Bait Of Beauty

Dixya Poudel

With an annual growth rate of 4.4 per cent, the global beauty industry was estimated to be worth over $512 billion in 2022. That is a staggering number enough to make one wonder on a particular human characteristic: vanity. The fact is we all aspire to look our best. It is our vanity that seeks beautification and it is what drives us to invest in skincare, colour cosmetics, fragrances, hygiene, and hair care. It isn’t thus surprising that billions of dollars are accrued in the beauty industry. 

A beautiful look turns heads, lures attention, and garners compliments. It brings in praises, appeals to our associates and builds envy to our competitors. Vanity might be one of the human follies but it is also the one that encourages us to keep up with the modern trends so that we fit in. However, there is a catch. As much as we want to fit in, we also long to stand out. This is seen in the celebrity culture where celebrities compete to create their own brands. They bank on their unique features enhanced by make-up, attire and accessories to stand out from the masses, thus earning the coveted fame. 

And it is interesting how much people are invested in their appearances. It could be attributed to the fact that attractiveness gets individuals in the good side of both strangers and acquaintances. People easily gravitate to beauty and an attractive appearance makes people look more appealing. It even aids in the charisma of the individual, opening doors to greater opportunities. It especially applies to girls and women who are more prone to the societal pressure of beauty standards. Lean and thin-that is how women are expected to look, along with at least a lipstick and kohl. 

If one is to scour through the social media and the internet in general, one would find hundreds and thousands of online beauty tutorials taught by young women. They flaunt their makeup brands which they have been paid to advertise. Whether it is smoky eyes, minimal look or a bold statement, they have you covered. All you have to do is buy the product. This is how the beauty and cosmetics industry is driven today. It is propelled by the huge number of social media influencers and content creators. But then, beauty industry has had a long history in the human world. 

Archaeologists have excavated ancient civilisations where people used some form of beauty enhancers. Ancient Egyptians used makeup as seen in the walls of their tombs. Perhaps vanity is embedded on human consciousness that has remained a constant throughout history. But some trends in beauty require a serious reconsideration such as the rage in cosmetic surgeries which has resulted in a plastic culture. Young girls and women look up to pop celebrities and invest their time, money and resources on imitation. 

Not only does it deprive them of their own natural essence, it could also make them feel terrible about themselves in the long run. Instead they should be able to look at the mirror and accept the reflection without having to suffer through the misguided perceptions of beauty. In a world where beauty is highly sought after and invested in, there should be room for flaws, imperfections, and uniqueness that each person is granted.