Elle Morris, Chief Marketing Officer, Olberding Brand Family05.22.23
For most of my life as an American woman, there has been an accepted standard of beauty in this country: tall, thin, leggy, blonde (in the 70’s and 80’s), tan skin, narrow facial features and light eyes. As a zaftig young woman (apple shaped) with auburn hair, freckles, milk-white skin and green eyes, I certainly did NOT conform to our society’s standards of beauty and like so many other young women, I strived to conform to this elusive beauty ideal to no avail.
As I approached the age of 30, I decided to embrace myself and stop attempting to live up to other’s standards. I now have an almost 18-year-old daughter who is the polar opposite of the beauty standard I grew up with – Mia is bi-racial, has beautiful black loose curls, mocha skin, rounded features: eyes, cheeks, lips and is plus-sized. She does not struggle with her beauty simply because our standards have changed in this country.
Ethnicity is having a profound impact on the evolving American standard of beauty, as demographic trends and shifting cultural attitudes are changing the way that Americans perceive beauty and physical attractiveness. In recent years, there has been a growing recognition that the traditional Eurocentric ideal of beauty, which values fair skin, narrow facial features, and slim body types, is both limiting and exclusionary.
This has led to a movement towards greater diversity and inclusivity in the realm of beauty, with people of different ethnicities challenging and redefining beauty standards.
As the US becomes more diverse, there is a growing recognition that traditional beauty standards, which are based on narrow and exclusive ideals, do not reflect the reality of the country's population. This has led to a greater appreciation of beauty in all its forms, including features that were previously considered less attractive or even stigmatized. For example, fuller lips, darker skin tones, and curvier body shapes are now being celebrated as beautiful and desirable features, particularly amongst younger generations.
I am particularly grateful that society has recognized that beauty comes in different races and sizes so young women and men in this country don’t have to feel marginalized or less than because they don’t conform to some dated, racially pure standard that was forged eons ago.
Another factor driving the shift towards a more inclusive beauty standard is the influence of social media. Platforms such as Instagram and TikTok have given rise to a new generation of beauty influencers and creators, many of whom come from diverse ethnic backgrounds. These influencers are using their platforms to showcase their own unique beauty ideals and to challenge traditional beauty standards.
For example, influencers with fuller figures are promoting body positivity and self-acceptance, while those with darker skin tones are promoting the beauty of melanin-rich skin. For as many complaints as people have about social media (and they are legitimate), this is a difference-making benefit. People get to see that there is beauty in all shapes, sizes, skin colors, facial features and cultural expression. Nothing thrills me more than to see women and men of all ages and ethnicities embracing and celebrating their individual beauty. This is a gift to us all.
In addition to social media, the beauty industry itself is also changing to meet the demands of a more diverse and inclusive consumer base. For example, there has been a rise in the popularity of black-owned beauty brands, which cater specifically to the needs and preferences of black consumers. Similarly, the K-beauty trend, which originated in South Korea, has gained a following among Americans of all ethnicities, thanks in part to its emphasis on achieving healthy, radiant skin rather than conforming to traditional beauty ideals.
Finally, the entertainment industry is also playing a role in shaping evolving beauty standards. As the industry becomes more diverse and inclusive, with greater representation of people of color both in front of and behind the camera, there is a growing recognition that there is no one ideal of beauty. This has led to a greater appreciation of diverse features and styles, with more representation of diverse body types, hairstyles, and skin tones in film, television, and music.
The changing demographic makeup of the United States, the influence of social media, the evolution of the beauty industry, and the increasing representation of diverse cultures in entertainment are all factors contributing to the evolving American standard of beauty.
As the country becomes more diverse and inclusive, there is a growing recognition that traditional beauty standards are limiting and exclusionary, and that true beauty lies in diversity and self-expression. I, for one, am excited to see what the new American standard of beauty looks like in 10 years!
About the Author
Ms. Elenita (Elle) Morris is Chief Marketing Officer at Olberding Brand Family, stewards of consumer-packaged goods brands since 1919, partnering with brands on brand strategy and design, packaging, digital adaptation and pre-media and platemaking. She is a recognized consumer packaged goods brand design thought-leader with particular expertise in beauty, haircare and skincare. Follow Elle Morris on LinkedIn.
Also, don’t miss Morris’ previous Expert’s Opinion for BP: How AI and VR Have Fueled Beauty Retail's Growth.
