Beauty Beyond Borders: The Globalisation of Female Ideals

In the age of globalisation, beauty standards have woven a complex tapestry influenced by various cultures, often dominated by Western cisnormative ideals—light-skinned, slender, and conventionally attractive. These standards have become an almost universal benchmark, compelling many to chase an often unattainable image.

The documentary The Illusionists (2015) highlights the global impact of these ideals, particularly in Asian cultures where lighter skin and larger eyes are sought after. Skin-lightening products and cosmetic procedures such as double eye-lid surgery have surged in popularity as women strive to meet these expectations, believing that such alterations are necessary for beauty and social acceptance.


Reflecting on my own experience studying makeup artistry, I recall being taught techniques aimed at altering features to fit these ideals. We practiced achieving “almond eyes” and “oval faces,” with one class specifically focusing on “Asian eyes” to make them appear more almond-shaped. This training underscores the pervasive influence of Western beauty standards, not just in societal perceptions but also within the beauty industry itself.

These pressures raise vital questions about identity and self-worth, as those who do not conform may feel inadequate in a society that values uniformity over diversity. This is especially true for queer and trans individuals, like myself, who often navigate expectations that privilege cisnormative expressions of beauty.

However, there is a growing movement towards embracing diverse beauty. Individuals are increasingly challenging these restrictive norms and advocating for a more inclusive understanding that celebrates various identities and body types. This shift marks a significant cultural change, pushing back against the narrow definitions of beauty perpetuated by global media.

Rossini, E., & Kilbourne, J. (2015). The Illusionists: A Film About the Globalization of Beauty

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