale. An increasing number of brands, such as Aerie and Fenty, are also taking strides to display a diversity of models, breaking conventional beauty standards and promoting the use of clothes and makeup as a form of empowerment, rather than a way to cater to the male gaze. Advocates also encourage individuals to practice self-love and care through positive affirmations, giving yourself breaks, and appreciating the amazing things your body does for you. While beauty standards and the corruption of the beauty industry are still prevalent, people across the world are striving for a more accepting and inclusive future.
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