Makeup’s Not Sexist - But The Way It’s Marketed Is

Makeup has been a part of human culture for thousands of years, evolving from ancient rituals to an industry worth almost $600 billion.1 While the history and purpose of makeup showcases its ability to empower, the influence of social media has totally revolutionised this - cementing the use of makeup as a tool for self-expression and individuality. However, despite these advancements, the marketing strategies often employed within the beauty industry can perpetuate sexist stereotypes, which reinforces harmful gender barriers, encouraging many consumers to feel that these advertisements demonstrate dangerous, out-dated perspectives.

History and future of makeup:

Makeup has a long and diverse history, dating back to ancient civilisations. In Ancient Egypt, Egyptians used kohl to line their eyes, believing it had protective properties against the sun and infection.2 Makeup was not only aesthetic and medical, but it also reinforced an individual’s spiritual connections, with various colours symbolising different meanings. Furthermore, both men and women in Ancient Greece and Rome adorned themselves with makeup, which was associated with status and wealth, transcending the gender-based stereotypes that later emerged. Whilst makeup fell out of favour in Europe during the Middle Ages, it returned in the Renaissance as a symbol of beauty, wealth and sophistication.

In more recent times, makeup serves a multitude of purposes beyond beautification. Most importantly, makeup allows individuals to express their emotions, creativity and identity. It is a powerful statement and enables users to present themselves and their beliefs to the world. Moreover, makeup plays a crucial role in rituals, traditions and ceremonies in a variety of world cultures. For example, applying a bindi or henna is a common practice in South Asian culture, with different colour bindis symbolising different messages and themes. This cultural significance of makeup creates a sense of community for many. Additionally, makeup is popular today for its use as a confidence booster. For many, wearing makeup can enhance self-esteem, as a source of empowerment, because it allows individuals to dictate the narrative on how they are perceived.

As technology continues to evolve, social media is revolutionising the makeup industry, offering consumers new avenues for connection and expression. Firstly, platforms such as Instagram, TikTok and Youtube have given rise to beauty influencers and makeup artists from diverse backgrounds. This allows individuals to share their unique perspectives on beauty and makeup, helping to solidify the use of makeup as a tool for artistic expression. Additionally, social media makes tutorials and tips instantly available for users, empowering them to learn new techniques and discover new styles. Finally, online communities create areas for individuals to connect and support each other. This sense of belonging can be particularly beneficial for those who feel marginalised by mainstream beauty standards.

Marketing Makeup: A Double-Edged Sword

Whilst social media has offered positive influences, the marketing strategies employed by many beauty brands often perpetuate sexist stereotypes.

Firstly, traditional marketing campaigns frequently target women. This implies that makeup is a necessity for femininity and beauty, and this framing suggests that a woman’s value is tied to her appearance, reinforcing outdated notions. Moreover, these advertisements may sideline men and non-binary people, which may act as a barrier for their self-expression.

Moreover, many advertisements highlight perceived “flaws”, such as wrinkles, blemishes or uneven skin tones. This suggests that these imperfections must be “corrected” with makeup. In fact, the marketing of concealers completely plays into people’s insecurities. This approach creates a cycle of self-doubt and insecurity.

Perhaps one of the most pressing issues in makeup marketing is the sexualisation of women. Firstly, many makeup advertisements feature women in suggestive or seductive poses or clothing, often emphasising their physical attributes rather than the products themselves. This reduces women to objects of desire, communicating that their worth is tied to their appearance. Moreover, the use of sexualised imagery can send subliminal messages that beauty and sexuality are intertwined. This can reinforce the stereotype that women must be attractive and alluring to be accepted or valued in society. Additionally, much of the marketing in the beauty industry is catered to what is perceived as attractive to men rather than empowering women. This makes the male gaze more important, further objectifying women. The constant exposure to sexualised marketing can distort women’s self-image, leading them to believe that they must conform to these standards to be considered beautiful. This can have detrimental effects on mental health.

Conclusion:

Overall, makeup has a rich history and serves multiple purposes, and the use of social media has further reinforced these ideas, positively impacting the beauty industry. However, the marketing strategies employed by many brands often perpetuate sexist stereotypes and reinforce outdated gender norms.

Moving forward, brands and consumers must work together to challenge harmful marketing practices and create a more inclusive and empowering beauty landscape. Brands should promote artistry and authentic beauty, allowing individuals to embrace their natural selves while celebrating the use of makeup as a tool for self-expression. Consumers can advocate for more transparency in marketing, holding brands accountable for their messaging. By focusing on empowerment rather than compliance with social standards, the beauty industry will develop a healthier relationship between individuals and makeup.

In conclusion, while makeup itself is not inherently sexist, the marketing strategies that surround it often are. By advocating for change, the beauty industry can evolve into a space that empowers all to express themselves freely.

Sources:

1 Kestenbaum R. (2024) The Beauty Business Keeps Growing But It’s Missing A Huge Opportunity

Available at: https://www.forbes.com/sites/richardkestenbaum/2024/06/27/the-beauty-business-keeps-growing-but-its-missing-a-huge-opportunity

2 Lunn H. (2018) Cleopatra’s Eye: The Significance of Kohl in Ancient Egypt

Available at: https://recipes.hypotheses.org/12837

 

Bio:

Sophia McHardy, Student, England

“I’m a proud feminist and passionate about social change and justice”

Sophia McHardy is a London-based student and activist. She is a passionate volunteer, and assists many initiatives, including TED Translate and 7 Cups mental health services. Recently, she has founded her own gender equality initiative, The Gender Jotter, which focuses on rewriting the narrative and facilitating conversations about gender-based issues. In her free time, you can find Sophia playing field hockey, listening to music or walking her crazy cockapoo, Max.

Disclaimer:

This article has been written by a HASSL Ambassador as part of our community content initiative. While all ambassador contributions are reviewed for clarity, tone, and alignment with our values before publication, the views expressed are those of the individual author and do not necessarily reflect the views or official position of HASSL.

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