Makeup mogul Huda Kattan is calling out the beauty industry for its unreal beauty standards. Kattan has been transparent about her fillers and all other kinds of alterations she has made to look a certain way. Now she wants to be transparent about her extreme photoshopped pictures, and everyone else’s in the industry. This is because over-edited images on social media set unreal standards for women of different shapes and sizes.
Kattan called out marketers running campaigns that are too far away from reality. She reminded her followers that pore-less skin, unnaturally narrow noses, extreme contour, blurring out blemishes are all fake, and these versions are targeted at vulnerable women. She’s worried that we are heading out to an ugly place in the future if things remain the same.
She said in an Instagram post with her Fake and Real photo of theGloWish campaign shoot: “We’ve had ENOUGH of the over-editing, photoshop and not showing enough realness!!! So we thought we’d look in the mirror and start with ourselves. Here is a not so “perfect” photo from our GloWish campaign shoot and I thought it would be really interesting to show you guys what it would have looked like had we chosen to photoshop and try to sell unrealistic beauty expectations.”
She also wrote a heartfelt lengthy caption that said on another post that said: “The EXTREME Photoshop and over-editing have created unrealistic standards of beauty, and it has gone way too far! We need to know what’s real in the ads we see on the internet; otherwise, we don’t know what we are really being sold! We are not asking brands to stop photoshopping (although less would be great!)! All we want is for brands to disclose what they are doing to their images! When we launched Wishful Skincare, we decided we wanted to make the brand free of makeup, photoshop, models (we use our team), and also filters – after all, it’s skincare, so it doesn’t make sense to use makeup and editing for campaigns! When we looked around for other brands to see who else was doing this, we found BARELY any, and I was SHOCKED (and kind of mad), to say the least!!”
It is clear that the problem is quite big now and it needs to resolve. Beauty, after all, should be a tool of empowerment: “Clearly, there is a problem – but where does it stem?! When brands, influencers, or celebrities post heavily edited images, it sets unrealistic beauty standards for everyone. Beauty is a tool of EMPOWERMENT, not to be used solely to make money, and therefore ignore its positive power! It is life-changing when it’s used as a form of expression and empowerment instead of making beauty a tool of exclusion and unworthiness!”
There is no denying that big brands capitalize on their customer’s vulnerabilities. They have been trapped in making everything perfect; she said: “The beauty industry has been used (and honestly abused) to capitalize off of everyone’s insecurities for WAAAY too long, and those overly photoshopped images are a way of keeping that dangerous narrative going! We’ve been trapped in creating this standard of ‘perfection,’ and I realize now more than ever before just how harmful it can be. I want everyone to join us on this journey to demand transparency from your fave brands. #OwnUpToEditing”
Watch Huda speak about toxic beauty standards in details below:
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We often find ourselves stuck between problematic conversations among family or friends that very casually comment on people and their appearances when matching two people. The discussion is usually based on their height, weight, skin colour, and the list goes on and on.
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