Beauty across cultures: Comparing makeup styles, colors, and perceptions between Emirati and Chinese women
DOI:
https://doi.org/10.54878/33n0cx54Keywords:
beauty standards, makeup preferences, Emirati women, Chinese women, cultural identity, social media, cosmetics, beauty perceptionsAbstract
Culture, traditions, and social expectations play an important role in determining beauty and makeup standards. Thus, the purpose of this research project is to examine and compare the difference between Emirati and Chinese women in terms of makeup styles, colour preferences, and beauty perceptions. Data were collected by means of online survey questionnaires sent to Emirati and Chinese women living in the UAE, followed by the demonstration of proper makeup made by a professional makeup artist. In total, 48 people took part in this study. Data were statistically analyzed using SPSS software; descriptive statistics were used for quantitative data, whereas thematic analysis was performed for qualitative information. As a result of this research, cultural discrepancies between Emirati and Chinese women in terms of makeup preferences were identified. Namely, it was discovered that Emirati women like more bold and luxurious makeup, which implies extensive contouring, exaggerated eye makeup and dark lipstick colours. In its turn, Chinese women tend to prefer more natural and gentle makeup including soft colours, slight contouring and light lipsticks. Besides, the analysis showed that culture significantly influences choices related to makeup both among Emiratis and Chinese. Specifically, it was found that beauty standards and makeup styles are mainly affected by Instagram, TikTok, Xiaohongshu and YouTube. As a result of thematic analysis, it could be said that such concepts as confidence, cultural identity, self-expression, elegance, natural beauty and happiness were strongly associated with beauty. From this study, it became clear that there is no one universal beauty standard. Instead, beauty standards are socially constructed and culturally specific. Although globalization leads to the spread of beauty trends across the world, each culture preserves its unique perception of beauty. However, there is a limitation of the study: a small number of participants and limited geographical location. Future research may address this problem by analysing larger samples and other cultural groups.
References
Alduosari, M., Albuloshi, T., Alsaber, A., Al Saeed, F., Alkandari, A., Anbar, A., & Helmy, Y. (2025). Influence of social media on cosmetic facial surgeries among individuals in Kuwait: Employing the theory of planned behavior. *Frontiers in Digital Health, 7*, 1546128. https://www.frontiersin.org/journals/digitalhealth/articles/10.3389/fdgth.2025.1546128/pdf
American Psychological Association. (2020). *Ethical principles of psychologists and code of conduct*. https://www.apa.org/ethics/code
Arab, M. (2023). *Exploring the impact of cultural factors and consumer preferences on market entry strategies for the cosmetics industry in the Arabian Gulf*. Università Politecnica delle Marche, Facoltà di Economia. https://tesi.univpm.it/bitstream/20.500.12075/18606/1/Master%27s%20Thesis%20_%20Mariam%20Arab.pdf
Arab, M. (2023). *Università Politecnica delle Marche, Facoltà di Economia*. https://tesi.univpm.it/retrieve/05dd5267-4eb4-44eba997-bc186532e94c/Master%27s%20Thesis%20_%20Mariam%20Arab.pdf
Aslam, M. M. (2006). Are you selling the right colour? A cross-cultural review of colour as a marketing cue. *Journal of Marketing Communications, 12*(1), 15–30. https://doi.org/10.1080/13527260500247827
Bondarenko, O. V., Hanchuk, O. V., Pakhomova, O. V., Tsutsunashvili, G., & Zagórski, A. (2022, June). Visualization of demographic statistical data. *IOP Conference Series: Earth and Environmental Science, 1049*(1), 012076. https://iopscience.iop.org/article/10.1088/1755-1315/1049/1/012076/pdf
Boone, H. N., & Boone, D. A. (2012). Analyzing Likert data. *Journal of Extension, 50*(2), Article 48. https://doi.org/10.34068/joe.50.02.48
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. *Qualitative Research in Psychology*. https://doi.org/10.1191/1478088706qp063oa
Bryman, A. (2016). *Social research methods*. Oxford University Press.
