Millennial Agency and Liberation within Black American Beauty Standards

Abstract

This qualitative study investigated the relationship between beauty standards and identity in the United States from the perspective of 20 self-identified millennial Black women. During semi-structured virtual interviews, participants defined Black, American, and millennial beauty standards distinctly. American beauty was associated with Eurocentrism and mainstream media representation. Interpretations of a millennial beauty standard were aligned with perceptions of the generation as tolerant and politically conscious. Black American beauty standards embraced the range of hair textures and skin tones present in the African diaspora. While participants were cognizant of the different beauty ideals present, their interaction with beauty standards was ambivalent. Interviewees found beauty knowledge accessible through social media. However, they remain confined to a restrictive beauty standard due to workplace expectations around professionalism. Participants negotiated where and when to express their intracultural beauty ideals but participated in the beauty industry through processes of learning how to care for their hair in its natural state. Even though they have autonomy and flexibility in expressing their cultural styles, personal and professional repercussions are still plausible. Future studies can expand on these findings by exploring perceptions of American beauty standards from a different generation, region, or identity.

Citation

Reed, J. (2024), "Millennial Agency and Liberation within Black American Beauty Standards", Hernández-Medina, E. and Maíllo-Pozo, S. (Ed.) Embodiment and Representations of Beauty (Advances in Gender Research, Vol. 35), Emerald Publishing Limited, Leeds, pp. 137-158. https://doi.org/10.1108/S1529-212620240000035016