Makeup as a Tool for Empowerment, Cultural Expression, and Social Inclusion: A Contemporary Analysis of the Global Beauty Industry

The beauty industry around the globe is very strong and influential, making billions every year and guiding changes around the world. Besides its economic value, beauty industry helps people transform, support cultural traditions and move ahead socially(Turcu and Brancu). Until not long ago, makeup was seen as just for appearance, but today, it often helps transform ideas about gender, race, beauty and belonging. It highlights makeup as a way people can express their identities and beliefs on social and political issues, mainly used by marginalized people (Fletcher and Swierczynski).

This paper discusses how makeup helps people—especially women of color and those in diasporic communities—show their identity, be seen and earn money. Through makeup, people describe their heritage, defiance and status as survivors using artistic form(Rahman). In addition, the industry focusing more on inclusivity is a sign of power shifting, with grassroots groups and companies run by women of color opening up spaces that were once excluded.