Op-Ed: The Dual Role of Cambodian Beauty Product Sellers

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In the world of online beauty sales, sellers in Cambodia often find themselves under the influence of societal pressures and media portrayals that highlight narrow definitions of attractiveness.

These influences shape their decisions, driving them to market skin-whitening products and weight-loss solutions that align with prevailing beauty ideals.

This phenomenon perpetuates a cycle that normalizes and reinforces specific physical attributes, creating a complex dynamic that affects both sellers and consumers.

Societal Pressures and Media Portrayals

Societal pressures and media portrayals play a significant role in shaping beauty standards. In Cambodia, as in many other parts of the world, the media often emphasizes fair skin, slender figures, and other specific physical traits as the epitome of beauty.

These ideals are deeply ingrained in the cultural fabric and are perpetuated through various channels, including advertising, television, and social media.

For beauty product sellers, these pervasive images influence their perception of beauty and, consequently, their business strategies. Take, for instance, E Riya from Kampong Speu.

She started her business selling multicolored creams, serum injections, and slimming pills on Facebook. Riya herself used whitening creams for three months and saw the potential for profit in the cosmetics market. This led her to open an online business, sourcing a range of beauty products from another seller.

“I explain to the customers how to use the products, like after they take a shower they should use the lotion. It will help remove old cells for new cells. And then white skin,” she shared with VOD in 2022.

Riya's story exemplifies how sellers play a dual role: they are both consumers and endorsers of unhealthy beauty standards, such as skin whitening. This dual role puts Cambodian female beauty product sellers in a challenging position, inadvertently contributing to the very standards that can negatively impact their well-being.

Implications of the Dual Roles

The pressure to conform to these ideals can take a significant toll on the mental and physical health of the sellers themselves. They must navigate the expectations placed upon them by their customers and the beauty industry at large.

For example, a staff member of a women’s clothing store shared her struggles in a Focus Cambodia article from 2020.

“Sometimes I feel self-pity because I wasn’t born with a sharp nose or light skin complexion,” she said. “My friends always joke and mock me about my big nose, making me feel ashamed and think of getting plastic surgery.”

The constant pressure to meet these beauty ideals can lead to heightened stress, anxiety, and dissatisfaction with one’s appearance. Sellers become unwitting participants in a system that not only affects their customers but also harms their own mental and physical health.

The current emphasis on narrow beauty standards not only perpetuates unrealistic ideals but also undermines the self-esteem and well-being of countless individuals, including the sellers themselves.

As the online beauty sales industry grows, it's crucial for Cambodia to take significant steps towards fostering a healthier and more inclusive online environment. This means embracing diversity, challenging harmful beauty norms, and prioritizing mental health.

Only by doing so can we break the cycle and promote true well-being for everyone involved.