The year 2025 in beauty culture was marked by extremes, including a push for low-maintenance looks that require high-maintenance treatments, a broadening of beauty standards to include non-human entities like dogs, increased transparency and normalization of cosmetic procedures among celebrities, and a cultural shift towards embracing natural body hair, notably pubic hair, as a form of body positivity and self-expression.
Ukrainian-born model Carolina Shiino was crowned Miss Japan, sparking controversy as critics questioned her Japanese identity. Shiino, who gained Japanese citizenship a year ago, faced backlash for not being "Japanese enough," with some accusing the judges of making a political decision. Despite the criticism, Shiino expressed gratitude for being recognized as Japanese and emphasized her connection to the country. This controversy echoes past instances, such as Ariana Miyamoto's win in 2015, highlighting ongoing discussions about diversity and representation in beauty pageants.
