Evolution of beauty: The burden of women
Over time, beauty standards for women have changed from what it once was. The emergence of social media and reality shows have created new beauty standards for women to fit into. Daily Trust on Sunday writes.
Beauty standards have long been a part of women’s history, and women have always been pressured to look a specific way. Looking back 15 years, beauty standards were at the barest minimum for women. All it required for an African woman, especially, to look and feel good were nice braids, kohl to line the eyes, a little pop of colour on the lips, a nice outfit and good perfume.
However, societal expectation of women today is to have slim waists, long hair, and glowing skin. Girls are expected to embody this ‘ideal image’, despite the fact that nobody is flawless. Furthermore, they must exercise regularly, wear cosmetics, maintain a slim body with the proper kinds of curves, and remain young.
Many young women nowadays believe they must conform to the ‘beauty standard’. This is largely because they have an image of other women from social media. Even though 99 per cent of the time people on social media don’t even look like what they portray, young women are left to feel terrible when they don’t fit the portrayed image.
Speaking to Daily Trust on Sunday, Kelechi Orji, an entrepreneur, said her beauty expenses for a month could total up to N100,000 or more depending on what she intends to do that month.
“What I may consider essential might not be essential to some people. In a month, I have to do my facials which cost between N30,000 and N35,000, depending on the treatment I’m going for. If I’m to braid my hair that month, it will cost me N15,000. If I’m on wig extensions, that’s a N6000 expense bi-weekly.
“To fill my lashes costs about N15,000 and if I have to do a refill that’s an extra N7500. If I am getting my nails done that’s another N15, 000. I will have my body wax done, which is N10, 000. I still have to buy other essentials such as body cream, soap, perfume, makeup, etc.
According to Kelechi, although the expenses are high, these are some standards she has to adhere to in order to feel good about herself and also to fit the image of what a pretty woman should look like.
“In secondary school, everyone fancied the idea of looking like a Kardashian and that meant doing certain things to look a certain way. Some of these things may come off to people as extra and not needed but I kid you not when I say that if I ever went out and didn’t have my nails, lashes and hair done, I’d feel tacky or out of place.
“For example, beauticians recommend using sunscreen at least 3 times daily. The cheapest sunscreen you can get is about N6500 and that’s not even the best product. It’s expense quite alright, but it’s better than walking around with sunburns on your face.
“As women, we want to be desired and preferred and that’s why we have to keep up with beauty standards. No doubt natural beauty is still a killer, but why be regular when you can be more?”
On how she keeps up with her beauty expenses, Kelechi explained that being a business woman and having access to daily flow of income, she’s able to budget and manage her beauty expenses.
“Luckily I’m a business woman and my income is daily, so this helps me plan and budget for my needs towards the end of the month,” she said.
Interestingly, income and finance appear not to be a barrier for women who want to keep up with beauty standards as they are different grades of beauty products available in the market.
Ngozi Anu, who is a sales agent in a boutique, mentioned to Daily Trust on Sunday that she saves up 20,000 from her salary in order to cater to her beauty expenses.
“Being a woman isn’t cheap. N20,000 is roughly how much I spend on my beauty expenses once in a while and my salary is N20,000. I’m only able to keep up with those expenses because I’m good at saving money,” she said.
She further said that; “I only buy certain things like cream, soap etc once in two months so I don’t have to spend all the time. Things such as my hair and nails must be done monthly and that’s a N6000 expense monthly.”
Even in the north, where most of the women do not believe in the western beauty standards. Daily Trust on Sunday reports that some northern women still spend a lot just to make sure they fit into the beauty standards.
Hanifa Sherriff, an accountant, said she spends at least N50,000 catering to her beauty expenses monthly. For Hanifa, her beauty expenses entail her monthly facial treatment, braiding her hair, getting her skin waxed and also buying makeup items.
“I pay at least N25,000 for my facials depending on the treatment, another N10,000 for my waxing, my braids would cost about N5000-N6000 depending on the style etc. Some other things are done bi-monthly like buying my creams, makeup product etc. I still have to pay a monthly gym subscription of N25,000 because I need to maintain my body weight and figure,” she said.
For Hanifa, catering to her beauty expenses isn’t too much of an expense for her as she said that she’s entitled to a good salary monthly and is able to budget for the things she wants to do.
Oddly, there is a misconception that only women between the ages of 20 and 40 are victims of emerging beauty standards. However, Daily Trust on Sunday reports that even women in their 50s still give into trending beauty standards.
A 52-year-old lady, Idi Offiong, mentions that she spends a lump sum of money just to make sure that she keeps looking young.
She explained that; “Feeling beautiful is a thing of pride. As a woman, there’s this inner joy you get from having a glowing skin and looking beautiful, especially when you start to become old. I spend at least N50,000 getting supplements for my skin, hair and nails just because I want to feel young. Let’s not speak of how much I buy creams for.
“We have girls out there modifying their bodies to be perfect and as an older woman it can sometimes get to you, so you have to find a way to at least keep up. At least, when I tell people that I’m up to fifty, they tell me that I’m looking 30 and that gladdens my heart,” she said.
As beauty standards change over time, it also creates opportunities for those in the beauty industry to smile to the bank.
Precious Agba who runs a cosmetic store mentioned that he’s able to rake in at least at a million naira monthly from the sale of beauty products. He said; “In a day, I make up to N200,000 sales. Women troop in daily to buy all sorts of creams and beauty products and those who have the money are willing to pay any amount of money just to make sure they look good.”
Daily Trust on Sunday also spoke to some men to see what they think about beauty standards and how it affects them.
Femi Ojo doesn’t see any harm with women adapting to beauty standards as far as they can afford it and not doing extra to get it. He also stated that he wouldn’t mind catering to the beauty expenses of his partner as long as they are essentials.
“I would not pay for my wife or girlfriend to get plastic surgery or fillers because I don’t see the need for those. I can pay for her to get her hair and nails done because if she’s looking good, I will also feel good,” he said.
Another young man, David Oche, said beauty varies in the eyes of different men. He said “I understand the need for a woman to look good but if we are honest, some of the expenses are absurd. Why pay over a hundred thousand monthly for a facial treatment which will still warrant you to buy products at extra cost?
“What’s also worse is when they can’t afford it, they put pressure on their partners to get it for them and when they don’t, it brings issues. I always advice men to go for women they know they can afford so they don’t feel pressured to cater to these so-called beauty standards,” David said.
While many women will die on the hill of beauty standards, some women are content with their natural beauty and do not give in to beauty standards.
Sarah Young said she doesn’t believe in beauty standards because they always change with time and it can be tiring trying to keep up.
She said; “Today, society will tell you that being light skin and slim is what is in vogue. You rush to spend money and buy creams that will lighten your complexion, put in effort to be slim and the next thing you know, society will tell you dark skin melanin and slim thick is the way to go.
“I think people should learn to love themselves and be content with who they are because those admirers you’re searching for will still come. These standards will come and go while being yourself and sticking to what works for you will make you stand out and be unique in your own way,” she noted.