Image by Lubov Lisitsa from Pixabay
Research Question:
How do societal expectations about women’s beauty influence the choices they make; and how do these choices influence the environment? (i.e., how environmentally thoughtful/harmful are beauty products/make-up)?
My Idea:
In my praxis project, I hope to understand the connection between female beauty standards, and the effects of cosmetics on the environment. Specifically, my idea is to review how mass marketing and social perspectives influence girls’/women’s body image and their resulting drive to obtain cosmetics. I want to reflect on what these standards are, and how society encourages women to align with them. In doing so, I want to understand what cosmetic choices women are making. (What items do they buy, from what companies, and how do these decisions influence the environment?) I hope to understand how healthy or harmful these choices are, and why they are made (i.e., are products sustainably made; do women feel pressured into buying, or is there enjoyment?) What hierarchal structures/inequalities (interpersonal/ human-nature) are reinforced by cosmetic companies?
My Plan:
I will review different advertisements and marketing on women’s makeup and beauty products. These advertisements will come from television, stores, and the internet. I will choose advertisements from three of the biggest cosmetic companies (Estée Lauder, L’Oréal, MAC), and review each company. In studying the companies, I plan to observe their ingredients/packaging, and policies regarding environmental ethics. I will also review articles from environmental organizations to understand what chemicals/methods are used in makeup creation which have a negative impact on women, animals, and the environment (chemical emissions, packaging, product testing, etc.) and compare those to the ingredients in the three makeup brands. In preliminary research, one article mentioned, “common issues with traditional makeup include waste, product contamination, and harmful ingredients” (Fletcher). I plan to dive further into these development decisions and their effects. I will analyze social structures which encourage cosmetic practices, and how these choices perpetuate harm (environmental/human/animal, etc.) Upon obtaining my research, I will draft an opinion piece about my discoveries; this work will detail the current beauty standards, cosmetic company choices (what influences them, and how they impact the environment), and offer more sustainable options as well as challenging common beauty standards with feminist logic.
Image by Adina Voicu from Pixabay
My Goals (What I Hope to Achieve):
In completing this project, I hope to develop a list of cosmetic brands which I will grade based on their environmental impact and their advertising impact on audiences. In developing this graded list, I hope to outline the (social/environmental) choices different brands make. It is also my goal to present how (specifically) these choices will impact the Earth/women. I will include this list in a complete analysis paper. Overall, I hope my research and developed paper can effectively argue for more environmentally sustainable practices in makeup development, and challenge harmful beauty standards and hierarchal (gender, human/nature, race/ethnicity, age, etc.) beliefs. Gebara writes, “we need to understand that these different levels of one against the other will finally destroy all of us” (97). If women recognize beauty does not need to be defined by patriarchal society, see how their financial choices impact the continued practices of makeup companies, and understand how their choices affect nature (and reflect dated ideals/systemic beliefs), perhaps my work can lessen the environmental harm of cosmetic creation/use, while also encouraging an inclusive (non-commercial) perspective on beauty.
Why My Plan Will Be Effective:
With this project, my work relates back to our units on vegetarian ecofeminism and the woman-nature connection in animal testing, or the “acquisition of raw materials” from the Earth which parallels the patriarchal view of women as consumable (Fletcher). Adams, in her Antennae interview, states, “Consumption is the fulfilment of oppression, the annihilation of will, of separate identity” (14). Cosmetics companies, like the meat market, profit off the objectification (and stripped identity) of nature/animals and women, together. By ignoring/reinforcing harmful practices (animal testing, single-use plastic products), companies cause further environmental harm. At the same time, their reliance on patriarchal/dated beauty standards as a marketing tactic (for profit) may further belief in these ideas, not only from men/observers, but from women, themselves, who might equate their image to their worth. Curtin argued, “An ecofeminist perspective emphasizes that one’s body is oneself, and that by inflicting violence needlessly, one’s bodily self becomes a context for violence.” While she was referring to vegetarianism and meat consumption, the message may be applied to cosmetics/beauty standards as well. By upholding patriarchal beauty standards in environmentally destructive ways, women become both the harmed party and (in the use of non-sustainable products) the assailants of nature. By sharing this message (with the inclusion of research,) I can encourage changes which 1) offer women agency in a patriarchal society; and 2) lead to cleaner choices to benefit the environment. To be clear, if global makeup companies were considerate of how their practices affect the environment and social standards, I would have no issue with a woman’s choice in enjoying beauty products, but this should not be out of insecurity or pressure, and nor should it do damage to Earth’s ecosystem.
