In his first major novel "Buddenbrooks: The Decline of a Family", author Thomas Mann proclaims that "Beauty can pierce one like pain."
No truer sentence was ever spoken!
Indeed, in the modern world, beauty has become a collective obsession. Magazines, advertisements, and social media are just small elements of our daily lives that focus on the aesthetics of individuals, often reducing them to mannequins: beautiful, yes, but soulless!
Yet, as much as we want to deny it, each of us seeks, more or less voluntarily, to conform to the traditional beauty standards of the society we live in. These continuously influence us and "change our eyes": they condition the way we look not only at others but also at ourselves.
The consequences of all this fall on our body, our mind, our behavior, and our emotions, thereby strengthening the relationship between the world of cosmetics and psychology.
Table of Contents
Cosmetics: Time, Money, and a Growing Market
Why We Wear Makeup: The Psychological Meaning Behind Makeup
Appearance or Reality? Debunking Myths About Makeup and Narcissism
Behind the Face's Curtain: The Psychology of Makeup
Unveiling the Soul: The Psychology of Colors in Makeup
Beyond Makeup: The True Value of Women
Quick Summary
There is a strong and profound connection between makeup and psychology, which highlights the collective obsession with beauty in the modern world. Makeup is a tool for self-expression, individual enhancement; it promotes psychological empowerment and increases self-esteem; it has a significant impact socially and in the workplace; it is a way to practice healthy self-care.
Studies show that there is a psychological interpretation behind specific makeup practices: emphasizing the eyes allows us to fascinate and enchant others with our gaze and divert attention from facial imperfections; focusing on the cheeks gives us the opportunity to appear more youthful and healthier; accentuating the lips allows us to rely on weapons such as seduction, provocation, and elegance.
Colors also hide a deeper meaning, linked to emotions: for example, blue represents calm, green vitality, yellow sunniness and anger, black elegance and power, white purity.
Cosmetics: Time, Money, and a Growing Market
According to Fortune Business Insights, the global cosmetics market amounted to $299.8 billion in 2022, is expected to grow to $313.2 billion in 2023, and is projected to reach $417.2 billion by 2030.
How does this sector manage to be so expansive? Let's look at some data related to how much money and time we spend on cosmetic and beauty products each year.
I should preface that the vast majority of studies have been conducted on more or less large groups of women, considered the main consumers of cosmetic products.
In 2017, Groupon conducted a market research with the goal of determining the real "cost of beauty." This term refers to the annual expenditure of individuals on beauty-related products and services, such as skin and hair care products, makeup, gym memberships, supplements, and more. The findings indicated that women spend an average of about $3765 per year, equivalent to $313 per month, while men spend an average of $2928 per year, or $244 per month. It is interesting to note that over 25% of women's expenses are destined for facial products and treatments, amounting to about $91 per month, of which about 30% ($28) is represented by makeup products. For facial products and treatments, men spend half ($51).
According to a survey conducted in 2017 by Wonder in the United States, when it comes to engaging in beauty practices, only 14% of American women spend less than 5 minutes a day on skin care, makeup, and hair treatments, while 13% dedicate an hour. Meanwhile, about 50% of women spend less than 30 minutes on these activities.
A study conducted by Today and AOL revealed that, on average, women dedicate 55 minutes a day to makeup and hair care. This translates into a total of 335 hours a year, equivalent to two full weeks! The percentages vary based on the age factor: it is estimated, in fact, that girls pay attention to aesthetics and cosmetics for a total of 7.7 hours weekly, against the 6.4 hours spent by adult women.
Why We Wear Makeup: The Psychological Meaning Behind Makeup
Regardless of our lifestyle that leads us to spend time and money on cosmetics, a question that naturally arises is this: why do we wear makeup? Or rather, what does wearing makeup mean from a psychological standpoint?
According to a recent article by PsicoAdvisor, there are various psychological reasons and implications for why makeup and skincare have become part of our lives as habitual and meaningful actions. Among many:
Makeup is a form of self-expression
It offers the possibility to express oneself, one's creativity, originality, and uniqueness. The choice of specific colors, styles, and textures, used on a particular occasion, touches the psychology of others, allowing space to communicate each of our personalities, moods, and even aesthetic tastes.
Makeup is a tool for individual enhancement
Although it allows altering our external appearance, makeup should not become a mask to hide behind. On the contrary! It should be considered useful to highlight and enhance the true, natural, authentic beauty of individuals.
Makeup is a means of psychological empowerment
Some use makeup to transform into another person and release sides of themselves that are rarely shown. Thus, it creates a sense of control and power over one's self-image, helping us to face shyness, insecurities, social fears, and anxieties in the best possible way (Daily Mail, 2017).
Makeup boosts self-esteem
After applying makeup, many feel more confident, more attractive, and less vulnerable to the thoughts, criticisms, and judgments of others. This is because makeup covers and seemingly eliminates our imperfections and enhances our aesthetic qualities to the nth degree, increasing self-confidence (Looman Manfra et al., 2022). And the effect of makeup doesn't stop at self-esteem: being made up makes us feel more beautiful, and therefore more confident. This increased self-confidence, linked to the consequent positive emotions we experience, leads to an improvement in our cognitive performance (Palumbo, Fairfield, Mammarella & Di Domenico, 2017).
