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Beauty—and by extension, femininity—has never been a fixed ideal. It is cyclical—swinging from one extreme to another with the passing of time. But with many being more critical than they have ever been, current standards are now being questioned, and even challenged. Beauty, as we know it, is now caught between competing ideals. In this moment, brands like Luxe Skin are also entering the conversation—reflecting on how beauty and femininity can be redefined and reimagined. Or rather, how we can break free from the terms we, as a society, have set in the first place. So how do we do just that?
The Great Divide
On one side of the current beauty landscape is the clean girl aesthetic. Drawing from traditional ideals like soft, radiant skin, polished look, and quiet luxury, it presents femininity as aspirational. It pushes forward the idea that perfection—without being loud—is the pinnacle of beauty.
But some are rejecting this hypercurated image of perfection, aspiring for what some may refer to as ugly pretty. Reminiscent of the heroin chic trend of the 90s, it deliberately embraces imperfection—thriving on chaos, personal expression, and the unconventional. Think hyperpigmentation, textured skin, bleached brows, unkempt hair, and asymmetrical features. Some embrace this aesthetic as a direct protest against conventional beauty standards. But some adopt it for protection—a way to desexualize themselves and reject patriarchy.
While the divide highlights completely different ideologies, one can say both extremes are reactions to the same pressure: a culture that has made beauty standardized. In trying to either perfect or break the image, both aesthetics reveal how beauty—and femininity—continues to be tied to labels and expectations.
The True Face of Beauty
As stated, this isn’t the first—and probably won’t be the last—time the pendulum has swung from one extreme to another. So what, now, is the modern woman supposed to look like?
Luxe Skin comes in with a simple answer. The brand, first launched in July 2021 under Luxe Beauty and Wellness Group, has always advocated for inclusivity and diversity through its wide selection of skincare products—all carefully formulated for various skin types. It remains true to this philosophy for its latest and most ambitious campaign to date.
Bringing together 100 women—friends and loyal consumers of the brand—the campaign paints a picture of what beauty and femininity could look like. Who fits the bill? It’s all women across all age groups, skin types, tones, features, backgrounds, and expressions. From mothers to beauty influencers, all women featured embodied what it’s like to be comfortable in your skin.
Luxe Skin’s message echoes loud and clear: the face of beauty and femininity is no longer defined by simple conventions. It no longer conforms to a defined aesthetic, nor is it confined to a single ideal. It even extends beyond one’s appearance. Rather, it’s expressed in the softness of skin, unapologetic confidence, quiet strength, and the unique stories that have shaped these diverse women.
And you may not realize it, but it’s one you see everyday, looking right back at you in the mirror. Yes, the face of femininity is yours alone to define. So own it. Claim it.
Embrace your femininity and beauty with Luxe Skin. Visit https://luxebeautywellness.com/shop/product-category/luxe-skin/ for more information.
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