Global Beauty Standards – SS3 Beauty & Cosmetology Lesson Note (Second Term)

A beauty standard is a set of rules or expectations that a society has for how people should look.

• Change: standards differ from place to place and are shaped by history, environment and media.
• Your role: a beauty professional must respect these differences and work with every skin tone, age, ability and gender.

Behavioural objectives

By the end of the lesson, students should be able to:

1. define a beauty standard and list the factors that influence it;
2. describe beauty standards in West Africa, East Asia, South Asia and France;
3. explain what “Eurocentric” means and the problems of having a single beauty standard;
4. explain what diversity in beauty means and why inclusion is good for business;
5. explain why a beauty professional should respect their own cultural roots.

What is beauty?

Beauty is the set of qualities that a person or a culture finds pleasing to look at, and it differs around the world.

• Not fixed: people do not all agree on what looks good.
• Like a language: it changes with where you are in the world.
• Example: a look that is “stunning” in one country may be seen as “ordinary” in another.

What is a beauty standard and what influences it?

A beauty standard is a set of “rules” or expectations that a society has for how people should look.

• History: what our ancestors valued.
• Environment: the climate and natural resources available, such as shea butter in the savannah.
• Media: what we see on TV, billboards and social media.

How has the internet changed beauty standards?

The internet has made beauty global, so people now see many standards at the same time.

• Before: beauty was local, and a person in a Nigerian village compared themselves only with people in that village.
• Now: we see standards from Paris, New York, Seoul and Tokyo all at once.
• Advantage: we learn new styles and ideas.
• Disadvantage: we may feel we must look like everyone else.

How do cultures around the world see beauty?

Different cultures value different things, so a professional must respect each one. Here are four examples.

West Africa

• Health and fullness: in many African cultures, beauty is linked to health and a full figure.
• Curves: they are often celebrated as a sign of strength and prosperity, while Western fashion often prizes being very thin.
• Identity: traditional body marks and braiding styles are seen as symbols of beauty and identity.

East Asia

• “Glass skin”: in countries like South Korea, the ideal is skin that is smooth, clear and pale.
• Historical reason: pale skin showed that a person did not work outside in the sun, so it suggested a wealthy background.

South Asia

• Ornamentation: in India and Pakistan, beauty is often shown through rich decoration.
• Henna (Mehendi): detailed designs on the hands are part of a bride’s or guest’s look at big events.
• Gold jewellery: heavy gold pieces complete the look for celebrations.

France

• “Effortless” look: people value looking as if they wear very little makeup.
• Focus: healthy skin, often with just one bold red lip.

How do the four standards compare?

What is Eurocentrism in beauty?

Eurocentric beauty is the idea that features common in Europe are the only way to be beautiful.

• Features promoted: light skin, straight hair and thin noses.
• Spread: for a long time, media made this the global standard.

What are the problems of a single beauty standard?

• Low self-esteem: people with dark skin or curly hair who do not see themselves in advertisements may feel their natural features are “wrong”.
• Harmful practices: some people use dangerous skin-bleaching creams or harsh chemicals to fit in.
• Loss of culture: when everyone tries to look the same, traditional styles are lost.

Is the beauty standard changing?

Yes, the standard is changing because more people now accept many different looks.

• Body Positivity: a movement that accepts all body shapes and sizes.
• Melanin Pride: a movement that celebrates dark skin.
• Result: people see that you do not need to look like a Hollywood actor to be beautiful.

What are diversity and inclusion in beauty?

Diversity in beauty means making space for everyone, whatever their skin tone, age, ability or gender.

• Skin tone: stock foundation shades for the darkest and the lightest skin.
• Age: show that wrinkles and grey hair can be beautiful and stylish.
• Physical ability: make sure your salon and products can be used by people with disabilities.
• Gender: recognise that men also care about grooming and skin health.

Inclusion means making every client feel welcome and served in your salon or studio.

Why is inclusion good for business?

• More clients: an artist who can work on only one skin tone loses a large share of possible customers.
• Trust: a client who sees photos of people like them on your wall feels safe and welcome.
• Sales: happy clients return and spend money with you.
• Reputation: a “diverse artist” is a successful artist.

How can you find your own beauty standard?

You can find your own standard by respecting your roots, valuing inner beauty and aiming for your best self.

1. Respect your roots: bring your cultural heritage into your work, for example local oils like shea butter or traditional patterns in makeup. Your African identity is a strength in the global market.
2. Value inner beauty: as in Client Care, how a person feels matters more than how they look. A confident person looks more beautiful than an insecure person in expensive makeup.
3. Look to the future: beauty is becoming “personalised”. The idea is moving from “everyone should look like this” to “everyone should look like the best version of themselves.”

Evaluation

1. What is a beauty standard? List three things that influence it.
2. Describe the beauty standard in any two of these regions: West Africa, East Asia, South Asia, France.
3. What does “Eurocentric” mean?
4. State three problems that come from having a single beauty standard.
5. Give two reasons why diversity is good for a beauty business.

Self-check questions for students

• Do I celebrate my own natural features?
• Am I learning how to work on skin tones different from my own?
• Can I explain why a “skin-bleaching” standard is harmful?
• Do I see beauty as a way to express culture, and not only as a way to hide “flaws”?

Assignment

Write a short essay on “Why a beauty professional should respect diversity”. Use examples of beauty standards from at least two cultures, and explain the harm that a single beauty standard can cause.