Western vs Eastern European Beauty Standards
Once every few weeks, I see a video on social media or an article on Slavic beauty rituals or beauty secrets. And while most times it’s quite accurate and fun to see, the fascination with the topic puzzles me. Growing up in an Eastern European country, I never really thought about a particular difference in beauty culture.
Speaking from personal experience, when you move abroad, there are way too many culture shocks before you actually get to the topic of fashion and beauty. However, it’s an interesting contrast that sneaks up on you when you least expect it. From shopping for your usual skincare to doing hair and makeup a certain way, everything is different.
The beauty standards have always changed under the influence of culture, time and geolocation. And with the help of social media, we can now see exactly what’s going on in different countries and share our tips and secrets. And my question is - do we really know where they come from?
So let’s talk about beauty standards, trends, and why the grass is always greener on the other side.
Beauty is Rarely Ever Standard
Beauty standards are always harsh and rarely ever fair. Whether you grew up surrounded by strict rules or artistic freedom, you will be tested sooner or later. Cultural background really matters when it comes to deciding your look.
Till the age of 18, I was living in an Eastern European country, where your body, face, hair and attitude need to be groomed to become socially acceptable. In school, the coolest girls wore matte foundation, straightened their hair every single morning and wore high heels at 8 am. Of course, times change, and by the time I got to high school, we were rocking our natural curls and reaching for sneakers.
But looking back, I’m not sure that things changed that much. To this day, the trending “Slavic makeup” is the one I saw on those cool high schoolers 10 years ago. Matte skin, winged eyeliner or smoky eyes, lip gloss, and you’d fit right in there. The look of a porcelain doll has and always will be IT. If I really had to fit our beauty standards in one word, that would be “conservative”. If you don’t look perfect, then what’s the point of even going outside? And I’m not even touching on body image and health yet.
Ever since I can remember, every girl I know has been trying to lose weight or at least saying that she should. We didn’t even need to watch the VS fashion show to feel insecure or to start some kind of “weight loss” journey. Everything already existed in our families. Every visit from relatives or a family event always started the same way. They see you, they greet you (sometimes), and then they start telling you one of two things: “Oh my god, do you even eat? You’re too skinny. That’s not too attractive!” Or they tell you something like: “You gained weight, maybe you should take it easy during dinner tonight.”
The lack of boundaries or tact has baffled me many times, and yet I can’t shake the feeling that it’s passed down with the DNA. The beauty standards that are impossible and toxic almost feel like a rite of passage to a degree. If you haven’t been bullied or given unsolicited advice, you truly haven’t felt the “love” of Slavic grandmothers. So if you still wonder where those high beauty standards form, I can confidently tell you that they’re homegrown.
We Saw This on TV
And while my friends and I were battling our demons at the ripe age of 16, all we were watching was American and British TV shows and movies. We talked about celebrity dramas, aspired to be like Blair from Gossip Girl, and imagined what we would do had we been Carrie Bradshaw. The eastern side of beauty seemed so glamorous, mysterious, and liberal. I thought it wouldn’t matter how I look or how much I weigh; it’s all about freedom.
Perspectives do change when you sneak an inside look. Beauty standards don’t disappear; they simply change the tone. It’s true that in a big city like London, strangers don’t really care about looks. No one would come up to you on the street, they’d hardly even look at you. Hence, creativity is much more welcomed when it comes to makeup and outfits. Strangers might compliment you and encourage the individuality you show.
However, we still see the spike in creators and influencers who promote a “healthy lifestyle” and “taking care of ourselves” by selling new skincare products and food supplements. We are constantly pushed to be the best version of ourselves and be almost omnipresent.
It’s not enough anymore to look a certain way. We’re shown this image of being successful, beautiful and healthy, when just trying to achieve this takes up 90% of our lives. I think one of the new global beauty trend to be the “well-est” person possible. Sometimes social media reminds me of the famous scene in American Psycho.
Taking care of oneself has somehow become less of an individual matter and more like a race. And it can feel like you’re late if, for example, you don’t go to the gym, pilates or go hiking. If you don’t have the newest skincare, or don’t have a routine at all. And it’s important to remember that doing nothing and not trying to become better is also okay.
We’re Going To Be Okay
Even if trends and standards are going to change, we’re still going to see ourselves imagine the other person having it easier and better. But the reality is that we can’t live up to all the standards the other person had. We all want to achieve a certain look, body type or routine.
It’s fun to exchange tips and explore another culture’s beauty trends. There’s nothing wrong with trying on a “Slavic doll” makeup look. Just remember that some sides of trends can be damaging to your mental health, especially when it comes to body transformations. And some trends come from a place of insecurity and social pressure.
Wherever you’re from, I can assure you that the woman on your screen went through some pretty tough things to achieve a seemingly desirable look. Being perfect sometimes takes a rough childhood or many sacrifices of time and fun. And sometimes beauty tips come from desperation or greed.
Before you set someone as your “beauty goal”, try to remember to always come back to your cultural authenticity. Sometimes you’re going to be grateful, and sometimes it might be amazing to adapt to new, truly helpful habits.