A common misconception rooted in patriarchy is that women are constantly trying to attract and please the male species. In 2017, yougov.com conducted a study which showed that 63% of men believe that women wear makeup to trick them into thinking they are prettier. Such a statement is definitely followed by an eye-roll reaction from most women – because after all, it is not about men at all. Saying that makeup is used merely and solely as a way to look more attractive to guys sounds almost like an insult to the girls who spend hours in front of a mirror working on their eyelids as if they were a canvas. The research also showed that 43% of Americans believe that women wear too much makeup. However, that is our goal. It is not about looking “natural and more attractive”, we know our blush and highlight look obvious – and that is the whole point. The cosmetic industry has had a great influence on empowering women and with the development of new technology, girls have been able to explore their confidence and creativity even further.
We can all agree that if women wore makeup to attract men Sephora and Ulta Beauty would have gone bankrupt as soon as masks became mandatory. With most of the world operating under lockdown, there would be no point in wearing a full face of makeup under a mask. Yet, most women still feel the need to take care of their skin and to bake their makeup every morning – proving once again that it is a matter of self-care and self-confidence. Over the past few months, girls have taken social media to share their skincare and makeup routines during the quarantine. For the girls with the curly hair, the sock curl made a comeback, the skincare lovers went crazy with the homemade recipe, and the makeup fanatics got creative with eyelid styles that varied from flowers to all the way to animal print.
Makeup is obviously not the key to confidence, some girls actually find themselves prettier when they embrace their “imperfections”, but to a general mass makeup walks hand in hand with self-esteem. Another research conducted by the University of Chieti and the Harvard Medical School showed that women actually feel smarter when they are wearing makeup. The research team gathered 186 females and tested the “lipstick effect” amongst them. This “lipstick effect” is a common psychological phenomenon that boosts the confidence of a woman when she wears makeup and feels physically more attractive. It helps women to have feelings of self-esteem, personality, and attitude” (Science Times). This boost of confidence can improve cognitive abilities and indeed make women feel smarter. The use of cosmetics goes even beyond cognitive ability and self-care. Women who wear makeup are shown to be more self-aware of their body, their emotions, and especially their self-esteem.
Quarantine has definitely been a time that helped reassure that the use of makeup has nothing to do with pleasing the male species; and makeup shamers – those who try to put others down for using cosmetics – need to change their mindset ASAP. As mentioned before, the use of makeup is a completely personal decision based on what makes one feel more beautiful and empowered. Despite all the stereotype that exists around the use of makeup, the cosmetic industry has done an extremely important job in boosting women’s self-esteem and helping them find self-love and self-worth. Day by day women continues to defy the odds making the roots of patriarchy slowly fade away.