Makeup influences how others perceive us within society
Makeup can lead to higher earnings
Makeup can become a self-care habit
The answers to the question "Why do we wear makeup?" are numerous and varied, and everyone chooses the one that they feel is most suitable for themselves.
For example, although I do not feel particularly subject to the influence that social conventions have on the aesthetic and cosmetic sector and do not feel valued by traditional beauty standards, I tend to resort to makeup mainly for self-esteem reasons: not being a size 38 makes me an easy target for people's criticism. However, thanks to cosmetic products, I manage to camouflage and slim down my particularly round face, thus helping to not hurt my self-confidence.
Appearance or Reality? Debunking Myths About Makeup and Narcissism
Starting from my experience and from what I hear every day from my peers, I realize that the strong social influence exerted by traditional beauty standards has psychological repercussions on our perception of ourselves and the way others perceive us.
Very often, it is the society in which we live that misunderstands and expresses negative judgments about realities that are not so well known.
Let's start from this premise: dedicating oneself to makeup does not mean being narcissistic. Nor can wearing expensive cosmetic products be seen as a parameter to define someone as narcissistic.
According to Overcoming Toxic People, what makes an individual narcissistic is their obsessive-compulsive desire to seek public approval and "hyper-protectively" control their image. Therefore, makeup should not be viewed as a cause of narcissism, but rather as a consequence.
Recognizing narcissistic personality disorder is not easy: some researchers from a study on narcissism and appearance asked volunteers to evaluate strangers based on how narcissistic they appeared in pictures. These evaluations were then compared with assessments by acquaintances of the depicted people. The conclusions were as follows: strangers were able to detect the disorder about 25% of the time; acquaintances had a positive outcome only about 35% of the time.
The very low difference in results demonstrates how complex it is to identify a psychological pathology solely through the observation of a subject.
All this to testify that the aesthetic aspect and the presence of makeup (regardless of the colors, shades, or price of the products) are not founded reasons to "diagnose" narcissistic disorder in a person.
Behind the Face's Curtain: The Psychology of Makeup
Often, highlighting specific parts of our face and, consequently, dedicating more time, care, and attention when applying makeup, may seem like a totally natural and habitual action. In reality, this ritual turns out to be an unconscious and irresistible choice, rooted in our subconscious. Let's try to understand why!
PS. We reiterate once again that most studies have been conducted on women because they are (unfairly) considered the only possible consumers of cosmetic products.
But we'll talk about that shortly.
Eyes, Eyelashes, and Eyebrows
It's said that the eyes are the window to the soul, and for that reason, eye contact is a form of non-verbal communication that creates an aura of attractive and fascinating mystery around it.
According to Chron, wearing dark mascara, eyeshadow, and particularly pronounced eyeliner makes the sclera (the white part of the eye) appear even whiter, almost as if to signal our good health. Resorting to "magnetic" eye makeup also diverts the attention of the onlooker from our imperfections: for example, a large, potato-shaped nose can even seem smaller.
According to a report by Mulhern et al. (2003), women believe that eye makeup is the product that most enhances the beauty of other women's faces. Eyeliner, eyeshadow, and mascara can also accentuate the youthfulness of the face. Adults are often considered beautiful when they have youthful traits, such as large eyes (along with a small nose and full lips). This exaggerated youthful appearance tends to be more attractive and also evokes a greater instinct for protection (Jones et al., 1995).
Face and Cheeks
Perhaps because it evens out the complexion and therefore can give a stronger impression of health and symmetry, foundation is widely recognized as an element that improves our image. Indeed, the report by Mulhern et al. (2003) concluded that foundation makes the most significant difference in women's attractiveness.
For Science of People, foundation is indeed the cosmetic product with the greatest impact on how a person is perceived. A pale face, bags, and dark circles under the eyes can convey a tired or even sick image of us. In the case of acne scars or other imperfections, foundation alone might not be enough: therefore, it might be a good idea to use a concealing corrector before applying it. Similarly, having oily skin can compromise the evenness of the complexion. It is advisable to eliminate the shiny effect by applying powder over the foundation.
Now let's talk about blush. Why is this cosmetic fundamental? Some studies show that men prefer feminine, almost childlike features. Therefore, applying blush can make the cheekbones appear higher, conveying femininity. Elliot and Niesta (2008) demonstrated that red cheeks (even if not overly so, in a natural style) express youth and sexual health. Finally, blush draws attention to the eyes and away from the neck and jawline, which can show clear signs of aging.
Lips
While Marilyn Monroe couldn't go to bed without a few drops of Chanel, stars like Angelina Jolie can't do without a bright red lipstick. It is the quintessential cosmetic product for seduction, suitable for those who do not want to go unnoticed, for those seeking to be sexy and provocative, and feel like Jessica Rabbit at times.
