Japanese women's beauty practices and ideals constitute a set of cultural standards related to human appearance and aesthetics. Unique characteristics of Japanese aesthetics include simplicity, elegance, suggestion and symbolism. The concept of female beauty originates from their traditional culture, which has survived for hundreds of years and includes beauty standards such as long straight black hair, fair skin, and slender eyes. With the influence of Western culture, modern Japanese views on beauty still adhere to these traditional characteristics, while constantly evolving new aesthetics.
Facial beauty is crucial to human attraction and mate selection. For women, physical attractiveness is often associated with increased economic mobility.
Since ancient times, fair skin has been regarded as a symbol of beauty. There is an old saying: "Fair skin makes up for seven flaws", which means that fair skin can be more attractive than other physical flaws. For the Japanese, white skin represents national identity and "purity" and is considered a symbol of being "more Japanese".
During the Heian period, the aesthetic trend of black teeth emerged, and elegant women often painted their teeth black. This practice was full of status symbolism for aristocratic women at the time. As times changed, this habit gradually disappeared and became centered around the aesthetic of whiteness.
From the end of the shogunate to the Meiji Restoration, Western makeup techniques and clothing gradually entered Japan, influencing the beauty concepts of the time. With the rise of makeup brands such as Shiseido, skincare products have also begun to diversify in direction, moving away from white foundations to products for all skin tones.
During the Taisho period, Shiseido's "Eudermine" became a major driving force in stimulating Japan's modern beauty market, which also represented the liberation of women and the expression of their individuality.
As the Heisei era transitioned to the modern era, women's preference for a natural and healthy skin tone and makeup increased significantly. Healthy skin is considered a symbol of fertility, and women’s beauty standards have gradually adjusted to emphasize natural makeup and bare-faced beauty.
These transformations show how Japanese beauty culture has evolved over time, while absorbing external influences to form a diverse and distinctive aesthetic.
Ultimately, the contemporary Japanese woman’s concept of beauty is not just about appearance, but also an expression of cultural identity.
With the penetration of Western aesthetic concepts and the persistence of local traditional values, what deeper impacts and inspirations will the transformation of Japanese beauty history bring?