True Beauty is Unique: How Brands United to Embrace Natural Beauty

Only 4% of women worldwide consider themselves beautiful, with concerns about appearance beginning at a young age. This stark reality was revealed by an international study conducted by Dove. However, the world is gradually shifting towards recognizing that natural beauty is the true standard of beauty.

The Cost of Beauty

A decade ago, beauty demanded significant sacrifices. Millions of women subjected themselves to various diets, plastic surgeries, and painful beauty routines. They plucked their eyebrows thin, removed every trace of body hair, dyed their natural hair colors, wore towering high heels, and endured uncomfortable manicures. Heavy makeup, including thick eyeliner, bright lipstick, and layers of blush, was a common sight, even in the heat. Women felt they could only be considered beautiful if they hid behind makeup and plastic surgery, yet many still felt they fell short of the “true beauty” ideal.

This pursuit of beauty did more than complicate women’s lives. Naomi Wolf, in her book “The Beauty Myth,” highlights that these beauty standards led to numerous disorders, including eating disorders, anorexia, bulimia, and a surge in surgical and plastic interventions. Wolf argues that these “ideals” place an unnatural burden on women, and blindly following them is not only harmful to health but also detrimental to self-esteem.

Social media amplified this trend. Photoshop and filters allowed anyone to present an idealized image, but this only reinforced the feeling that “everyone else is perfect, and I am not.” This trend has affected even young girls. By the age of 10 or 11, many girls start using filters for their social media photos. According to Dove’s research, 6 out of 10 girls are so concerned about their appearance that they avoid participating fully in daily life, from swimming and sports to visiting the doctor, attending school, and even expressing their opinions.

The Natural Beauty Trend

Many individuals and companies have become seriously concerned about this widespread desire to conform to beauty standards. Dove, for instance, has been advocating since 2003 that true beauty is natural beauty.

“Beauty cannot be defined by shape, size, or color. Beauty is the best version of yourself. Authentic. Unique. Natural,” says the company.

Natural beauty is gaining popularity. Women are now opting for comfortable clothing, natural makeup, and hair colors. Instead of visiting plastic surgeons, they focus on healthy eating and going to the gym to prioritize their well-being.

Runways have started featuring models with non-traditional appearances. A photoshoot of supermodel Lara Stone after she became a mother went viral. The photos showed her stretch marks, wrinkles, moles, and small folds on her stomach, reminding millions of women worldwide that they are not alone.

Dove has taken this a step further. Every image on their website features a real woman. Three years ago, Dove, in collaboration with the Girlgaze community and the American company Getty Images, launched the #ShowUs project. This initiative encouraged advertising agencies and media to work with women whose appearances do not fit traditional fashion standards.

Dove has also launched the #BeautyWithoutFilters campaign, aiming to boost self-esteem and promote a positive body image among girls and women.

“We want women and girls of all ages to see beauty as a source of confidence, not anxiety. When women and girls refrain from fully participating in daily life, society as a whole suffers greatly. Our mission is to help the next generation of women develop a positive relationship with their appearance by boosting their self-esteem and unlocking their inner potential,” says the company.

As part of this project, Dove’s team developed a Self-Esteem Guide to help the next generation grow up with a positive body image.

Belarusian Designers Embrace Natural Beauty

For several seasons, Belarusian designers have supported Dove’s stance that natural beauty is a source of confidence, not anxiety. Recently, inspired by this concept, Belarus Fashion Week and Dove created a joint project where Belarusian designers prepared unique prints for classic scarves.

The scarf is perfect for creative experiments, as Belarusian designers have repeatedly proven. Tatiana Efremova, a member of the Belarusian Fashion Council and a project participant, says:

“Collaborations help us discover new creative boundaries. This project again draws attention to the scarf as an important accessory. Dove’s concept, with its focus on femininity and naturalness, resonates with me. The combination of sky blue with lemon or cheerful orange suits every woman, regardless of age, hair color, or skin tone.”

The idea that true beauty lies in naturalness, diversity, and uniqueness is close to designers who remain true to their vision of beauty, regardless of subjective evaluations.

The scarves are made of Armani silk. Over 100 pieces will be gifted to Belarusian women through Belarus Fashion Week’s social media channels.

The scarf is a versatile accessory. Any style can be enhanced with a well-chosen scarf. It adorns a woman, adding the final touch to her look.