In high school, surrounded by thin friends who reveled in the joys of fashion, Marie Southard Ospina felt excluded. While they explored trends and experimented with style, she was limited by the lack of plus-size clothing options.
However, makeup offered a different experience. It provided a creative outlet, a way to express herself and experiment with different looks, regardless of her size.
“In clothes, I was limited to the rare ‘husky’ section of matronly shops. Through makeup, however, I could emulate all the styles I wished to evoke,” she recalls.
Despite this, the beauty industry largely ignores plus-size consumers in its marketing.
While there are a few notable exceptions like Paloma Elsesser and Tess Holliday, plus-size representation in beauty campaigns remains scarce. This exclusion is particularly glaring considering makeup is inherently size-inclusive.
“Growing up seeing [beauty] advertisements and magazines, I noticed that I couldn’t relate to the models because they didn’t look like me,” says Rainbow Chatman, a plus-size makeup artist.
Sydney Lim, a plus-size content creator, succinctly summarizes the issue: “Why are [they only] promoting skinny bodies when all we need is a face?”
For many plus-size women, makeup has been a crucial tool for self-expression and confidence.
“Makeup was the only way I could feel any proper expression of myself,” explains Sophie S., recalling how makeup helped her feel beautiful when she struggled to find clothes that fit.
Carolyn, who embraced a goth aesthetic as a teenager, found solace in makeup during a time when plus-size fashion options were severely limited.
“My relationship with makeup was spawned from necessity,” she says. “I guess to give me a sense of identity and style in a ’90s Britain that I just did not fit into.”
However, even today, many plus-size women don’t feel fully welcomed in beauty stores.
“I still don’t always feel welcome in makeup stores, especially if I show up with a bare face,” says Annemarie.
While acknowledging the potential for pressure to conform to certain beauty standards, it’s important to recognize the positive impact makeup can have on the lives of plus-size individuals.
For many, makeup has been a powerful tool for self-discovery, creativity, and self-expression. By better representing plus-size individuals in their marketing, beauty brands can demonstrate that these possibilities are for everyone.
Reference:
https://www.refinery29.com/en-gb/makeup-beauty-plus-size-women
Written by: Sam Aniceto
