Snatching back beauty standards from the grip of the imprudent
From archaic times to modern societies, the portrayal of beauty has been mechanically linked to power dynamics. Dynamics that have been wielded for too long by old, white men. But behind the shiny campaigns, sits a tangled web of privilege and power. Historically, white male preferences shaped beauty standards, echoing through cultures and continents through colonisation. Today, it’s not just about looks; it’s about who holds the purse strings and the power. Scientifically, beauty norms aren’t innate but socially constructed, perpetuating these Eurocentric biases and inequalities. Those who fit the mould are “rewarded”, from jobs to social status, while others face exclusion and discrimination. In today’s digital age, social media amplifies these standards, but it also provides a platform for change. Diverse voices are challenging the status quo, pushing for inclusivity and representation. As we peel back the layers of white male dominance in beauty, we uncover a call for change. It’s time to reshape the narrative for beauty in all its forms, and dismantle those oppressive systems.
Historical context
In many cultures, white men held dominant positions of authority, allowing them to impose their preferences and ideals onto others. Historical records reveal a pattern of beauty standards favouring attributes associated with whiteness and masculinity, reinforcing existing power structures.
Research studies have highlighted the prevalence of Eurocentric beauty standards across various historical periods and geographical regions. Dr. Carolyn A. Thompson, a historian specialising in gender and race, notes, "White male dominance has historically dictated beauty ideals, perpetuating notions of superiority and inferiority based on race and gender." This trend persisted through colonisation and globalisation, as Western ideals of beauty were exported and imposed upon diverse populations worldwide.
But, how?
So how have white men wielded considerable influence in shaping beauty standards throughout history? They have often privileged attributes that align with their own appearances and preferences. One prominent example is the idealisation of pale, white skin as a symbol of beauty and purity. Dating back centuries, European beauty standards placed a premium on pale complexions, associating them with wealth, refinement, and aristocracy. This preference not only reinforced notions of racial superiority but also marginalised individuals with darker skin tones, perpetuating harmful stereotypes and discrimination that still echo through our society today.
Another example lies in the portrayal of feminine beauty through art and literature. Across different epochs, white male artists and writers have depicted women according to their own aesthetic sensibilities, sustaining narrow ideals of beauty that prioritise youth, symmetry, and slimmer figures. From Renaissance paintings to Victorian novels, the glorification of delicate features and slim hourglass figures became entrenched in Western culture, shaping societal expectations and influencing perceptions of attractiveness.
The fashion and cosmetics industries have long been dominated by white male executives and designers, who have reinforced Eurocentric beauty standards to drive consumer demand. From runway shows to advertising campaigns, images of predominantly white, thin, and airbrushed models have been used to sell products and continually push unrealistic beauty ideals. This homogenised representation excludes diverse body types, disabilities, and differing ethnicities.
Additionally, the diet industry, which generates billions of pounds in revenue annually, has historically been controlled by predominantly white male executives and stakeholders. From diet programmes to weight loss supplements, the industry promotes unrealistic ideals of thinness and broadcasts harmful messages that equate beauty with thinness. Moreover, white male-owned media outlets often amplify these messages, cycling the myth that achieving a certain body size or shape is essential for happiness and social acceptance. As a result, women are subjected to relentless pressure to conform, and an expectation of what women should be, think, feel, look like, is created for men.
The proliferation of digital media and social networking platforms has intensified the impact of white male-dominated beauty standards. Algorithms driven by predominantly white, male engineers and programmers perpetuate biases, amplifying certain images and perpetuating exclusivity. This digital landscape further marginalises individuals who do not fit within these beauty parameters, reinforcing existing power dynamics by dictating the people we are “allowed” to see.
The cosmetics industry, a multibillion-pound global enterprise, has long been dominated by white men who exert significant control over product development, marketing, and distribution. From major conglomerates to boutique brands, the decision-makers shaping beauty trends and standards overwhelmingly reflect the curated favourability of white males. Consequently, the industry tends to prioritise those Eurocentric beauty ideals.
White male influence in the cosmetics industry is evident in product formulations, marketing campaigns, and the portrayal of beauty in media. For decades, the industry has favoured products catering to white skin tones and European facial features, sustaining the myth that lighter skin is inherently more desirable. Makeup shades, for example, often fail to adequately represent the diverse range of skin tones found among women of colour, leaving many consumers feeling overlooked and underserved.
Advertising campaigns frequently feature predominantly white models and celebrities. This lack of representation not only erases the beauty of women of colour but also perpetuates harmful stereotypes and biases. As a result, people of colour often struggle to find cosmetics that cater to their unique skin and hair care needs, maintaining these feelings of exclusion and inadequacy within the beauty industry.
Scientific perspective
The scientific community has extensively studied the psychological and sociocultural implications of beauty standards, shedding light on their far-reaching effects. Dr. Rachel D. Herz, a neuroscientist and author, explains, "Beauty standards are not innate but rather socially constructed, reflecting the values and biases of those in power." Research in social psychology has demonstrated the role of media and advertising in perpetuating unrealistic beauty ideals, leading to widespread body dissatisfaction and low self-esteem, particularly among women of colour.
Moreover, studies have revealed disparities in societal rewards and opportunities based on adherence to beauty norms. Dr. Rebecca L. Pearl, a clinical psychologist specialising in body image, remarks, "Individuals who conform to traditional beauty standards, often dictated by white male preferences, are more likely to receive positive attention, employment opportunities, and financial benefit." This perpetuates a cycle of privilege and disadvantage, further marginalising those who don’t fit within these circumscribed beauty parameters.
Contemporary perspective
In the age of digital media and globalisation, the influence of white male-dominated beauty standards persists, despite being furiously rallied against. It’s very cockroach-like. Social media platforms and advertising continue to promote unrealistic beauty ideals, feeding these insecurities and harmful stereotypes. Dr. Sut Jhally, a media scholar and activist, observes, "The commodification of Eurocentric beauty has intensified in the digital age, with algorithms amplifying and reinforcing these beauty standards as dictated by white male interests."
However, there is growing recognition of the need for diverse representation and inclusivity within the beauty industry. Brands are increasingly celebrating diverse beauty, but the standard isn’t universal; it is difficult to truly inject inclusivity into huge companies when at a directorate level, sits a group of old white men. We can start truly diversifying when the big boots are filled by those who have been marginalised by said standards. Dr. Sarah Banet-Weiser, a cultural critic and author, emphasises, "Challenging white male dominance in beauty standards requires amplifying marginalised voices and reshaping cultural narratives to reflect the true diversity of human beauty."
Breaking the cycle
The pervasive influence of white male dominance in shaping beauty standards is a complex and deeply entrenched phenomenon with profound social and economic implications. Through historical analysis, scientific research, and contemporary perspectives, it becomes evident that beauty ideals are not static but rather reflective of power dynamics and societal values. It’s important to challenge existing norms, amplify diverse voices, and rally for inclusivity within the beauty industry and beyond.
In my opinion, we’ve been knocking on that door for far too long, and far too politely.