Buneta, M. (2024, January 18). Between the East and West: Makeup trends across cultures. *Sartorial Magazine*. https://sartorialmagazine.com/beauty/2024/1/18/between-the-east-and-west-makeup-trends-across-cultures
Chinese beauty standards, what do Chinese find beautiful? (2023, April 4). *Marketing China*. https://marketingtochina.com/chinese-beauty-standards-what-do-chinese-find-beautiful/
Creswell, J. W., & Creswell, J. D. (2018). *Research design*. Sage Publications.
Creswell, J. W., & Plano Clark, V. L. (2017). *Designing and conducting mixed methods research*. Sage Publications.
De Mode Global. (2024). *Beauty standards across cultures*.
Denzin, N. K., & Lincoln, Y. S. (2018). *The Sage handbook of qualitative research*. Sage.
Etcoff, N. (2011). *Survival of the prettiest*. HarperCollins.
Evans, J. R., & Mathur, A. (2018). The value of online surveys. *Internet Research*. https://doi.org/10.1108/IntR03-2018-0089
Likert, R. (1932). *A technique for the measurement of attitudes*. https://legacy.voteview.com/pdf/Likert_1932.pdf
Markus, H. R., & Kitayama, S. (2010). Cultures and selves: A cycle of mutual constitution. *Perspectives on Psychological Science*. https://doi.org/10.1177/1745691610375557
MODE, D. (2024, February 18). Makeup and culture: The influence of culture on makeup trends. *De Mode*. https://www.demodemagazine.com/makeup-and-culture-the-influence-of-culture-on-makeup-trends-de-mode-global
Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., & Hoagwood, K. (2015). Purposeful sampling for qualitative data collection and analysis in mixed method implementation research. *Administration and Policy in Mental Health and Mental Health Services Research, 42*, 533–544. https://doi.org/10.1007/s10488-013-0528-y
Pink, S. (2013). *Doing visual ethnography*. Sage.
Robertson, M. (2023, April 12). Emirati women features – Appearance and personality. *BeThatWoman.org*. https://bethatwoman.org/asian-women-features/emirati-women-features/
Setia, M. S. (2016). Methodology series module 3: Cross-sectional studies. *Indian Journal of Dermatology, 61*(3), 261–264. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4885177/
Shiseido.me. (2026). *Beauty of Emirati makeup*. https://www.shiseido.me/enae/blog/beauty-of-emirati-makeup
Social research methods. (n.d.). https://arunodayauniversity.ac.in/wp-content/uploads/2025/01/Social-Research-Methods-4th-Edition-Bryman.pdf
Swami, V. (2015). Cultural influences on body image. *Body Image*. https://doi.org/10.1016/j.bodyim.2015.03.002
Swami, V. (2015). Cultural influences on body size ideals. *Group Processes & Intergroup Relations, 18*(6), 803–815. https://www.researchgate.net/publication/273745821_Cultural_Influences_on_Body_Size_Ideals
Tiggemann, M. (2015). Considerations of positive body image across various social identities and special populations. *Body Image, 14*, 168–176. https://doi.org/10.1016/j.bodyim.2015.03.002
Umoren, P. (2025). Influence of social media marketing and eWOM on cosmetic and fashion brand preferences among female undergraduate students in Ikot Ekpene, Akwa Ibom State. *Advances in Law, Pedagogy, and Multidisciplinary Humanities, 3*(2), 106–121. http://jurnal.fs.umi.ac.id/index.php/alpamet/article/download/968/644
Wu, J. (2023). Cross-cultural study of aesthetic concepts and philosophical depth—Taking makeup as an example of Eastern and Western aesthetics. *Journal of Sociology and Ethnology, 5*(3), 121–126. https://doi.org/10.23977/jsoce.2023.050318
Wu, Y. (2023). Cultural influences on cosmetic practices and facial aesthetics. *International Journal of Cosmetic Science*.
Yang, L. (2024). *Contemporary Chinese makeup trends and beauty standards*.
