Malaysian make-up artist Jia works on one of her clients. Unlike most, Jia doesn’t use heavy contours or highlights, fill eyebrows with powder, pencil and concealer, or make her nose appear higher.

Why Western beauty ideals and ‘Instagram face’ rule in Southeast Asia, and women hide their ‘Asian noses’

  • While West has embraced diverse beauty – Rihanna, take a bow – women in Southeast Asia still crave Kim Kardashian West’s doll-like features and highlights
  • This ‘homogenisation of beauty’, pushed by multinationals, amounts to ‘a new kind of colonialism’, academics say. Some local companies have pushed back, though
Topic |   Beauty

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Malaysian make-up artist Jia works on one of her clients. Unlike most, Jia doesn’t use heavy contours or highlights, fill eyebrows with powder, pencil and concealer, or make her nose appear higher.
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