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I uncovered my passion for makeup at a young age, thanks to my beloved aunt who owned a well-lit makeup mirror and a vanity brimming with colorful cosmetics. As a little girl, I would excitedly layer on bright hues, experimenting with brushes and different formulations, feeling like the women in the beauty ads.
Whenever I emerged from her room, splashed with every color imaginable, Aunt Lily would always declare that I looked beautiful, praising my unique artistic choices. Those evenings spent with her were some of my fondest memories.
As I grew older, my love for makeup persisted, but the pressures of diet culture often diminished my confidence in feeling as beautiful as the women depicted in advertisements. Over time, I honed my makeup application skills, and now, one of my favorite ways to unwind is by quietly sitting at my makeup mirror, enjoying the process of enhancing my appearance.
As a person who identifies as fat, beauty products have offered me a sense of refuge. Shopping for clothes has been a source of anxiety since childhood, particularly during high school. While my friends enjoyed carefree days at the mall, I felt excluded from many stores and was reluctant to try on clothes alongside slimmer peers.
However, beauty products have always been size-neutral. Whenever I passed a makeup counter or a fragrance shop, I felt like an equal. In fact, I often had an edge; while others expressed themselves through fashion, I found joy in makeup.
Even now, I connect with my friends of all sizes over topics like skincare, makeup, and hair care, enjoying conversations that don’t hinge on body size. Beauty has always felt like my level playing field.
So, why do I rarely see anyone who resembles me in beauty advertisements? The vast majority of models featured in beauty campaigns are thin, with flawless skin, lustrous hair, and perfect smiles. They often conform to a narrow standard of beauty, which has evolved slightly over the years, yet many brands still opt for racially ambiguous models who fit a white beauty ideal.
When plus-size models do appear in campaigns, they often still embody an unrealistic standard of beauty—gorgeous yet larger, but still far from representative of everyday people.
It’s clear that advertising companies believe that featuring aspirational figures will drive sales, and this strategy has proven effective, contributing to the nearly $400 billion spent annually on cosmetics.
While there has been some progress since my teenage years—like the inclusive Dove campaigns and efforts from smaller brands—should we really accept the notion that companies can profit off an unattainable standard of beauty? Are we still comfortable with the idea that the most stunning individuals are showcased to remind us of our supposed inadequacies?
I want to see more realistic representations in beauty advertising. I envision mid-size women with varying body types in shampoo commercials, fat women with diverse shapes and sizes promoting lipstick, and larger individuals showcasing their radiant skin after trying a new moisturizer.
I long for the day when we see fat teenagers enjoying carefree moments in those amusing tampon commercials featuring blue liquid. Where are the plus-size men in deodorant and shaving cream ads? Don’t people of all sizes use soap, lotion, and hairspray?
Fat individuals invest their hard-earned money in the same products as their thinner counterparts to feel attractive and maintain hygiene. It’s only fair that advertising companies acknowledge our presence in their campaigns. If they insist on showcasing only “ideal” beauty, it’s worth noting that such beauty does exist in larger bodies too.
I personally crave advertisements that reflect a wide range of diversity—various ages, skin tones, and abilities. We should see models whose gender expressions defy the binary. Everyone deserves representation in the media we consume.
As someone who has worked tirelessly to cultivate a positive relationship with my body, I urge beauty and advertising companies to support others on similar journeys by presenting us as deserving of the label “beautiful.”
For more insights on related topics, check out our post on the importance of diverse representation in advertising. Additionally, if you’re exploring home insemination options, Make a Mom provides great resources, and Parents.com is an excellent guide for understanding what to expect during your journey.
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Summary:
The article examines the absence of plus-size individuals in beauty advertisements, highlighting the persistent narrow standards of beauty that dominate the industry. While there has been some progress, the author argues for more inclusive representation, advocating for diverse body types to be featured in beauty marketing. This call for change emphasizes the importance of seeing oneself reflected in media, especially for those who have struggled with body image.