What's behind the Kardashian beauty rebrand?
If you've been keeping up with the Kardashians, you might have caught a glimpse of their latest Hulu reality show teaser, where the famous family delves into the topic of beauty standards. In an impactful moment, Kylie Jenner says "It's time for all of us to have a larger conversation about the beauty standards we're setting." She goes on to reveal that she wants her daughter to avoid the same choices she made, confessing, "I wish I had never altered anything, to begin with."
As a former celebrity journalist, I’ll admit I’m hooked by the latest series, finding it both intriguing and thought-provoking. While Khloe Kardashian's honest revelation about her battle with skin cancer and Kourtney's emphasis on self-care is candid, the season hasn’t fully delved into the complexities of beauty standards… yet.
The thing is, I’m pretty well versed in the influence that celebrities and reality stars have upon the beauty world and their many fans. It’s obvious that many aesthetic looks have emerged over the years as a result of the Kar-Jenner family's influence. So this shift towards realistic beauty standards presents an unexpected plot twist. It’s something that has also gained traction among other celebrities, who now look like they're gunning for authenticity, even though the Kar-Jenners played a significant role in establishing the unattainable beauty standards themselves. There are plenty of double standards to unpack, so let’s dive in.
Are the Kardashians really having a change of heart?
Last year, Khloe Kardashian wrote a statement following the fallout of an unedited picture that leaked onto the internet. “We cannot continue to live life trying to fit into the perfect mold of what others have set for us,” she told people at the time — while many pointed out that her family is actually part of the problem causing unrealistic beauty standards in the first place.
However, if social media is anything to go by, it seems like 2023 has marked a turning point for the Kar-Jenner cohort. Did they listen to what followers had to say last year? I doubt it, but it seems that a newfound recognition of their influential power has emerged. Alongside Kylie's poignant remark on beauty standards, Khloe fearlessly bared her soul on camera, unveiling her prominent scar following a skin cancer scare. Could this display of vulnerability inspire others to prioritize their skin health? Possibly. What’s more, the season has been full of discussions about wellness and self-care, signaling a shift in their focus. Again, respect.
It's important to consider that this season of The Kardashians aligns with substantial life changes for the family. Kim's highly publicized divorce, Kourtney's recent marriage (with a baby on the way), and Khloe and Kylie embarking on motherhood for the second time have likely sparked moments of introspection and contemplation. It comes as no surprise, then, that the topics of well-being, health, and transformative beauty experiences are hot topics during the show.
The impact and implications of the rebrand on the beauty industry
The Kardashian family has obviously built their empire on unrealistic beauty standards, profiting from cosmetic surgery company endorsements, and showcasing heavily edited images on social media. Oh, and don’t forget that most of the time they weren’t open about their beauty augmentation and sometimes claimed that they’re all natural (which probably triggers me the most). Their heavily filtered and edited images have led to an entire generation of young people believing that they need to look a certain way in order to be beautiful.
So, the timing feels suspiciously convenient — especially as the beauty world continues to shift toward normalizing real beauty (hey TIB!). It's really hard to ignore the fact that their change of heart comes at a time when the beauty industry is facing increased scrutiny and criticism for promoting unattainable ideals.
But let's give credit where it's due. The Kardashians have an immense influence over their millions of followers, particularly young women who look up to them as role models. By publicly acknowledging the harmful impact of unrealistic beauty standards and expressing regret for their own past choices, they have the potential to initiate meaningful conversations and encourage positive change.
However, I’ve still got some skepticism. Can a family that has profited immensely from the beauty industry truly lead the charge toward natural and realistic beauty standards? Some may argue that their newfound awareness is simply a calculated PR move to salvage their image and appeal to the growing consumer demand for authenticity. After all, they have the resources and platform to shape public opinion and redefine beauty norms.
A genuine rebrand or another PR move?
Do you know who the real winners of the fake beauty industry are? It’s not the Kardashians, it’s not their fans — it’s the surgeons who capitalize on the insecurities of a generation of women. Yes, Khloe, Kylie, Kourtney, Kendall, and Kim included.
I think genuine intentions could be there. They’re only human after all. However, I might argue it's too little too late. It’s unlikely I’ll ever look at an image of the Kardashians ever again and think it's unedited. I’m never going to believe that a makeup artist was on hand before they snapped a ‘natural’ selfie. In short, the jury is still out on whether the damage has already been done or if the Kardashians have really had a change of heart.
WHATS UP NEXT …
