10 Ways the Beauty Industry Tells You Being Beautiful Means Being White (article written some time back)

I have to cringe when I think about my early days of putting on makeup.

First, my mom wouldn’t let me touch the stuff until high school – which I can understand, knowing what I know now about how girls can be pressured to grow up too fast. But I was lagging behind other girls who’d learned to beautify their faces by middle school.

Then there was the long, awkward process of finding the right looks for me. It was discouraging to join white friends at Claire’s or flipping through dELiA*s catalogues (remember those?) and feel like I couldn’t pull off any of the looks.

I thought the pink lip glosses looked awful on me because my lips were too big, and the glittery eye shadows looked strange because my skin color was all wrong. I thought foundation was always the wrong shade because I couldn’t properly blend the two brown shades I’d found.

 

Too many times I cringed at my reflection and thought, “Why am I so ugly?”

I didn’t realize that this makeup wasn’t made for me at all – and neither was the ideal of beauty that I saw in magazines or the movies.

Since then, I’ve learned from my makeup blunders. But in a way, not much has changed – it’s still a challenge to find the right colors for my dark skin.

I’m sure I’m not the only one with embarrassing memories of looks I tried to pull off when I was young. These memories go even deeper than makeup – for many young girls, starting to buy beauty products goes hand in hand with learning about what beauty means.

From television shows to commercials to magazine advertisements to celebrity culture, mainstream media has a big influence on how we understand beauty in the US. It’s an impossible standard for any woman to live up to – even models themselves don’t look like their photoshopped, heavily made up images in the magazines.

The beauty industry gains a lot from convincing us that we’re too fat, or too flat chested, or we don’t have clear enough skin – anything to say we’re not good enough so we need to buy something to improve our appearance.

Though anyone can wear makeup, regardless of gender, most of these products are marketed to women. And women get very strong messages that our value depends deeply on our attractiveness.

Combine those messages with the toxic idea that only white women are beautiful (so it’s my skin color that’s wrong, not the limited selection of foundation colors), and you can understand how damaging the beauty industry is for women of color.

It’s not just skin color – we also learn that so-called “attractive” eyes, hair, noses and more rarely (if ever) appear on Latinx, Asian, Black, or Native women.

These examples show how the beauty industry says that beauty means whiteness – and why it matters.

1. The Women Who Represent ‘Beauty’ Are Almost Exclusively White

The easiest way to confirm society’s belief in whiteness as beauty is to look at the most common images presented as “beautiful women.”

lance at a Google image search, a rack of fashion magazines, or advertisements, and it’s clear that selling the image of “beauty” usually means taking pictures of white women.

One third of the US population is Black, Native American, Asian, Pacific Islander, or Latinx – but a recent report of New York’s Fashion Week, one of the world’s biggest fashion events, revealed that participating models were 82.7% white, 9% Asian, 6% Black, 2% Latinx.

Models of color even report that at photo shoots and runway shows, makeup artists aren’t trained or equipped to work on their skin.

South Sudanese model Nykhor Paul said it all in an Instagram post about having to bring her own makeup to set: She said that as a Black model, she’s tired of not getting booked and of having to “apologize” for her Blackness.

People in the industry just assume that creating an image of beauty means working with white women.

This has a discouraging impact on women and girls of color. Photo after photo of a standard of beauty that looks nothing like us tells us that beauty is unattainable – because we’ll never be white.

2. For Women of Color, Lighter Skin Means More Beauty

The absence of women of color in images of beauty is even more disturbing when you realize that when the industry does advertise to women of color, it often includes telling us we should have lighter skin.

his one-way colorism shows up in the beauty industry, telling women of color that the darker we are, the uglier we are.

The message is subtler when companies use light-skinned models of color or make people like Beyoncé look lighter in ads. But it can also be as blatant as selling skin lightening creams with the promise of looking prettier with lighter skin.

Many of these creams have horrible side effects, including scarring and kidney damage. They’re sold prominently in countries with high percentages of people of color – like India, where nearly two thirds of dermatological products are for skin bleaching, and Nigeria, where 77% of women use them.

Some people compare this to white women’s tanning trends to say that the grass is always greener on the other side – don’t women with pale skin want to be darker, too? The key difference is that most white people who tan aren’t doing so to look like a person of color. Some do aim for an “exotic” look, and that exotification is still harmful to people of color.

When it comes to lightening skin, the message is clearly racist: The more you can look like a white woman, the prettier you are.

3. Women of Color with More Anglicized Features Are Valued More

What do Halle Berry, Jessica Alba, and Zoe Saldana have in common?

They’re all successful actresses of color who are widely considered beautiful – and all of them have slender features and light skin.

Valuing whiteness as beauty comes down to more than just skin color. It’s also about theAnglicized features we associate with white women –smaller noses, thinner lips, less prominent curves.

We’re told that the most beautiful people in the world are celebrities like those who grace People magazine’s “Most Beautiful People” covers – and it’s no coincidence that they’re rarely women of color.

Our society bases the idea of beauty on things like the “golden ratio,” which rates traits like eye size, nose width, lip fullness, and hairstyle – and says the ideal proportions of so-called 

“universal beauty” never rank non-European features as most beautiful.

So the features that match the “golden ratio” are what we know as beautiful. No wonder there’s a saying that refers to the type of Black model the industry looks for:

“She has to be a white girl dipped in chocolate.”

Black women everywhere are celebrating the recent visibility of actresses like Lupita Nuyong’o 

and Viola Davis – not only because it’s so rare for Black actresses to be so visible, but also because it’s even more rare for women with their features to be considered pretty.

One New York Times reporter revealed common ideas about Black women’s features when she called Viola “less than classically beautiful.”

 

4. The Straighter the Hair, The Better

5. The More Anglicized the Eyes, The Better

What does it mean to have beautiful eyes? According to the beauty industry, it means having eyes that look as European as possible.

East Asian women face pressure to make their eyes look “less Asian,” like the eyes many East Asian models are said to have. The pressure is so strong that some, like Chinese American media figure Julie Chen, opt for surgery to change their eyes.

 

6. Light Eyes Are Considered Prettier Than Dark Ones

7. The Selection of Products Available for Women of Color Is Limited

8. The Same Looks That Are Criticized on Women of Color Are Praised on White Women 

9. Companies Use Casual Racism to Sell Their Products

 

10. Models and Other People in the Industry Who Speak Out Against Racism Get Penalized