Valeria De Miguel Melo
Managing Editor
For decades, women’s worth has been unfairly measured by their appearance. A crushing pressure is placed on every girl’s shoulders as society perpetuates the notion that they must look a certain way to be appreciated. Trends come and go, dictating how women are “supposed” to look and promoting the “must-have products” needed to achieve these looks. Every industry, from diet culture to fast fashion, profits from making women feel insecure and compelling them to buy products—and the beauty industry is no exception.
Beauty companies present an enticing image of how their products will boost confidence and transform women into empowered “girlbosses.” However, these campaigns often carry the implication that women need beauty products to feel powerful. The reality is that the beauty industry has thrived for far too long by exploiting women’s insecurities. Companies within the industry create a narrative that women lack something and offer their products as the solution. For instance, women did not commonly shave until 1915, when Gillette launched a campaign for its first razor for women, “Milady Décolleté.” In this campaign, women’s body hair was referred to as an “embarrassing personal problem,” and the razor was marketed as a tool to help them appear more attractive as hemlines and sleeves became shorter.
Moreover, most beauty brands in the early 1900s were founded by men, many of whom capitalized on societal pressures to profit. These companies, such as Sephora, Ulta Beauty, Victoria’s Secret, MAC Cosmetics, and Maybelline, are still prominent today. They helped build a $532 billion industry fueled by exploiting women’s vulnerabilities and enforcing beauty standards dictated by the male gaze.
In psychology, compensatory consumption is a term that refers to “the act of buying or using products to address a psychological need or deficit.” This need to conform to beauty standards set by companies makes insecure women prime targets for marketing campaigns. These campaigns pose a threat to consumers’ confidence and self-esteem. A 2023 survey conducted by AARP revealed that 71 percent of women aged 18 and older feel their gender is judged based on their appearance. Many brands capitalize on these psychological vulnerabilities by framing their products as essential while withholding crucial information. For example, wrinkle creams and lotions are often marketed as anti-aging solutions. However, the Mayo Clinic points out that, since the Food and Drug Administration (FDA) classifies these products as cosmetics, they have no medical value and are not tightly regulated. This lack of regulation means there is no guarantee these products will work. While anti-wrinkle products may help stimulate collagen production and temporarily smooth wrinkles, they cannot stop the aging process. Beauty companies rarely disclose this information, as it is more profitable to let consumers believe their products will “fix” something deemed “wrong,” such as wrinkles, even though aging is a natural process.
Fortunately, the beauty industry is now being transformed by women and men who are passionate, confident, and committed to making a difference. They emphasize inclusivity and recognize that traditional beauty standards serve no one. They advocate for makeup, skincare, and hairstyles that enhance natural beauty rather than changing it. For example, when Millie Bobby Brown founded her brand, Florence by Mills Beauty, she stated, “My main thing was affordability. I wanted people to actually be able to buy my products. I’m not an expert on skincare. I’m not a makeup artist. I’m an actor. But I really wanted to create something that people can just use, and I can use as well. I just wanted to talk to young people and say, here’s a better option for you.”
What began as an industry filled with secrets, false promises, and unachievable standards is gradually evolving into one that inspires, includes, and empowers.
As we move into 2025, it is my hope that society continues to celebrate the beauty in every woman and the potential in every person. We must support every young girl and alleviate the pressure society places on them by affirming that it is okay to be authentic and beautiful in their own unique way. In the end, beauty companies do not define what is beautiful—only each person can define that for themselves.
caption: Photo courtesy of The Panther Newspaper
