“Escaping from the Beauty Servitude” as a New Trend in China

💋 The Chinese internet has long been a breeding ground for ever-evolving beauty standards, from the “A4 waist” (A4腰) to “comic legs” (漫画腿) and “right-angle shoulders” (直角肩). However, a new term has emerged, indicating a potential shift away from rigid and uniform beauty norms that have dominated this realm.

🔥 This term, known as “beauty servitude (服美役)”, gained exposure during the past summer and continues to fuel discussions today. It refers to the excessive investment of time, energy, and money in conforming to public aesthetic expectations, resembling a form of involuntary bondage rather than a voluntary pursuit.

💪🏻 As the concept gains traction, Chinese women are beginning to reassess the value of medical beauty practices and the significance of makeup. In a powerful act of defiance, they have coined a new phrase, “escape from the beauty servitude (脱美役)”, symbolizing their resistance to mainstream aesthetics.

🙋🏻‍♀️ Platforms like RED have witnessed a surge in women openly sharing their journeys of abandoning makeup and even embracing drastic measures like shaving their heads. Additionally, many Chinese female fashion influencers too, are leading the charge in championing short hair, minimalistic fashion, and a makeup-free look.

✨ Key Takeaways:
1️⃣ Chinese women’s pursuit of aesthetic diversity has reached its climax with the emergence of the online buzzword “escape from the beauty servitude”.
2️⃣ Brands targeting the Chinese market should celebrate natural beauty and inner richness in their campaigns, and avoid showing unrealistic female beauty. It’s time for authentic representation!

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