The enduring tyranny of the beauty myth

Natalie Kyriacou is a social entrepreneur, administration marketing consultant and the CEO of My Green World, a Melbourne-based social enterprise devoted to addressing world wildlife and environmental challenges by revolutionary, youth-focused training.

For centuries, beauty has been the foreign money of womanhood, transcending class, tradition, and time. More precious than intelligence, athleticism, confidence, or kindness, bodily beauty has at all times been a girl’s most treasured commodity.

In the Middle Ages, ladies would bleed themselves to realize a pale complexion. A pale face signified wealth and the Aristocracy. Lead poisoning in consequence of pores and skin and hair powdering was equally frequent all through the 17th and 18th centuries. Complexion enhancing edible wafers made of arsenic, a identified carcinogen, promised to remodel the most sallow pores and skin into radiant well being; take away pimples; and clear the face of freckles and tan.

Women’s our bodies had been equally below siege. Corsets, at the top of their enchantment in the 19th century, prompted ladies to take away ribs and endure skeletal deformities and organ injury, along with the inconvenient and frequent fainting spells that they precipitated.

The listing of harmful, violent, and dangerous practices inflicted on ladies’s our bodies is countless. From eyelash extensions that had been sewn onto eyelids and foot binding methods to realize doll-like ft; to eye drops of lethal nightshade or belladonna to dilate pupils; to vials of urine from younger boys to erase freckles; and capsules containing tapeworm to advertise weight reduction.

The pathological obsession and fixation with feminine beauty have hardly dimmed lately. Rather, with globalization and mass manufacturing, the 20th century introduced unprecedented publicity to the beauty trade and noticed the intensifying of unrealistic beauty requirements. Today, beauty is a $488 billion trade, the place the Asia-Pacific now accounts for one-third of the trade’s world worth and is one of the world’s fastest-growing markets.

Fifty-three years after the U.N. General Assembly adopted the Declaration on the Elimination of Discrimination towards Women, femaleness and womanhood proceed to be outlined by inflexible — typically white, younger, skinny, and able-bodied — beauty requirements that manifest as a collective self-importance.

Such narcissism is just not a lot a celebration of feminine beauty, however a response to emotions of worthlessness and disgrace that the beauty superb has embedded in the collective feminine consciousness since time immemorial. The lengths trendy ladies will go to realize these ever-narrowing requirements of beauty are past something remotely conceivable in the Middle Ages.

The Asia Pacific area is quickly turning into the epicenter of this beauty industrial advanced. In 2019, the area made up 41% of the world cosmetics market and is anticipated to be the fastest-growing area for beauty surgical procedures and procedures. Women drive this demand, accounting for 86.four% beauty procedures worldwide.

China and Japan signify two of the largest beauty and private care markets in the world, whereas South Korea is now the world capital of beauty surgical procedure, with the highest fee of beauty surgical procedures per capita in the world.

A beauty surgeon operates on a girl who desires to have double eyelids in Seoul: South Korea is now the world capital of beauty surgical procedure.

  © Reuters

The rise in beauty surgical procedures and publicity to beauty requirements has coincided with a motion selling ideas like physique positivity, self-acceptance, and “expanding” the beauty superb to include extra bodily range. Instagram beauty influencers and YouTube tutorials dominate social media, with physique positivity the central message being projected. While the intent of this motion is noble, the beauty denialism phenomenon nonetheless places the burden on ladies to be bodily lovely, whereas additionally asking them to vary their very own self-perception.

The fact is, an alarming portion of the public dialog about ladies — “positive” or not — continues to be centered on beauty. As New York Times critic-at-large Amanda Hess has stated: “Expectations for female appearances have never been higher. It’s just become taboo to admit that.” In reality, the Journal of Plastic Reconstructive Surgery discovered that viewing beauty surgery-related materials on social media, spending longer hours on social media platforms, and having unfavorable self-views when viewing social media elevated the probability of these contemplating present process beauty procedures in the future.

Female beauty, irrespective of how expanded and various the definition, will proceed to be an oppressive constraint on ladies until we problem the system that perpetuates the notion that beauty is a girl’s major foreign money. Discourse round stringent beauty requirements throughout Asia has been dismissed by critics as a symptom of Western conceitedness and Eurocentrism. They argue that pale pores and skin may be traced way back to the Han Dynasty the place pores and skin shade mirrored social standing. While Western conceitedness and Eurocentrism undoubtedly play a job in assumptions about Asian tradition, denying the existence of Western beauty requirements in Asia is shortsighted and unhelpful.

It is uncomfortable to acknowledge that, regardless of momentous progress in ladies’s rights, beauty continues to endure and be strengthened as the dominant foreign money for ladies. Beauty as foreign money in the 21st century harms ladies, occupies a majority of their time, and distracts society from the range of abilities that we now have to supply.

The reply to this drawback is just not the creation of extra space for beauty content material and dialog. Instead, let’s elevate and have a good time the range of different areas of feminine value together with their contribution to sport, historical past, academia, science, politics, and enterprise. This doesn’t imply that we ignore beauty solely. Instead, we should admit that there’s a poisonous preoccupation with feminine beauty that’s pushed by a reliance on ladies’s disgrace and insecurity.

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