As I approached the age of 30, I decided to embrace myself and stop attempting to live up to other’s standards. I now have an almost 18-year-old daughter who is the polar opposite of the beauty standard I grew up with – Mia is bi-racial, has beautiful black loose curls, mocha skin, rounded features: eyes, cheeks, lips and is plus-sized. She does not struggle with her beauty simply because our standards have changed in this country.
Ethnicity is having a profound impact on the evolving American standard of beauty, as demographic trends and shifting cultural attitudes are changing the way that Americans perceive beauty and physical attractiveness. In recent years, there has been a growing recognition that the traditional Eurocentric ideal of beauty, which values fair skin, narrow facial features, and slim body types, is both limiting and exclusionary.
This has led to a movement towards greater diversity and inclusivity in the realm of beauty, with people of different ethnicities challenging and redefining beauty standards.
Why Society’s Beauty Standard is Shifting
One major factor driving the shift towards a more diverse and inclusive beauty standard is the changing demographic makeup of the United States. According to data from the US Census Bureau, the country is becoming increasingly diverse, with people of color comprising a growing proportion of the population. For example, the Hispanic/Latino population is projected to account for over 28% of the total US population by 2060, up from 18% in 2017. Similarly, the Black population is projected to increase from 13% to 15% over the same time period.As the US becomes more diverse, there is a growing recognition that traditional beauty standards, which are based on narrow and exclusive ideals, do not reflect the reality of the country's population. This has led to a greater appreciation of beauty in all its forms, including features that were previously considered less attractive or even stigmatized. For example, fuller lips, darker skin tones, and curvier body shapes are now being celebrated as beautiful and desirable features, particularly amongst younger generations.
I am particularly grateful that society has recognized that beauty comes in different races and sizes so young women and men in this country don’t have to feel marginalized or less than because they don’t conform to some dated, racially pure standard that was forged eons ago.
Another factor driving the shift towards a more inclusive beauty standard is the influence of social media. Platforms such as Instagram and TikTok have given rise to a new generation of beauty influencers and creators, many of whom come from diverse ethnic backgrounds. These influencers are using their platforms to showcase their own unique beauty ideals and to challenge traditional beauty standards.
For example, influencers with fuller figures are promoting body positivity and self-acceptance, while those with darker skin tones are promoting the beauty of melanin-rich skin. For as many complaints as people have about social media (and they are legitimate), this is a difference-making benefit. People get to see that there is beauty in all shapes, sizes, skin colors, facial features and cultural expression. Nothing thrills me more than to see women and men of all ages and ethnicities embracing and celebrating their individual beauty. This is a gift to us all.
In addition to social media, the beauty industry itself is also changing to meet the demands of a more diverse and inclusive consumer base. For example, there has been a rise in the popularity of black-owned beauty brands, which cater specifically to the needs and preferences of black consumers. Similarly, the K-beauty trend, which originated in South Korea, has gained a following among Americans of all ethnicities, thanks in part to its emphasis on achieving healthy, radiant skin rather than conforming to traditional beauty ideals.
Finally, the entertainment industry is also playing a role in shaping evolving beauty standards. As the industry becomes more diverse and inclusive, with greater representation of people of color both in front of and behind the camera, there is a growing recognition that there is no one ideal of beauty. This has led to a greater appreciation of diverse features and styles, with more representation of diverse body types, hairstyles, and skin tones in film, television, and music.
The changing demographic makeup of the United States, the influence of social media, the evolution of the beauty industry, and the increasing representation of diverse cultures in entertainment are all factors contributing to the evolving American standard of beauty.
As the country becomes more diverse and inclusive, there is a growing recognition that traditional beauty standards are limiting and exclusionary, and that true beauty lies in diversity and self-expression. I, for one, am excited to see what the new American standard of beauty looks like in 10 years!
About the Author
Ms. Elenita (Elle) Morris is Chief Marketing Officer at Olberding Brand Family, stewards of consumer-packaged goods brands since 1919, partnering with brands on brand strategy and design, packaging, digital adaptation and pre-media and platemaking. She is a recognized consumer packaged goods brand design thought-leader with particular expertise in beauty, haircare and skincare. Follow Elle Morris on LinkedIn.
Also, don’t miss Morris’ previous Expert’s Opinion for BP: How AI and VR Have Fueled Beauty Retail's Growth.
