News Feautre ###tereotypes and the Diversity of Asian Makeup: A Cultural Reflection

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Over the years, various stereotypes surrounding Asian makeup have emerged, with one of the most prominent being the portrayal of “slanted eyes” and “exaggerated facial expressions.” These stereotypes have generated significant discussion on a global scale, particularly in news articles and social media platforms.

A recent article published by the Daily Mail on December 28,2021, spotlighted the backlash faced by luxury automobile brand Mercedes-Benz for their advertisement featuring an Asian model with exaggerated slanted eye makeup. Titled,”Mercedes-Benz Faces Backlash in China Over ‘Slanted Eyed’ Model in Advertisement,” the piece detailed how the campaign drew sharp criticism on Chinese social media. The ire of netizens stemmed from viewpoints asserting that the model’s makeup perpetuated harmful Western stereotypes of Asian individuals.

The stereotypes surrounding Asian makeup often simplify and negatively depict Asian facial features, particularly emphasizing “slanted eyes.” Such representations are seen as derogatory and have strong roots in the fashion industry, where Asian models and their makeup styles are frequently selected to echo these narrow tropes. A significant aspect of this issue is the dramatic portrayal of facial features. For instance, promotional images by Dior have been criticized for exaggerating Asian traits, depicting typical elements such as intense stares, heavy eye makeup, and lacklustre complexions. These representations not only fail to accurately reflect the diverse realities of Asian beauty but have also incited feelings of discomfort and perceived uglification among audiences, particularly in China.

Photo：Baidu

Chen Man, the Chinese photographer responsible for the controversial Dior image, faced accusations of “blindly catering to Western stereotypes.” Many netizens deemed the brand’s practices as the real issue, suggesting that the release of such images indicates Dior’s tacit approval of these harmful stereotypes.　In the wake of public discontent, Chen Man apologized, while Dior issued a statement reaffirming its commitment to respect the sentiments of the Chinese populace. While this incident may have settled for now, industry observers note that it will likely not be the last controversy to arise regarding Asian makeup. The pressing question remains: if reactions to these stereotypes are so profound, what do authentic Asian beauty styles and characteristics truly look like?

To gain insights into these contemporary perceptions, we spoke with several students from Asia studying in the UK.

Patricia, a 22-year-old from Indonesia attending university in Newcastle, stated, “My favorite makeup style is a clean base with a luminous finish. I prefer a natural and minimalist look.”

Jingyi Xu, a 21-year-old from China“I believe makeup styles aren’t fixed. In Asia, the ideal often emphasizes fair skin, big eyes, a high nose, and natural blush. Personally, I have a preference for a more natural makeup style. The look I did today was inspired by Japanese makeup, aiming to create a breathable quality for my skin. The stereotypes I see online suggest a lack of understanding about Asian culture. Every country has its unique makeup characteristics; it’s hard to see why perceptions are restricted to just ‘slanted eyes and exaggerated facial expressions.’”

Puyao Yu, a 20-year-old from China, commented: “I think there are many styles of Asian makeup. While I appreciate a blend of Chinese and Japanese techniques, This is a style of makeup that emphasizes the eyes through mascara and eyeshadow to accentuate the eyes and soften the lower half of the face, especially the lips with nude lip gloss. Regarding the Asian beauty ‘classic’ style that is being talked about on the Internet, I admit that it is also an Asian look, but it certainly does not represent all Asian makeup! Some people may have formed a certain stereotype of Asian makeup through movies, TV or social media. But I think it’s better to think of makeup as a function rather than a fixed pattern or trend. Everyone can develop a particular style that suits them, be it Asian or Western.

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Despite the rich diversity of Asian beauty, underlying stereotypes persist. Some critiques include the view that Asian makeup is either excessively exaggerated or overly conservative, lacking innovation and variety. These stereotypes hinder broader recognition and understanding of Asian beauty culture, obstructing its evolution and proliferation.

To breaking these stereotypes necessitates a deeper appreciation of makeup’s diversity within Asian contexts. Makeup serves as an avenue for self-expression and individuality. Everyone should have the right to select their preferred styles—free from the confines of stereotype. Respect for diverse aesthetic choices is paramount for reducing incidents tied to harmful perceptions.

As discussions about Asian makeup continue to evolve, there is a pressing need to create spaces for genuine dialogue about beauty standards, enabling a richer understanding of what Asian beauty truly represents.

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