Beauty Opinion: Making up for the Impossible

Before and after images have been something rife in the beauty and wellness industries for decades. Suddenly, a face splotched with breakouts is even and glowing after just three weeks of twice daily use of one miracle cream. Yet between photos we also that in the after the eye brows are set much higher, the cheekbones are markedly more taut and the nose much more slender, and at times misty hazel eyes are magically now crystal blue (yes, I've seen one or two instances where different people are NOTICEABLY in each photo).

Who do they think they're fooling? Do they genuinely believe we are all that stupid? Do they really expected to believe that an entire face can be cleared, de-aged effectively by 20 years, smoothed of all sun damage, lines, and even pores with a simple three-step skincare system or one does-it-all foundation that is somehow mattifying but glow-giving that blurs and obscures all imperfections while feeling featherlight? This is an expansion of my rant-y response to my best friend and sister as we talked about how silly and disheartening beauty ads truly can be. Despite agreeing with the sentiment of my passion, she very calmly said, no, I don't believe they think we're stupid. They are capturing our attention by what we wish the product could do.

This immediately rang true. We know not to expect total face (and body... and life) transformations from a single, few, or really any product. But that does not keep us from longing to somehow be what these heavily airbrushed, photo-edited, and for all intents and purposes fake photos portray. We want the wide yet narrowed cat eyes, full lips, and completely even skintone that radiates without a flush except for the most precise bloom at the center of our cheeks (just to suggest an impression of liveliness) to offset the strong yet chiseled yet voluptuous bone structure. But even in these descriptions its clear how these ideals contradict themselves and how erring to one shape or style of being or looking automatically gives rise to wanting, or even feeling a need to have more of or to become the opposite. And as soon as the impression of the opposite would be achieved, there's a call to desire what was left behind. The battle is as unwinnable as it is constant, and these ads and images do nothing effective but further fold this unattainable notion for ideal and unchangeable balance into our minds. And while we know, products can't get us there (for "there" doesn't truly exist), marketing in this industry definitely banks us on buying products to get as close to "there" as we can. The before and afters are the visually-based siren song enticing us.

Coming to terms with this, it leaves me with a much more fundamental question? What is the point of makeup, and by extension, skincare, hair tools, and everything that could be loosely considered a beauty product? Everyone will have different answers for this, of course. Some will see it as a way to present themselves well. Others see it as a confidence booster in the "if you you look good, you feel good" scenario. People view indulging in beauty products is enjoying life's sensory pleasures or as a means of respite or fun. And others still view it as a transformative outlet, though transformation through the lens of artistry rather than elusive means of self-correction. In various stages of my life, beauty products have represented all these things, although nowadays I tend to fall into the "sensory indulgence" category, reveling in the colors and textures, scents and sensations brought by various shades and formulas for a lighthearted adventure without leaving home. But certainly any of these can be healthy. And what stands out to me is how of all these views and usages for makeup and the like are a far cry from the endless, fruitless pursuit of definition-less perfection that seems on one level entirely subjective yet on another universally adopted as the standard to strive for. I guess the key to having beauty be truly fulfilling for us instead depleting us is when it can be a happy celebration rather than just making up for the impossible.