Beauty is “looking healthy” and “being comfortable in your own skin” according to a new survey


While perceptions of beauty vary widely across geography and demographics, a recent global survey by the research firm Euromonitor revealed that definitions of beauty may be shifting for global consumers into something that prioritizes internal intangibles—like being comfortable in one’s own skin and feeling confident—over external features.

Euromonitor’s annual beauty survey tracks beauty consumer trends and the purchase behavior of over 20,000 male and female consumers in 20 markets across the globe. For the survey, consumers ranked a list of ten qualities that defined beauty. Out of them, “looking healthy” was the top-rated definition, followed closely by “hygiene and cleanliness,” “being comfortable in your own skin,” and “inner confidence.” More traditional, external qualities that convey beauty (“looking presentable,” “looking your best,” “maintaining a youthful appearance”) fell lower on the list.

The results seem to show a changing definition of what consumers consider beautiful. Although society is constantly reconstructing beauty standards, beauty has historically been determined and celebrated on a superficial basis, i.e. what a person looks like.