‘Because you’re worth it.’
‘Maybe she’s born with it. Maybe its Maybelline.’
Ring a bell? Make an impact? These are some beguiling slogans from the two of the leading cosmetic brands in the world.
Behind these appealing adverts and politically correct taglines, lies the ugly face of the world of cosmetics. Who says you need to conceal the blemishes on your skin? Why do you need voluminous hair? Why must you contour your face? Behind this seemingly innocent service that the cosmetic industry provides is an extensive effort to permeate beauty standards that all women must meet.
Clear skin, luscious hair, face cuts and a plethora of other beauty ideals are pervaded through treated images plastered all over fashion magazines, coaxing the consumers to purchase so and so brand to acquire the above. The United States has the largest market of cosmetics around the world, with estimated whopping