Beauty is a concept that can be defined in a vast variety of ways.  No two people will perceive beauty in the same way, and, across the globe, these ideas are even more diverse. People come in a variety of shapes, sizes, and colors. All this diversity is something to be appreciated; however, in society the idea that white women and Eurocentric features are the ideal is ever present. This ideology has been implemented in women’s and men’s minds alike for many decades.  Women of color are often shamed for being “too dark” or having features that are “too big.” Almost everyone has heard someone say, or even caught themselves saying, “she is pretty for being dark” or “she would be prettier if she was lighter.” An examination of history shows that these Eurocentric beauty standards can be tied back to racism. To rid people of these unrealistic standards the beauty industry must incorporate more people of color (POC).

Even from an early age, children are socially programmed to find Eurocentric features more beautiful than non-white ones. Studies have been conducted to see if there is a correlation between lighter skin and beauty. In 1947 Kenneth Clark and Mamie Clark conducted a study regarding the relationship between skin color and self perception. The test group was 253 African American children aged three through seven from Massachusetts and Virginia. The group was shown two identical dolls—one white and one black. They were asked which doll they thought was better, and two-thirds of the children said they preferred the white doll although they themselves were black. This exact study was replicated in 2006 on ABC News, and again most of the kids said they preferred the white doll. This demonstrates how institutionalized racism shapes beauty standards. Whites are deemed inherently superior by society, and this superiority translates to Eurocentric beauty standards.

These looming beauty standards impact the world outside of U.S. borders. POC from other countries alike strive to look more “westernized” because a majority of makeup and fashion brands have mostly white models with maybe one person of color. In Korea many young people get double eyelid surgery in an attempt to get bigger eyes.  In  India it is also seen that skin bleaching is a very common practice. American culture and fashion trends significantly impact the culture of other countries. A lot of POC are taught that you are more attractive if you have more traditionally white features: bigger eyes, lighter skin, smaller nose, and straighter hair. These images of white beauty are constantly projected in the fashion industry.  For the fall 2016 fashion season, the Diversity Report examined 312 shows and 8,727 model castings from New York, London, Paris and Milan. Of all the models casted only 24% were POC. This number is actually a big step forward, yet  it is disheartening that not even one fourth of the models were POC. At the 2016 fashion week 82% of the models were white, 6% black and only 2% latino. In addition thirteen companies did not hire any models of color at all. To combat this lack of diversity modeling agents must hire more non white models. This strange obsession with these European features is clearly reflected in who these agencies cast. And when they do incorporate POC, they often are those who have more European features and lighter skin.

Some may argue that there is no issue, and that the existence of Eurocentric beauty standards is not real. They may affirm that having one black model or one latina model in a sea of white models is enough diversity. Others may not even see an issue with having only white models. However, there is an evident presence of these Eurocentric beauty standards in society. This ideology is fueled because of this lack of diversity. Whites do not understand the frustration asians, latinos, and blacks feel because they are not represented in the media and, those who are, are not truly representative of their race. If more models of color are not included this desire for Eurocentric features will still live on.

In modern society it is seen that POC have pressure to have more Eurocentric features. They are often ridiculed and looked down upon for their natural features that they cannot help and many go to extreme measures to fulfill these unrealistic beauty standards. There must be drastic changes and more incorporation of many races in order to rid of the ideology that white beauty is better.