Work Cited
Carol J. Adams, interview by Annie Potts. “The Politics of Carol J. Adams.” Antennae, Autumn 2010, pp. 12-24. University of Massachusetts-Dartmouth, myCourses, WGS 307-7101: Ecofeminism: Philosophy & Practice – On-Line (2025 Spring CE1). Accessed 7 April 2025.
Curtin, Deane. “Toward an Ecological Ethic of Care.” Hypathia, No. 6, Spring 1991, pp. 68-71, Acrobat Version, University of Massachusetts-Dartmouth, myCourses, WGS 307-7101: Ecofeminism: Philosophy & Practice – On-Line (2025 Spring CE1). Accessed 7 April 2025.
Fletcher, Charlie. “The Environmental and Health Impacts of the Cosmetic Industry.” Earth.org. 13 February 2023. earth.org/environmental-impacts-cosmetic-industry/. Accessed 8 April 2025.
Gebara, Ivone. “Ecofeminism: A Latin American Perspective.” Crosscurrents, Spring 2003, pp. 93-103; University of Massachusetts-Dartmouth, myCourses, WGS 307-7101: Ecofeminism: Philosophy & Practice – On-Line (2025 Spring CE1). Accessed 7 April 2025.
Gutierrez, Lukas. “Beauty at What Cost? The Environmental Impact of Cosmetic Ingredients and Materials.” Sustainable Earth. 30 March 2023. sustainable-earth.org/cosmetic-ingredients/. Accessed 8 April 2025.
Societal expectations about women’s beauty play a significant role in shaping the choices they make. From a young age women are exposed to idealized images of beauty, which can influence their self-perception and behavior. This is a great topic to dig deeper into because many cosmetic companies create harmful products but since women are so into social expectation they do not care about what’s unhealthy more so what makes them look more beautiful. Many women feel compelled to use cosmetics, follow specific fashion trends, or undergo cosmetic procedures to achieve an ideal look. This idea can take many forms like wearing makeup everyday or even worse plastic surgery. The beauty industry capitalizes on these societal pressures, creating products tailored to meet these expectations. I feel like women tend to tend to what is trending instead of what is healthy mentally and physically – women are always judged based on their looks and body rather than their personality and mindset. Resilience, intelligence, kindness, and creativity should be celebrated as equally significant traits. Encouragin women to focus on their talents and mental health can give them more self-acceptance and promote healthier lifestyles.
Hi Piper, I think this praxis focus is a huge contributor to plastic waste as well. From the box the product comes in, to the non reusable containers that are much larger than the actual makeup product itself. I have no issue with makeup or women enjoying the beauty industry as it has been around for centuries. I do have a problem with overconsumption and also with these companies targeting women to spend and buy and produce more waste which in turn harms the environment, not to mention like you said, the ingredients of some of these products and the way in which they might be manufactured could be harmful us and the planet as well. Good luck!
Your project idea is incredibly thoughtful and timely—it highlights the often-overlooked connection between beauty, culture, environmental harm, and the societal pressures women face. I think it’s powerful that you’re not only investigating what cosmetic choices women are making, but also why they’re making them—whether it’s enjoyment, pressure, or habit. Your plan to analyze both the advertising strategies and the environmental ethics of major companies like Estée Lauder, L’Oréal, and MAC shows a solid structure. I especially appreciate how you’re tying it back to ecofeminist theory. By challenging the normalized patterns of consumption and exposing how they reinforce systemic harm, your work could help shift how people view beauty and sustainability.
I’m looking forward to seeing your final analysis and brand list—it sounds like it could be a valuable resource for more mindful choices.
Hi Piper, I like how you’re connecting beauty standards with ecofeminist ideas, especially the link between consumer pressure and environmental degradation. Your use of quotes from Gebara, Adams, and Curtin deepens the impact, showing how these industries don’t just affect the environment, but also reinforce harmful gender hierarchies and exploitative systems.