The change of the woman beauty standards in Lithuanian culture

Abstract

The article analyses the concepts of a woman external beauty in the scientific literature. The research shows differences in the stereotypes of the external beauty of women who lived in rural and urban Lithuania in the beginning of the 20th century in Lithuanian culture: the ethnic stereotype of the external beauty of rural women was strongly influenced in cities by western fashion trends. Empirical research carried out of analysis of the women beauty standards, based on the 2000-2020 publications of the women journal "Moteris". In these publications, new standards of beauty were formed over the course of two decades: women are encouraged to create their own beauty, using various tools of the beauty industry, but at the same time, women are encouraged to create inner values, human relationships and career achievements.