The Evolution of Beauty and the Pressure to Conform
For many years, I worked in the world of glossy magazines, serving as deputy editor at Vogue and Elle, and as editor-in-chief of In Style, Good Housekeeping, and Just Seventeen. These experiences gave me a unique perspective on the beauty industry and the women who engage with it. I’ve always had a well-stocked cosmetics bag, and I understand the allure of looking your best.
The history of makeup dates back over 6,000 years to ancient Egypt, where both men and women used it. During the Victorian era, makeup was also common among men, and dieting began to gain popularity among the wealthy. Over time, body shapes have come in and out of fashion, reflecting changing cultural norms.
It’s natural for people to want to look their best, and research shows that self-care can be beneficial for mental health. However, the current trend is more extreme than ever. Everywhere I turn, I see young women with exaggerated features—plumped lips, frozen brows, and artificial cheek enhancements. Hair extensions are common, and eyebrows are meticulously shaped. Meanwhile, older women are turning to semaglutides like Ozempic, Wegovy, and Mounjaro to achieve slim figures that were once unimaginable.
The Hollywood Reporter recently highlighted the most popular beauty procedures in Hollywood, showing how mainstream treatments like fillers and face lifts have become. This is a far cry from the world I knew when I was editing In Style 20 years ago. Back then, we focused on style and relatability, helping readers feel inspired by celebrities like Jennifer Aniston or Sarah Jessica Parker. Today, the emphasis is on transformation, with consumers seeking dramatic changes to their appearance.
I’ve launched a platform called Welldoing to help people find the right therapists. Through conversations with our professionals, I’ve heard countless stories of clients—both women and men—who feel pressured to meet unrealistic beauty standards. Social media has intensified this pressure, making it harder for young people to feel confident in their own skin.
Sociologist Rosalind Gill’s book Perfect: Feeling Judged on Social Media highlights how damaging modern beauty norms have become. Her research involved 220 individuals aged 18 to 28, all of whom shared similar concerns about their looks. Many follow celebrities and influencers on Instagram, absorbing the message that appearance is key to success. They scrutinize every detail of their image, from their eyebrows to their eyelashes, and even consider Botox or lip fillers.
The BBC reported on the rise of shopaholics, particularly among women under 40. Zuzanna, an 18-year-old, spends her entire monthly allowance on beauty products and has undergone several tweaks to achieve a “Barbie look.” This trend reflects a broader shift toward cosmetic enhancement, with many young women prioritizing perfection over natural beauty.
Elective cosmetic surgery, once a luxury for the wealthy, is now more accessible. While this democratization of beauty might seem positive, it comes with risks. Fillers and Botox require regular maintenance, and many under-35s are accumulating debt to maintain their desired look. By next year, the UK injectables market is expected to reach £11.7 billion.
To address safety concerns, new regulations now require a face-to-face consultation with a qualified professional before Botox can be administered. Under-18s are also prohibited from receiving these treatments.
Semaglutides like Ozempic and Wegovy have also gained popularity, especially among those seeking rapid weight loss. While I understand the appeal, I remain skeptical about the long-term effects of such drastic measures. Weight loss should be approached with care, and there are healthier ways to achieve it than relying on medication.
I don’t want to judge young women for wanting to look good. Fashion and beauty trends evolve, and it’s their right to express themselves. However, the current approach often feels anti-nature, emphasizing artificial enhancements over natural beauty. As technology allows us to manipulate images, we’ve started to believe that our bodies can be reshaped just as easily. This reflects a broader cultural shift toward the idea of human perfectibility.
It’s no surprise that young women are three times more likely than men to experience mental health issues like depression and anxiety. Perhaps the solution lies in embracing our natural selves and not obsessing over how we look. After all, true confidence comes from within.