How the Standard of Beauty Has Shifted Through Time

1. Why Do Beauty Standards Change?
What is beauty?
It’s a question as old as the moment humanity first saw its reflection in ancient mirrors. But this seemingly simple question has taken on countless meanings throughout history, reshaped by shifts in technology, power, and consumption.
What we call "beautiful" today is far from fixed—it is, in fact, deliberately redefined by the flow of time.  At the heart of this transformation is the consumer. When ideals shift, the industries and cultures that embody them shift too. Understanding this process is, in essence, understanding the identity and desires of each era.

2. The Age of the “Ideal” – Miss Universe and Dior
In the mid-to-late 20th century, beauty was about devotion to a singular ideal. Classical features, standardized body shapes, and flawless skin defined the "beauty queen." Miss Universe pageants epitomized this ideal.
Leading brands like Christian Dior, Chanel, and Estée Lauder stood as gatekeepers of beauty. Consumers followed; brands dictated.

3. The Breakdown of Beauty – The Rise of Supermodels and Artist Brands
The 1990s saw the dismantling of monolithic beauty. Supermodels like Kate Moss disrupted the norm, and brands led by makeup artists—MAC, Bobbi Brown—gained mass appeal.
Beauty was no longer an unreachable ideal but something achievable through skill and transformation. Brands evolved from standard-setters to tools of self-expression.

4. Aesthetic Born on the Streets – Subcultures and Street Beauty
From the 2000s onward, street culture began to shake the mainstream. Brands like Benefit, Glossier, and Urban Decay positioned themselves as "everyday friends."
Trends no longer emerged from the runway—they were born from communities and user-generated content. Consumers began crafting their own aesthetics, rejecting pre-packaged beauty for something deeply personal.

5. Where Emotion Meets Function – Brands Sell More Than Products
In recent years, functionality dominated. But now, function is merely the baseline.
To be loved, brands must merge emotion, narrative, and culture into every product.

6. Beauty Is Culture – Brands Are Cultural Translators
Today’s most sought-after brands resonate with cultural awareness and a strong sense of self.

• Fenty Beauty – the champion of inclusive beauty
• Telfar – "It’s not for you—it’s for everyone"
• Officine Universelle Buly – reinterpreting 19th-century apothecary aesthetics for the modern world
• Aimé Leon Dore – at the intersection of New York street and European classicism

These brands design not just products, but the culture and atmosphere surrounding them.

7. The Shift in Beauty, and Golfwear’s New Role
Once, golfwear was all about dress codes, function, and clean-cut performance—a uniform, nothing more.
Today, golfwear is no longer just sportswear.
Consumers now feel they don't just "play golf"—they "live golf."
"What you wear on the course" now speaks volumes about personal taste, identity, and worldview. Golfwear has become a language of self-expression.

8. Golfwear, Emotion, and the Era of Brand Culture
The newest wave of golfwear brands all share one thing: they design culture first, not just products.

• Malbon Golf – where street meets golf
• Metalwood Studio – retro vibes with sports aesthetics
• Bogey Boys – a golf universe inspired by music and fashion

Consumers aren’t just choosing clothes—they’re choosing which lifestyle they want to be part of.

9. Conclusion – Beauty Is Now a Way of Life
Beauty is still evolving—becoming more sophisticated, layered, and nuanced.
We no longer live in a world that imitates a single look or style.
Beauty is not about how you look, but how you want to live.
Which is why brands no longer sell just products—they sell sensibility, attitude, and culture.

And Khalhon' – A Brand That Wears Sensibility and Attitude
Khalhon' isn’t just about making great products.
It’s about offering consumers a way of living.
A language to express themselves. A means to embody the spirit of their time.
And that beauty, like us, is always evolving—right here, right now.