Beyond Beauty: The Socioeconomic and Psychological Impacts of Cosmetic Practices among Youth

Ruisi  Li

doi:10.54691/7gg81003

Authors

Ruisi Li

DOI:

https://doi.org/10.54691/7gg81003

Keywords:

Youth consumption, cosmetics, cultural turn, gender identity, aesthetic economy, psychological safety.

Abstract

In contemporary China, cosmetic consumption among youth reflects more than aesthetic enhancement—it has become a channel for psychological well-being, identity formation, and resistance to traditional social norms. This study explores the socioeconomic and psychological implications of cosmetic practices among 21 Chinese university students aged 18–32. Through qualitative interviews and thematic coding, I uncover how youth use makeup to navigate self-confidence, gender identities, and cultural standards of beauty. Findings suggest a shift from decorative consumption toward expressions of authenticity and self-acceptance. As affordability and ‘natural beauty’ ideals gain popularity, this reflects a broader cultural turn in consumption, suggesting new dynamics between economy, self-expression, and societal change.

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