According to some studies, including those by Stephen and McKeegan (2010) and Guéguen (2012), women who wear red lipstick are much more attractive, and men tend to approach them (for example, in a bar) more quickly than women with pink or brownish lipstick.
To demonstrate this, Guéguen in 2012 conducted a small study: in three restaurants in the French province of Vannes, 319 male customers and 128 female customers were unwittingly made part of the research. Although in France, by law, 12% of the cost of a dish represents the tip for the waitstaff, male customers left tips for waitresses with lipstick. The amount of money was even higher for those waitresses with red lipstick. Conversely, the same result was not found when examining the behavior of female customers.
Unveiling the Soul: The Psychology of Colors in Makeup
According to Rocco Ingria, a makeup artist and teacher at the Beauty University REA Academy, the use of certain colors in makeup also hides specific emotions:
Blue
It is the color of the night, the ethereal sky, the infinite universe, the depth of the seas, quietude, and calm; it is associated with mystery.
Yellow
Green
Red
Purple
Brown
Gray
Black
White
Beyond Makeup: The True Value of Women!
At this point in the article, I cannot help but reflect on a premise I wrote earlier: the vast majority of studies related to the cosmetics sector are conducted on women as they are considered the main consumers of cosmetic products.
I asked myself: why?
Certainly, there is still a strong taboo surrounding the idea of "men in makeup" (to learn more, read our interview with Michael Beccalli on beauty and makeup beyond traditional gender norms, or our article on toxic masculinity), but I believe the real reason for this goes beyond a matter of habit and normality in seeing only us women wearing makeup.
In a society obsessed with appearances, a made-up woman is deplorably reduced to a mere object of desire. We are not dolls in the hands of men who can change our clothes or fix our makeup and hair at their pleasure! We are not a mere body to be undressed and flaunted, good only for pleasing men! We are much more!
A red lipstick or high heels should not scream our worth, yet it seems that only when we wear them does the world recognize our value and is willing to listen to us.
The strength of us women should not reside in the blush on our cheeks or the eyeliner on our eyes; rather, makeup should help us bring out that strength, to make us feel more beautiful and more confident among others. Makeup cannot and must not become the scapegoat by which the rest of the world defines us.
It's time to look beyond aesthetics and understand that feminine beauty goes beyond our reflection in the mirror.
This principle, for example, should begin to be understood in the workplace: it is not right for me, a woman, to receive a lower salary than a man for the same hours and results, just because I am a woman. And it is totally immoral that, between two women, the one with makeup, neat hair, and a perfect outfit earns more. I should be paid for my work qualifications, not for my ability to straighten my hair or apply eyeshadow. All this must stop existing!
It is time for us to be valued for our talent, our commitment, our intelligence, our eloquence, not for our physical appearance. When men finally understand that we women are not their sensual and sexual plaything but are people with thinking minds and beating hearts, then the world can be a happier place for everyone to live. I wear makeup and make myself beautiful for myself and to feel good among people, not to enchant them.
Behind and Beyond Appearances!
In conclusion, the cosmetic market is steadily and continuously growing. Makeup is an integral part of our lives and our society: if on one hand, it can be a means of individual expression and empowerment, a moment of self-esteem enhancement and self-care, on the other, it should never be the sole measure of women's dignity and value.
Female empowerment goes beyond appearances, requiring a cultural change that challenges traditional beauty stereotypes. Only by overcoming superficiality and recognizing the complexity and richness of women can we aspire to a world where beauty is not a constraint, but an option; a world where the value of women shines, not the makeup they wear.
FAQs
How big is the cosmetic market?
The global cosmetics market amounted to $299.8 billion in 2022, and it is expected to grow to $313.2 billion in 2023, and to reach $417.2 billion by 2030.
How much money do people spend on beauty products and services per year?
A study found that women spend an average of about $3765 per year, equivalent to $313 per month, while men spend an average of $2928 per year, or $244 per month.
Why do we wear makeup?
We wear makeup for self-expression, enhancement, and empowerment, using it to boost confidence and navigate social situations more comfortably.
What does psychology say about makeup?
Psychology views makeup as a tool for empowerment and self-esteem enhancement, influencing how we're perceived and treated by others.
Is makeup good for mental health?
Yes, makeup can positively impact mental health by serving as a form of self-care and
creative expression, boosting mood and self-confidence.
Why is eye makeup attractive?
Eye makeup enhances the eyes' natural beauty, making them appear brighter and more expressive, which is inherently attractive.
What is the importance of blusher?
Blush adds a healthy glow, suggesting youth and vitality, and draws attention to the eyes, enhancing overall attractiveness.
What is the psychology of lipstick?
Lipstick, especially in bold colors like red, can symbolize confidence and sensuality, affecting both the wearer's self-perception and others' perceptions.
What is the psychology behind coloring?
Color choices in makeup reflect mood and personality, with different colors evoking various emotional responses and conveying non-verbal messages.
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