March 29, 2024

Celebrities are challenging standard notions of beauty by embracing the No-Makeup Look. But how do this women-without-makeup trend impact women generally?

For decades, if not centuries, women have worn makeup to achieve a cultural standard of beauty. Cosmetics are used strategically to enhance certain features and hide others.

RELATED: 11 Guys Reveal What Really Attracts Them To A Woman — Besides Looks

From an evolutionary perspective, the qualities we consider beautiful are related to signals of reproductive fitness, such as sexuality, health, and youthfulness. Makeup that gives women red lips, flawless skin, captivating eyes, and a bit of blush all increase attractiveness, at least from a biological and cultural standpoint.

Research shows that makeup can significantly alter the impression we have of women. Nash and colleagues conducted a study in which both men and women rated either a picture of women without makeup or the same woman with makeup.

Women presented wearing cosmetics were perceived as healthier and more confident than when presented without makeup. Participants in the study also credited women wearing makeup with greater earning potential and with more prestigious jobs than the same women without cosmetics. Moderate makeup use is also linked to assumptions of health, heterosexuality, and credibility in the workplace.

Clearly, there are strong incentives for women to wear makeup in the workplace. Socially, makeup not only increases perceived attractiveness but can also increase women’s confidence. If women believe that wearing makeup increases their attractiveness, then it’s easy to see why they may feel better wearing it.