In its literal sense, the concept of "Beauty" is defined as a characteristic representing an aesthetic ideal. It is the reflection of a global trend that increasingly leans toward uniformity. Over time, beauty standards have evolved. The criteria for what is considered beautiful today are no longer the same as they were 10 years ago.

Let’s take a look at this video by ARVEA Nature, which reveals a new version of the concept of beauty.

Today, beauty is associated with values, authenticity, empathy, love, safety, and well-being.

Let’s examine the key factors that have contributed to the changing beauty codes in recent years.

I. The Impact of Web Influencers

Mass media, powerful transmitters of ideals, have always conditioned us to adhere to a stereotyped beauty standard. Often difficult to attain, this standard can have negative psychological consequences for those who strive to meet it.

In response to this tyranny of beauty standards, a movement of resistance and opposition has emerged through influencers. Their authenticity and personal connection with their followers now have a more significant impact than traditional celebrities.

We invite you to explore behind-the-scenes footage of the 2022 ARVEA Nature ad campaign "Mahlek!" The film tells the story of a woman in all her emotional states, offering more than just the typical beauty and wellness products. It reveals the beauty of dreams, accomplishment, friendship, and sharing.

1. Beauty and Well-being
Bold influencers have set the internet ablaze by showcasing a representation of beauty and body image that is closer to reality. They also provide an abundance of information on product ingredients and care techniques. This benefits consumers, who are now able to make more informed choices. Many individuals—both women and men—have freed themselves from the chains of aesthetic dictatorship.
The goal is not to eliminate modern beauty standards but to combine the useful with the pleasant. Emphasizing health and well-being alongside aesthetic beauty has become a challenge in itself. A new wave of beauty, almost natural, based on a better understanding of oneself, has emerged.

2. Gender Neutrality
Current trends challenge traditional beauty norms associated with gender. Makeup and skincare are increasingly becoming universal, with no clear distinction between genders.

3. Non-conventional Beauty
Unique aesthetic traits such as scars, freckles, and other individual features are becoming more accepted. There is a growing acceptance of beauty as it truly is.

4. Technology and Innovation
Technology now offers more personalized beauty solutions thanks to advanced skin analyses. Influencers share tailored advice and skincare routines based on individual data and advanced algorithms.

5. Authenticity and Individuality
Beauty in 2024 places greater value on each individual’s unique characteristics. Whether it’s skin color, hair type, or body shape, these are seen as forms of richness. Beauty campaigns now showcase a wider range of models, reflecting true diversity.

II. A More Fragile Health

The onset of the Covid-19 pandemic, which has lasted over 4 years, has weakened global health systems. The health crisis has caused vulnerability, both physical and psychological, across populations.
The concept of beauty has not been spared by this ongoing global crisis.

1. Being Beautiful Without Side Effects!
Indeed, our beauty is closely linked to our health and the proper functioning of our immune system, which in turn depends on our physiological condition.
As a result, people have started to pay more attention to their beauty but in a more responsible and authentic way. Driven by a survival instinct and a deep desire for protection, individuals are now turning to healthier and more natural products.

2. Relaxation and the Focus on Aging Signs
Beauty is increasingly seen as a reflection of overall well-being. This has led to a new trend of skincare routines that integrate both mental and physical well-being. There is particular attention to ingredients that help with skin maintenance and relaxation. Products that repair and prevent aging signs, as well as those that support the skin barrier, are in high demand.

III. Economic Impact
Although we are currently living through a critical economic period, beauty remains an ongoing topic of interest. 

1. Decreasing Purchasing Power
The decrease in purchasing power has affected the consumption of expensive cosmetic products. It has also slowed down the demand for drastic body and aesthetic transformations, which were previously in high demand. This is the first time that a health crisis has paralyzed the global economy and altered deeply ingrained habits.
However, people have not stopped caring for their appearance!
A new trend in cosmetics has emerged, focusing on what is necessary and essential. These products aim to maintain physical appearance and soften visible imperfections, without breaking the bank.

2. Ethical and Eco-responsible Production
The demand for environmentally friendly beauty products continues to grow. Consumers now prefer brands that use natural ingredients and recyclable packaging. There is increasing demand for transparency regarding ingredients and manufacturing practices. Brands that adopt sustainable and ethical production are becoming more appreciated.

We can see that beauty standards are evolving. They reflect the sociocultural, technological, and environmental changes shaping the context in which we live. Today, consumers are looking for products that not only enhance their appearance but also respect their personal values and overall health.

Through this article, we have tried to explain the interaction between the concept of beauty and various aspects of social life. We have shown the emergence of a new aesthetic mentality, which may remain ephemeral.

And you, what do you think?