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From a young age, I discovered my passion for makeup, thanks to my beloved aunt who had a bright makeup mirror and a vanity brimming with every kind of cosmetic a little girl could wish for. I would experiment with vibrant colors, layering them on and exploring the feel of brushes against my skin. In those moments, I felt like the glamorous women in beauty advertisements.
My Aunt Clara would always praise my colorful creations, celebrating my artistic choices. Spending time with her was a cherished experience.
As time passed, my enthusiasm for makeup endured, but the pressures of diet culture began to erode my self-esteem, making it difficult to feel as beautiful as those models in the ads. Eventually, I honed my skills, and now, one of my favorite ways to unwind is to retreat to my mirror and apply my makeup in peaceful solitude.
Being a person of size, beauty products have served as a comforting escape for me. Shopping for clothes, however, has been a source of anxiety since childhood. Unlike my peers, who relished trips to the mall, I felt out of place, unable to shop at most stores and often reluctant to try on clothes alongside slimmer friends.
But beauty products never judged me by my size. Whenever we strolled past a makeup counter or a fragrance shop, I felt a sense of equality. In fact, I often had an edge, as I expressed my individuality through cosmetics while others focused on clothing.
Even today, I bond with my thinner friends over topics like skincare, nail care, and makeup, enjoying conversations that don’t hinge on body size. Beauty has always been my equalizer.
So, why do I rarely see anyone who looks like me in beauty ads? The vast majority of models showcased in beauty campaigns are slender, with flawless skin, luscious hair, and perfect smiles. While the industry has made some strides in racial diversity, plus-size representation remains limited. When a larger model is featured, often she still conforms to traditional beauty standards, merely in a bigger size.
It’s clear that advertising companies believe using idealized images will drive sales—and they’re right. Consumers spend nearly $400 billion annually on cosmetics.
While progress has been made since my teenage years—thanks to brands like Dove and some smaller companies championing diversity—should we really accept the notion that it’s acceptable for these companies to profit from unattainable beauty ideals? The goal of featuring stunning people in ads seems to remind us of our own perceived shortcomings. Why do we acquiesce to this?
I yearn to see mid-size women with unique body types in shampoo commercials. I want to see plus-size women with real bodies promoting lipstick and showing off their skincare routines. It would be refreshing to see a fat teen laughing with friends in those ridiculous tampon ads featuring blue liquid.
Where are the plus-size men in deodorant and shaving cream commercials? After all, people of all sizes utilize soap and lotion. It’s only fair for advertising agencies to include us in their campaigns.
If the industry insists on using conventionally attractive individuals, let them represent those in larger bodies as well. It’s not challenging to find beautiful models who defy the narrow standards we’ve been sold.
I advocate for advertisements showcasing a rich variety of diversity—different ages, skin tones, abilities, and gender expressions. We all deserve to see reflections of ourselves in the media we consume.
As a plus-size individual, advocating for size diversity is particularly important to me. I’ve invested significant energy and time into accepting my body, and it would mean a lot if beauty brands would help ease that journey for others by portraying us as beautiful too.