Main Article Content
Abstract
In purpose, procedures and impacts beauty treatments have undergone evident changes that are in fact demands made by a growing sense of competence and productivity in the present world. This paper analyses how a paradigm shift occurred with respect to the aesthetic values among the public and how ideologies got revised, ‘otherness’ resolved and individual competence got improved through various cosmetic advancements. It also inquired how the so called bodily disorders and the subsequent psychological disorders get rectified with the emergence of a cosmetic revolution. The normalization of makeup is a matter worth discussion. Make up has become so deeply embedded in our society’s culture. Society once constructed the idea that using make up is an activity of women. Such minimal concepts have also undergone revision and expansion.