Scrolling Past the Filter: Escaping Toxic Social Media Beauty Standards in Malaysia

Let’s be real — Malaysian beauty standards have been totally out of reach for most of us since the second half of the 20th century. Sure, social media plays a huge role in shaping beauty ideals everywhere, Malaysia included. But the obsession with fair skin, Eurocentric or East Asian features, and slim figures? That’s been around way longer than Instagram and TikTok.

But we’re not here to give you a history lesson. The truth is, social media has made us all more self-conscious than ever before. With white and East Asian influencers taking the spotlight in beauty campaigns and viral trends, the “ideal” look feels more and more specific and out of reach, completely different from the beautiful diversity of Malaysian beauty. That’s not even taking into account the endless filters and edits on social media, all designed to make us compare ourselves to impossible standards.

It’s not just a blow to our confidence — it’s downright insulting to the beautiful mix of skin tones, facial features, and body types that make Malaysia so special. But here’s the good news: while these pressures are real, there’s also a growing movement online for inclusivity and self-love that’s challenging these outdated norms. Let’s take a look at ways to redefine Malaysian beauty standards for ourselves.

How to Overcome Social Media Beauty Standards and Promote Inclusivity

1. Diversify Your Feed

It’s no wonder you feel frustrated when you look in the mirror if all you see on your phone screen are Caucasian or East Asian faces. That’s not to say you have to stop following your favourite K-Pop idols, but we definitely recommend adding some Malaysian beauty influencers and celebrities to your feed. Don’t get your back up, this isn’t about cutting off what you enjoy; it’s about making sure you’re also exposed to the beauty that exists in Malaysia’s diverse culture.

Platforms like Instagram and TikTok are full of creators who celebrate our multicultural heritage, showcasing a beautiful range of skin tones, features, and styles — all you have to do is actively look for them and hit the follow button. Seeing this kind of representation daily will naturally shift your perspective on what beauty truly is. Spoiler alert: there’s way more to it than just looking like the members of BlackPink.

2. Reject Face-Changing Filters

Have you ever noticed how much Instagram filters can change your face? From the tone of your skin to the shape of your nose and chin, filters can alter it all, sometimes in subtle ways, sometimes not. While it might seem harmless, you’d be surprised by how many people — especially younger folks — who only post pictures with filters on. Once you start noticing, you’ll realise that even your favourite influencers are guilty of this.

Instead of seeing filters as just a “slightly improved” version of yourself, try ditching them altogether. There’s nothing wrong with sharing your natural and unfiltered self online as there’s nothing wrong with your features, period. Keep in mind that most online images, especially from influencers and celebrities, are heavily curated and edited. So embrace your natural looks and stop chasing this idea of “perfection” that only exists online.

3. Support Local Beauty Brands

We’ll be the first to admit that we are guilty of riding the K- and J- Beauty wave on occasion. While their products are undoubtedly amazing, one disheartening fact that we’ve often encountered when supporting these brands is the realisation that they’re rarely, if ever, made for people with Malaysian skin tones and features. A quick trip to your nearest Watsons or Guardian, where the makeup aisle is often dominated by lily-white foundations and products, is all the proof you need.

That’s why it’s more important than ever to support local beauty brands that actually consider Malaysians and our unique needs. Brands like Velvet Vanity and Nita Cosmetics prioritise inclusivity, offering products that cater to a variety of skin tones and features. By supporting these brands, you’re helping create a beauty industry that truly values diversity, encouraging more brands to follow suit and give Malaysians the beauty options we deserve.

4. Avoid Skincare That “Whitens”

We hate to break it to you, but unless you’re using mercury on your face — something that’s both unsafe and illegal — the “whitening” skincare products you’re buying are just a scam. Fading hyperpigmentation and evening out your skin tone? That’s totally achievable. But turning your skin as light as Anya Taylor-Joy’s? Beyond bleaching, that’s not going to happen.

Instead of wasting your hard-earned money on products that won’t deliver, it’s time to embrace your natural shade. The obsession with “whitening” is an incredibly toxic ideal that has no place in modern beauty. Invest in skincare that enhances your unique complexion and focus on keeping your skin healthy and radiant instead. Celebrate your natural textures, tones, and features to build a more confident and personal relationship with your beauty routine. Think of it this way — how can the shade you were born with ever be wrong or ugly? Our differences are what make us beautiful, and it’s time to celebrate that.

5. Challenge Harmful Ideals in Conversations

True, there’s an ever-growing movement online that promotes inclusivity and self-love, but why not bring it into the real world too? Given how deeply ingrained outdated Malaysian beauty standards are, we’re willing to bet you know someone — or even several people — who hold themselves and others to these unrealistic ideals. We certainly do.

It’s time to stop staying silent and challenge the notion that Malaysians need to aspire to, or even admire, those who fit Eurocentric or East Asian beauty standards. Let’s have open conversations with the people in our lives about how these ideals shape perceptions of beauty in Malaysia. By encouraging these discussions among friends and family, we can create a more accepting and inclusive mindset. It might feel uncomfortable at first, but if there’s one thing clear from this article, it’s that change begins with us.

6. Celebrate Local Influencers Who Break the Mold

It’s a shame to constantly see fair-skinned Malaysians with predominantly mixed heritage dominate our screens and billboards. Shouldn’t our entertainment industry reflect Malaysia’s rich diversity and vibrancy? While most of us aren’t directly involved in selecting the next big social media influencer or movie star, as viewers and consumers, we can certainly influence the industry. By supporting and demanding more inclusive representation, we can help steer the people in charge towards showcasing the full spectrum of Malaysian beauty.

Amplify the voices of Malaysian influencers who challenge the status quo, such as Nandini Balakrishnan, Ash Edward, Athina Kamarudin, and Siti Saleha. These individuals use their platforms to challenge outdated beauty standards and promote inclusivity by embracing a wide range of skin tones, body types, and features. For instance, Nandini is known for advocating body positivity and self-love, while Ash Edward encourages dark-skinned individuals to embrace their unique beauty — views in desperate need of our support.

Although Malaysian beauty standards might seem like a done deal, it’s clear that the tide is slowly but surely changing. With social media playing such a huge role in shaping perceptions, we’ve got the power to influence what’s considered beautiful. As long as we push for more diversity and inclusivity, both online and offline by supporting local influencers and beauty brands, celebrating diverse beauty, and challenging harmful ideals, we can collectively shift the narrative. Malaysia Boleh!

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