The latest celebrity to cause a stir on the internet is Kylie Jenner, who recently took to Instagram to showcase a minimalist makeup look. This look was created by Ariel Tejada, the Kardashians’ regular makeup artist. The youngest of the Kardashian-Jenner clan and founder of Kylie Cosmetics, Jenner appeared with dewy skin, perfectly shaped eyebrows, and a light burgundy lip color. She claimed that Kylie Jenner No Makeup because she has “natural beauty.” This statement sparked indignation among social media users, who noted the irony of the celebrity, who popularized lip injections as a teenager, now wielding the term “natural.”

The Beauty Myth and Prescribed Behaviors

In her 1990s book The Beauty Myth, Naomi Wolf wrote that “the ‘beauty myth’ is always actually prescribing behavior and not appearance.” Wolf suggested that the ultimate goal of beauty justified the means to achieve it, from strict diets to compulsive cosmetic purchases and plastic surgery. These behaviors became ingrained in many women’s routines, absorbing their time and energy while compelling them to consume products promising youth, thinness, or attractiveness.

Wolf argued that as women gained legal and financial independence, they faced increased pressure to adhere to unrealistic beauty standards generated by the media. The Beauty Myth was published long before the effects of overexposure to new beauty standards, such as those created by the Kardashian family, or the insecurities generated by Instagram filters, could be observed.

The Evolution of Beauty Standards

In the post-Me Too era, as women’s everyday issues became part of public conversation, the pressure around physical appearance has come to the fore. Concepts like self-care and body positivity have become part of popular vocabulary. Women’s relationship with their physical appearance and the tools they use to alter it have permeated media discourse.

Some women have reclaimed makeup as a form of self-expression, countering the prejudice that women who wear too much makeup are insecure or seeking male attention. Conversely, the natural makeup, or no-makeup makeup trend, emerged. This look opts for discreet cosmetics that do not cover the face with heavy foundations, unlike the contouring popularized by Kylie’s older sister, Kim Kardashian. Yet, as journalist Chloe Arnold noted in her Vox article “The Paradox of No-Makeup Makeup,” this trend subverts nothing; both the ritual and the consumption of beauty products persist. She also pointed out that the women who can afford this natural look still conform to typical beauty standards.

The Irony of Natural Beauty

“Natural beauty is definitely not something that should be in this family’s vocabulary,” wrote a commenter on Kylie’s post. “Y’all all paid for your faces/bodies to change, nothing natural about it.” In a 2015 Keeping Up With The Kardashians episode, at just 18 years old, Kylie Jenner admitted to having received lip fillers. The rest of her physical changes, whether from cosmetic surgery or not, remain a secret. However, media and fans speculate about Jenner’s apparent rhinoplasty, possible breast augmentation, buttock augmentation, and liposuction. Kylie Jenner No Makeup attributes her body changes post-pregnancy to her two children and her subsequent weight loss and sculpted figure to an addiction to “walking and Pilates.” Within the excessive artifice of the Kardashian circus, Kylie seeks to highlight her own naturalness at all times.

The Reality Behind the Image

Whether or not her aesthetic enhancements are true, the reality is that Kylie Jenner, as part of one of the most profitable families in the United States and owner of a million-dollar cosmetics business, has an easier time than most women achieving a flawless look. As Naomi Wolf pointed out, what Kylie Jenner is prescribing is an entire behavior: the inexhaustible, albeit ephemeral, work around the myth of beauty, even though it’s now labeled as natural. Perhaps the greatest irony of Kylie Jenner’s performance is that, to show how little makeup she needs, she requires her trusted makeup artist.

Conclusion

In the ever-evolving landscape of beauty standards, Kylie Jenner’s no-makeup appearance offers a glimpse into the complexities of authenticity and self-presentation in the digital age. While Jenner may tout her natural beauty, her journey is intertwined with a legacy of cosmetic enhancements and a multi-million dollar empire built upon the very products and procedures she now seems to eschew. As society grapples with the dichotomy between embracing one’s natural features and succumbing to societal pressures, it’s essential to acknowledge the privilege inherent in Jenner’s narrative. For many, achieving the same level of flawlessness requires resources far beyond reach.