Pageants are historically and inherently based on patriarchal standards of beauty. The first real beauty pageant in America was held in 1921 in Atlantic City. The winner was a young girl named Margaret Gorman who represented the ideal woman capable of “shouldering the responsibilities of homemaking and womanhood,” as described then by Samuel Gompers in the New York Times. Ironically, though the girls competing were paraded around in bathing suits, they were prohibited from wearing makeup or bobs. Why? Simply because in the 1920s those were actions of a modern woman, while the contestants needed to embody a man’s ideal: a woman of “virtue.” Massive ick.

Obviously, since then, beauty pageants have undergone massive changes. In recent years, many beauty pageant winners have distinguished themselves in philanthropy, academics, dance, music, and other fields. Theilvig is an entrepreneur and future lawyer. Most Miss Universe winners, like Harnaaz Sandhu from 2021, used the publicity for their advocacy work in various fields. Since pageants have become a place to display both beauty and brains, most of the women involved would argue that they have evolved into a platform for women’s voices and empowerment. 

Unsurprisingly, countries with a more deeply-rooted pageant culture tend to be countries that place more emphasis on the tie between beauty and a woman’s value. The Philippines, for example, has the most pageant winners in Asia. Their obsession with beauty stems from an insecurity, one which imperialist history caused (are we surprised?). According to J. Pilapil Jacobo, an assistant professor of literature and gender studies, under Spain and the US “imperialism [deprived] us of our own indigenous standards of loveliness … and aesthetic.” Gloria Diaz’s Miss Universe win in 1969 was a reclamation of those standards, and a win internationally for the Philippines over Western countries. Being beautiful was a confirmation of the country’s worth as a whole. As a result, those who win have the opportunity for mainstream recognition, power, and career advancement. A highly celebrated girl is as loved as a star athlete; pageantry is a sport.

Many girls from struggling communities use their beauty to play this sport and “make it out.” Venezuela, a country with the most lauded pageant contestants, is also wracked with economic troubles. Becoming a beauty queen is one surefire way for young girls to launch their careers as politicians, actresses, and activists. Why exactly does this title open so many doors? The conclusion, again, comes down to a cultural aspect, as “physical beauty is seen as a value…given more importance than any other attribute,” says Esther Pineda, an expert in women’s studies. If their talent - beauty - provides them an opportunity, why shouldn’t they use it to their advantage? 

As expected, behind all the glitz and glamour the women often aren’t treated like queens. Last year, both Miss Teen USA and Miss USA resigned their titles under suspicious circumstances, citing it was to “stand[ing] up for female empowerment.” These two were fortunate to be able to step away from the stage, but for the girls who genuinely have no funds or other way through life, they often choose to endure abuse. In Venezuela, the Miss Venezuela pageant organization run by Osmel Sousa faced allegations of sexual abuse, escort work, and the practice of finding sponsors to fund the expensive gowns and jewels. Beauty is not cheap, yet it is the only thing available to exchange for publicity and a platform. For young girls, winning a pageant could open countless doors in life. Regardless of how harmful the process is, to them, it is all worth it for the sake of the crown and sash. A century later, these women still have to adhere to men’s ideals to get far in life.

Ultimately, beauty pageants are a competition where women are treated like objects to rate. This isn’t a phenomenon exclusive to pageantry. Women are judged by superficial qualities in every setting - the only difference is that pageants do so openly, in front of an audience. This crowd gives power, but only to the beautiful. If a platform is built upon the exploitation of young women and remains subject to patriarchal standards, can you really call it a stage for women’s empowerment?